The World: New Brunswick - J&J shifts reliance on traditional media

Johnson & Johnson, the consumer products giant, is dramatically shifting from its historic reliance on traditional media, according to new figures from TNS Media Intelligence.

The company's global adspend fell by around 10 per cent to $1.9 billion last year. However, its measured media spend in the US fell by more than twice that figure, suggesting a large part of its budget has been diverted into unmeasured media such as search and other direct marketing.

Analysts said J&J's new strategy, which is likely to be repeated this year, gives it more flexibility to shift around marketing funds because it is not locked into expensive TV commitments.