Forget Data: AMC Focuses on Its Shows in Pitches to Advertisers
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It shouldn’t be news that a TV network will be touting its shows during the upfronts. But as sales executives’ pitches have turned toward data-driven audience buying, new ad products and non-traditional commercial formats, AMC Networks’ plan to focus on its programming in advertiser meetings this week stands apart.
“The content is more important than ever and that’s what I think an upfront should be about — what stories are you going to be telling us, what are the results of my investment, what do my clients see for next year that they want to be part of?” said Scott Collins, president-advertising sales, AMC Networks.
TV sellers are also eager to take advantage of a marketer uprising over ads on questionable YouTube videos. The content message has become especially relevant as marketers are “pulling their messages from elsewhere and putting them where they can rely on the content,” said Charlie Collier, president-AMC, SundanceTV and AMC Studios.
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