Turner Broadcasting System, traditionally the first out of the box to draw advertisers following the upfront season, has closed several deals, according to people familiar with the deals, capturing double-digit increases on network CPMs.
Even though ad-sales rates were high during the fourth quarter and beginning of this year, sales rates during the post-upfront are even higher, said executives close to negotiations, with one adding: “This is going to be a very healthy market. We are seeing money move from broadcasting to cable.”
An ad buyer agreed, noting that cable ratings plus some broadcast network shifts in strategy, such as Fox's decision to run fewer commercials per hour, are exciting advertisers about TV again. The buyer didn't want to be identified, for deals are still being negotiated.
One area that might be slow, according to the buyer, is multimedia package sales, where potential advertisers may take their time to make sure they get the right offer of network and non-network advertising exposure. “It's not just about the big networks. They're looking deeper into cable, past Turner and FX [to find the right advertising home]. That will take a little more time.”