TNT to Drop Spot Load 50 Percent

TNT will offer 50 percent reduced ad loads on all its new original dramas in 2017, and could also expand that offering to TBS' original series in 2018, TNT and TBS president Kevin Reilly told reporters today at the Television Critics Association's summer press tour in Los Angeles.

"We're seeing very, very good results for that," said Reilly, who is also chief creative officer for Turner Entertainment, of Animal Kingdom's ad load reduction, which has added 10 minutes or more of content per episode. "Not only is the commercial rating higher, but we're also seeing a nice ratings lift."

Accoridng to AdWeek, Reilly said Turner is still waiting on more data, but "we've seen indications there will be a higher brand recall." Focus groups have noted that "you really see the difference," he added.

There was a "robust" response to TNT's reduced ad loads in this year's upfront, where Turner secured double-digit CPM gains. Turner ad sales chief Donna Speciale and her team sold reduced ad loads for new TNT dramas during the upfront, but "I want to do it across the board," said Reilly, who said the approach "has been embraced by the advertising community.

For now, his shows have shorter breaks, instead of fewer breaks, but "we're still playing with that," said Reilly.