Does Turner Have a Winning Strategy?

7/1/09

As the upfront season progresses, Turner has announced a new sales strategy. Rather than selling their individual networks (TBS, TNT, CNN, etc.) as stand alone opportunities they are reaching across all their properties and selecting programming that reaches a specific target, and selling those as a package.

So, for advertisers seeking to reach Men 18-34, they suggest the following line-up: “The Office” (TBS), “Family Guy” (TBS), “Operation REPO” (TruTV), and Adult Swim (Cartoon).

They are also including their digital properties in the packages, which can be further customized with selected movies or other programs that advertisers believe are suitable for their audiences.

And, they are providing companies with creative help to develop advertiser-sponsored content, e.g. microseries.

Clearly, they have recognized that most advertisers these days are interested in niche audiences, not mass ones.

What do you think? Will advertisers respond?


Steinberg, B. (2009, June 29). Turner Lets Marketers buy Shows Rather Than Networks. adage.com Retrieved, July 1, 2009 from
http://adage.com/mediaworks/article?article_id=137607