Turner Entertainment reports 70% ad growth in 1998

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LONDON--Turner Entertainment claims it has boosted ad revenues by 70% in 1998 as more than 100 advertisers across the U.K. and Holland put Cartoon Network and TNT Classic Movies on their schedules for the first time.

New advertisers included Lever Bros., Sony Corp. subsidiary Psygnosis, Pizza Hut, H.J. Heinz Co., Microsoft Corp., Canon, Nike and Sony Playstation, according to Mick Buckley, senior VP-advertising sales at Turner Entertainment Europe.

Next up, Cartoon Network plans to add local feeds in France, Spain, Poland, Italy and the Nordic region to those currently operating in the U.K. and Holland. From early 1999, the network will aim to offer both pan-regional and/or local advertising and promotional packages in those countries, specifically tailored to one or more market. Promotions will be dubbed into local languages and altered to fit the local environment, giving advertisers "an ideal opportunity to create a European concept that can be executed in the most effective way locally," says Mr. Buckley.

If a marketer wants to run a retail promotion, for example, it can be adapted to suit the appropriate retailer in each country and to fit the brand objectives in that market.

Cartoon Network, which has access to the animation of Warner Bros., Hanna Barbera and MGM, launched its European operation in the U.K. in September 1993 with a pan-regional feed. Now a minority of its business is accounted for by pan-regional sales.

Mr. Buckley attributes its 1998 performance to "the combination of solid audience growth of enthusiastic families with a potent promotional capability." He claims 40% of Cartoon Network's total audience are adults - a figure thatrises to 60% at weekends.

Copyright December 1998, Crain Communications Inc.

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