J&J Skipping Upfront

Looks like Johnson & Johnson is skipping the TV upfront this year, and it looks like Coca-Cola is considering doing the same thing. This is huge. J&J can say all it likes about buying advertising on its own schedule, but I think there's a lot more to it than that. Maybe J&J doesn't want to continue to contribute to the manufactured demand that leads to paying more for less year after year.

It's a great move. I think they should take their chances in the scatter market and move more money out of broadcast channels and into interactive ones.