Coca-Cola Co. announced that it plans not to make any purchases during the TV upfront ad buying period.
Yesterday Johnson & Johnson also announced plans to skip this year's TV upfront.
Advertising Age reports that Coca-Cola will send representatives to the networks presentations but the company will not commit to buying upfront packages.
TNS Media Intelligence found that Coca-Cola spent some $190 million on network commercials in 2005.
Coke and J&J's move to sit out the TV upfront also reflects major advertising shifting their ad budgets away from network TV because of the changing media habits of consumers.
A Bolt Media study found that 85 percent surveyed they spend their free time surfing the internet compared to 69 percent who said their free time was spent watching TV.