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Johnson & Johnson will not commit ad dollars during this year’s upfront and Coca-Cola may not make any upfront purchases either, illustrating an increasing shift, on the part of marketers, away from commiting dollars during the upfront and toward a more year-round buying cycle, AdAge writes. A spokesman from Johnson & Johnson said that the company is moving from a broadcast year to a calendar year to bring the process in line with budgeting and planning, which means that negotiations would likely fall into a September timeframe.
The company also plans to devote up to 20 percent of its marketing spend to nontraditional media.
J & J is not alone in its wishes to move to a calendar-year cycle, according to the article. In fact, 83 percent of marketers at the ANA TV Forum in March said they wished the upfront would move to a calendar-year schedule.
The soft scatter market of the last year also makes it easier for advertisers to purchase TV time throughout the year.
Potential new opportunities for advertisers, should the merger between XM and Sirius Satellite Radio clear FCC hurdles, are murky, but could include a third party service to measure listenership, according to Dennis McGuire, vp and regional broadcast director at Carat.
If…
The New York Times will deliver headlines to business and technology members of LinkedIn via a deal between the two that was announced yesterday (Monday).
LinkedIn users will receive targeted articles related to their areas of interest, according to CNET. Headlines…
A campaign promoting Islam and set to run on New York subway trains is causing a stir in the city.
Rep. Peter King, a New York Republican, is urging the Metropolitan Transit Authority to reject the ads, according to CNN. The…
Viewers who watch full-length shows say they’re more likely to watch those shows on television, according to a new study commissioned by CBS and conducted by Magid Media Labs.
Magid polled 50,000 viewers who have watched full eps of CBS…
Procter & Gamble’s new Swiffer campaign offers a money-back guarantee, the first time the brand has undertaken such a proposition.
The campaign includes three :30 spots on TV, plus a larger online media buy. Ads compare the Swiffer favorably to…
The tourism industry risks being hit with significant declines in leisure travel volume and spending, according to the findings of Destination Analysts’ bi-annual “The State of the American Traveler” survey (pdf) - MarketingCharts reports.
The top impediments to travel remain high…
