Johnson & Johnson (J&J), the health-care products company, announced to major TV networks that it will skip this year's TV upfront ad inventory buying market, the Wall Street Journal reported.
The WSJ reports that J&J's move to sit-out the TV upfront buying market indicates how some larger advertisers are less dependent on network television. Reasons for this shift include the increase of online and mobile advertising options.
Last year the company spent approximately $500 million on network TV ads, according to TNS Media Intelligence.
J&J's decision reflects the company's desire to start its buying process later in the year when their internal budgets and planning are completed.
"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 WSJ.