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Turner Sells Shows Rather Than Network

To please advertisers that want to hit powerful niches, rather than the mass audience, Turner cable networks are selling ad time on a group of programs that pull a strong male audience. TBS, TNT, TruTV and Cartoon Network and Adult Swim Turner offer ad packages for men 18-34 as well as those 18-49.

The packages focus on male-friendly programming such as "The Office" "Family Guy" "NFL 360," action movies, NBA games and CNN. Turner's digital properties can be included, and Turner will work with individual marketers to produce sponsored content that can travel across its online and offline properties.

Writer/producers Marc Abrams and Michael Benson, who have worked on HBO's "Entourage" and Fox's "The Bernie Mac Show," will help with the sponsored content. Lots of marketers "want to buy a psychographic, a life stage. When Turner can offer solutions at a more niche level, that becomes more enticing," says Mary Price, executive at Richards Group.



Read the whole story at Advertising Age »

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