The advertiser, which spent $500 million on network TV ads last year, wants to buy time in August, according to Wall Street Journal.
Johnson & Johnson will be sitting out the broadcast networks’ upfront advertising market this spring so that it can bring its media buying in line with the rest of its business planning, according to a story in the Wall Street Journal this morning.
That means the New Brunswick, N.J.-based maker of health-care products will begin making its buys for the upcoming 2006-07 TV season in August, the Journal reported.
The ad tracking service TNS Media Intelligence estimates that the company spent about $500 million for network ads last year.
“What we found is, if we can synchronize our business-planning cycle [with buying media time] it will benefit the brand and that is what this is all about,” Kim Kadlec, Johnson & Johnson’s chief media officer, told the Journal.
J&J may not be the only marketer sitting out the upfront market, the Journal said. It said that Coca-Cola is also considering not participating in the upfront process this year.
Coca-Cola spent $191 million on network-TV ads in 2005, according to TNS.