NEW YORK (AdAge.com) — Time Warner is trying to extract some testosterone from its general-entertainment cable networks in an effort to please advertisers who say they are increasingly interested in swinging for powerful niches, not broader masses.
Under the new plan marketers could purchase time during specific pieces of programming that skew toward men, such as ‘Family Guy’ on TBS.
At the entertainment conglomerate’s Turner cable networks — TBS, TNT, TruTV and Cartoon Network and Adult Swim — executives are set this week to start touting a new plan allowing marketers to purchase ad time on a group of programs that pull a strong male audience. Turner will offer advertisers packages that allow them to go after men between the ages of 18 and 34 as well as those between the ages of 18 and 49.
The idea is to let marketers purchase time during specific pieces of programming that skew toward men, such as “The Office” on TBS; “Family Guy” on TBS and Adult Swim; “Operation REPO” and “NFL 360” on TruTV; and selected movies on both TBS and TNT, such as “American Gangster.” TNT’s NBA games can fit into the deals. CNN can also be woven into the mix if an advertiser wishes.(Via AdAge)
