J&J Shuns Upfront, Coke Also Holds Back

May 15, 2006  •  Post A Comment

NEW YORK (AdAge.com) — Johnson & Johnson, one of the country’s major advertisers, will not commit ad dollars during this year’s upfront, and Coca-Cola Co., while it will be present, may not actually make purchases during the upfront period.

Johnson & Johnson and Coca-Cola appear to be stepping away from traditional upfront norms.