Turner, the media company whose portfolio includes CNN, TBS, Cartoon Network and NBA.com, is expanding its existing partnership with Snapchat in a bid to appeal to the lucrative Millennial demographic, the two companies revealed today.
“This deal marks the latest strategic move for Turner to innovate within the digital arena and provide complementary viewing experiences for a younger, mobile-centric audience,” Turner president David Levy said. “Snapchat is a powerful outlet to directly connect with the Millennial generation and perfectly aligns with our portfolio-wide strategy to engage with audiences at every touch point.”
The deal, which includes content, distribution and advertising, will increase Turner’s brands on Snapchat’s Discover platform, and the companies will work together to develop original shows for Snapchat based on brands that young people like such as TBS, Adult Swim and truTV. The deal will also expand on Turner’s current live sports coverage such as the NCAA Men’s Basketball Championship and the PGA Championship. Additionally, the Bleacher Report, a sports network aimed at Millennials that Turner bought in 2012, will launch a Discover channel in the U.S. (it already had one internationally). The CNN Discover Channel will beef up its daily coverage and focus on news stories “hand-curated” for Snapchat users.
“Millions of Snapchatters value the authoritative and credible reporting by CNN and Bleacher Report every day and we are excited about offering more frequent news updates and expanding Bleacher Report’s Discover coverage to the U.S.,” said Nick Bell, vice president of content at Snap Inc. “We’re also thrilled to be building on two years of our Live Story coverage of March Madness with expanded sports content.”
The companies will join forces on ad sales to create “exclusive and immersive ad experiences that provide brands the space to connect with Millennials in a dynamic mobile environment,” according to the companies.