• by Wayne Friedman , July 1, 2016

Turner Broadcasting networks -- which includes TNT, TBS and CNN -- is nearly done with its upfront deals. It came in at or just below big broadcast entertainment channels' pricing gains of 9% to 12%, according to media executives.

Turner also registered higher volume gains versus a year ago -- around 2% to 5%, which is more or less in line with expectations for total TV network industry dollar volume gains. A Turner spokesman had no comment.

Media analysts say Turner has performed at about the same level as other mature cable TV network entertainment networks such as USA Network. A year ago, media-buying executives say Turner made 4% gains in CPM pricing with lower upfront volume versus the previous upfront selling period.

This year, Turner has been transitioning TV advertisers to more C7 deals from C3 deals, which are the average commercial minute ratings plus seven (or three days) of time-shifted viewing -- as have other networks.

Turner -- like other networks -- witnessed spending increases from categories such as pharmaceuticals, telecommunications, consumer packaged goods, quick-serve restaurants and insurance. 

Like other new traditional TV advertising efforts, Turner continues to push its digital targeting efforts that can offer guaranteed deals based on first-party and other data from marketers.

In the second quarter of this year, TNT (in first place) averaged a Nielsen 2.10 million viewers in prime time and TBS (in third place) was at 1.59 million. TNT scored well with its NBA programming.

For 18-49 viewers, TNT averages 974,000 18-49 viewers and TBS averaged 727,000.

The year before, TNT was at 2.07 million viewers, followed by TBS at 1.67 million. In 18-49, TNT had 892,000 viewers, followed by TBS at 761,000.