All those broadcast and cable networks that predicted a strong upfront season have been proven correct so far. As networks and buyers try to wrap up their upfront business in advance of the July 4 holiday, Turner has crossed the finish line, and like many other networks, secured CPM (cost per thousand viewers reached) gains in the low double digits.
Volume was also up over last year, in the 3 to 4 percent range, according to a person familiar with the matter.
Turner entered the upfront bristling with programming and ad sales innovations. Its top execs detailed many of the company’s big initiatives—including a complete overhaul of TNT and TBS programming, and a 50 percent reduction in ad load for some programs on truTV and TNT—in a recent Adweek cover story.
