Discovery Communications Wraps up Upfront Ad Deals
NEW YORK - The cable advertising upfront for big industry players is in its end spurt.
Observers have predicted that the total cable upfront haul this year will for the first time match or exceed the broadcast networks' upfront take.
Discovery Communications has wrapped up its upfront deal making with double digit ad rate increases and 20 percent growth in ad volume, a source said Thursday. The company didn't comment.
Time Warner's cable networks are also in the final stages of writing upfront business. TBS, TNT, truTV, Adult Swim and CNN are 90 percent complete with upfront deals and are finalizing the remaining parts, sources said.
The three Turner entertainment channels - TBS, TNT and truTV - have seen double digit ad rate increases in the 12 percent to 13 percent range, with Adult Swim also up in the double digit range. CNN has seen high single digit price increases and strong advertiser demand amid next year's presidential election.
Meanwhile, Viacom's MTV Networks is also believed to be nearly finished with its upfront deals with upfront gains comparable to the broadcast networks in both volume and price. Broadcast volume rose in the double digits with price increases in the low teens.
Company officials declined comment.