Apocalypse Now: Buyers Go All-In on 'Fear the Walking Dead'
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TV’s highest-rated scripted series is about to spawn a spinoff of sorts, and media buyers are all but kicking the door in for a crack at it.
AMC’s “Fear the Walking Dead” staggers into the Sunday 9 p.m. time slot beginning August 23, and the companion series to “The Walking Dead” is the summer’s hottest ticket. But for a handful of 30-second spots that have been held back to take advantage of a healthy scatter market, all available inventory in the six “Fear” episodes has sold out, and at rates that rival those commanded by the flagship show.
Much of the demand for “Fear” has to do with the unprecedented success of the mother ship series. According to Nielsen live-plus-same-day data, season five of “The Walking Dead averaged 14.4 million viewers and a staggering 7.4 rating in the adults 18-to-49 demo, making it far and away TV’s top-rated non-NFL telecast. (In head-to-head competition, the eight fall episodes of “TWD” out-gunned NBC’s otherwise impregnable “Sunday Night Football” by three-tenths of a point; your final score: Zombies 7.5, Pigskins 7.2.)
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