Michelle McAteer is senior director of sponsorship development and production for TBS, TNT and Turner Classic Movies (TCM). In this capacity, she leads the collaboration of senior network staff in strategically developing customized, multi-platform sponsorships and promotions that define the network brands and effectively use promotional assets in a user-friendly manner. She also oversees the development and production of all custom integrated promotions, sponsorships and advertiser-driven marketing partnerships, managing communication between the advertising sales group and the other network departments. McAteer is based in Atlanta and reports to Nicole Priem, vice president of sponsorship solutions for The TEN Sponsor Shop, Turner Entertainment Networks’ internal sponsorship entity.
Sponsorships and promotions are a critical aspect of Turner Broadcasting’s sales strategy and success. In 2007 and 2008, approximately 90% of all sales deals making up ad revenue for the networks included a sponsorship or a promotion, with more than 1,000 sponsored elements appearing on air each month. McAteer’s work supporting sponsorships and promotions is vital toward maintaining and increasing TBS, TNT and TCM’s advantage in the marketplace.
McAteer first worked with Turner Broadcasting beginning in 2001, when she served as manager of special projects for Norseman Productions as a liaison between TBS Sales, clients, franchise producers and Norseman. In that role, she worked on sales promotions, sales decks, trade outs, franchise shoots and sales briefs. She joined Turner Broadcasting fully in 2003 and added TNT’s sponsorships and promotions to her duties for TBS. Her role later expanded to include TCM, as well as sponsorship development for all three networks. Her group now manages more than 50,000 sponsored elements each year and develops hundreds of custom concepts for advertising clients.
Before joining Norseman Productions, McAteer served as manager of affiliate marketing and co-op advertising for UPN. Prior to that, she held executive assistant positions at UPN and Columbia TriStar Television.
McAteer holds a bachelor’s degree in journalism from the University of Georgia.
Turner Broadcasting System, Inc., a Time Warner company, creates and programs branded news, entertainment, animation and young adult media environments on television and other platforms for consumers around the world.