J&J Does Scatter, Upfront Deals Slower
J&J did some fourth-quarter scatter deals on CBS, but no upfront deals yet, say media execs. In contrast to the season-long upfront deals, scatter TV deals are made on a short-term, quarter-by-quarter or week-to-week basis.
Other executives say J&J has started to register upfront budgets with broadcast networks and syndicators. For cable networks, J&J does calendar-year deals. Those negotiations start later this fall.
One veteran syndication executive said it is expecting J&J to "register budgets any day now"--although the executive would be surprised if it had completed any deals.
Before the start of the upfront in June, J&J said it would delay its upfront planning and buying process until mid-August.
Other companies are sitting out the upfront process for different reasons: AOL and American Express said it would change their respective media strategies to buying scatter-only, not upfront deals. Coca-Cola and Bridgestone said both wanted to move from broadcast-year to calendar-year deals. For cable, many national advertisers--possibly around a 30 percent to 40 percent buy on a calendar-year basis.
A Johnson & Johnson spokesman didn't return phone calls by press time. Broadcast network spokespersons either had no comment or didn't return phone calls by press time.
J&J media executives told a few broadcast buyers and sellers that the company would be sitting out the traditional June upfront buying process--but added that they should call J&J if they near a sellout level of inventory. That didn't happen to virtually any TV network, since the market was a weak and slow affair and inventory was plentiful.
Recent MediaDailyNews Articles
-
Worldwide Pay TV On The Rise, Big Growth In Asia May 23, 4:17 p.m.
North American pay TV subscribers may continue to show little or no growth for the first ... -
Activision Blizzard's Campaign Win Grand Effie May 23, 4:12 p.m.
Videogame marketer Activision Blizzards’ ad campaign “The Vet and the nOOb” for Call of Duty: Modern ... -
Mag Bag: Bonnier, Source Interlink Swap Mags May 23, 4:09 p.m.
Enthusiast publisher Bonnier Corp. continued wheeling and dealing this week with the purchase of a biker ... -
Madison Avenue Is Mad As Hell, March Mad: Takes More, Not Less Network TV May 23, 7:46 a.m.
Demand for network TV advertising, which had been lagging so far this year, surged in April ... -
NY1 Show Goes National May 22, 7:32 p.m.
Time Warner Cable (TWC) will begin distributing a show about Broadway and theater at large to ... -
TV Model: Nets, Stations Split Retrans 50/50 May 22, 6:02 p.m.
Gray Television CFO Jim Ryan suggested that networks may capture more than half of an affiliate’s ... -
Newspaper, Magazine Ad Fortunes Continue To Decline May 22, 5:59 p.m.
The release of fourth-quarter figures for newspaper advertising and first-quarter figures for magazine ad pages earlier ... -
Equifax Taps Dentsu's 360i As Lead Agency May 22, 5:24 p.m.
Data collection company Equifax has selected Dentsu shop 360i to be its lead agency -- for ... -
NBC Gives 'Voice' To Tuesday, ABC 'Dancing' Into Second Place May 22, 5:08 p.m.
Two nights left of the TV season and NBC scored a Tuesday night win.Its big show, ... -
Multichannel Video Cos. Register Subscriber Loss, Satellite TV Gains May 22, 10:55 a.m.
For the first time in a year-long period, the biggest multichannel video companies have witnessed a ...
Be the first to comment on "J&J Does Scatter, Upfront Deals Slower"
Leave a Comment