Package-goods giants,  led by Procter & Gamble and Unilever, are taking a tough stance on the eve of the Upfront TV advertising marketplace, saying they won’t tolerate big price increases, Advertising Age reports.

Says the article, "Marketers have had a habit of touting the attractiveness of media alternatives in advance of the TV upfront over the years, but networks have long been confident that they can’t really kick the TV habit." But, Rob Master, Unilever’s Director of North American media told Ad Age, according to the article, that "he’s looking at data suggesting Unilever can, and will [kick the TV habit], if the price isn’t right."

To read the entire article about that strategies of these important marketing titans, click here.