Time Warner’s Turner Seeks Upfront Price Hikes In Line With NBC’s

Now that broadcast networks have begun to write business in TV’s annual “upfront” market, cable players are preparing to join the fray. Executives at Time Warner’s Turner suite of cable networks believe there’s an opportunity for volume gains in the 2014 upfront market, when US TV networks try to sell the bulk of their ad inventory for the coming season.

The company, which operates TNT, TBS, CNN, Cartoon Network and other outlets, senses advertisers holding back dollars in negotiations with broadcast networks, according to a person familiar with the situation, and feels only a portion of those dollars can go to digital outlets. Turner’s operating premise in the marketplace, this person suggested, is that marketers still want video advertising and won’t be able to tuck dollars away in their corporate pockets.

As such, the company is likely to seek price increases in line with the top of the broadcast market, this person said. NBC, which has seen a recent surge in the audiences between 18 and 49 that advertisers seek, has been pressing for increases of around 8% in the cost of reaching 1,000 viewers, according to media buyers and other people familiar with negotiations.