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

Company also sets virtual upfront event for March 3


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.

The company’s ad sales team will move to transact on a total audience currency—one that accounts for all adults 18 and up—in a dramatic shift that it will push for during the 2021-22 upfront talks.

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