In a move its head of sales calls a “radical” departure from the long-held orthodoxy of catering to youth, A+E Networks has decided to embrace TV viewers 55 and older.The owner of networks like A&E, History and Lifetime says it will transact with advertisers on a total-audience basis, departing from the industry’s focus on demographics.
A+E will hold its virtual upfront event on March 3, outlining primary audience guarantees against adults 18 and older.In an interview with Deadline, A+E ad sales president Peter Olsen emphasized that the company is not abandoning younger viewers.
But he said the total-audience orientation will help the company more effectively reach viewers who matter most in terms of making ad buys effective.
Read more on deadline.com
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