A+E Networks Pushes Dramatic Upfront Shift From Demos to Total Audience Metrics

Company also sets virtual upfront event for March 3

A+E Networks has been discussing this shift for two years, said Peter Olsen. Getty Images

Networks have spent years trying to prevent linear ratings from falling among the key adults 18-49 and 25-54 demographics—without much success. Now, A+E Networks is preparing a bold new proposal for marketers at this year’s upfront: Instead of focusing on the audiences who aren’t watching, it wants to concentrate on the ones who still are.

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@jasonlynch jason.lynch@adweek.com Jason Lynch is TV Editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.