Looking to create more
ad inventory to young-skewing marketers, Turner Broadcasting has expanded its strong, mostly late-night Adult Swim programming block, as well as putting commercials on its classic cartoon channel
Boomerang for the first time.
Adult Swim, which currently airs from 9 p.m. to 6 p.m., will begin airing at 8 p.m. starting March 31. In 2013, the programming block was up 3% to 1.23 million
average total prime-time viewers. It was also 11% higher in adults 18-49 to 605,000, and 17% higher in women 18-34 to 192,000.
Turner’s commercial-free, classic cartoon network
Boomerang will now accept advertising later this year -- just in time for the upfront. In addition to overall advertising revenue gains, it is looking to add advertisers in the co-viewing category,
reaching young viewers and their parents.
Turner also announced that a new slate of original content will premiere on CartoonNetwork.com and our other digital platforms.
Speciale, president of Turner Entertainment, Kids and Young Adults Ad Sales, stated: “These are distinct brands and this expansion will allow for additional opportunities for advertisers to
reach a cross-section of demos across proven platforms.”
Boomerang has been a full network since 2000, a sister channel to Turner Broadcasting. Some of programming on that network
includes “The Powerpuff Girls,” “Scooby-Doo, Where Are You?” and “Tom & Jerry.”