AMC Networks’ Upfront Strategy Puts More Spotlight on Streaming

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AMC Networks wants advertisers to pay more attention to its non-TV assets.

The media company, known for networks like AMC and IFC, as well as streaming platforms such as Shudder and Acorn, aims to make Madison Avenue take notice of its entire range of offerings, not just the prominent ones. Kim Kelleher, the company’s chief commercial officer, recently stated, “We are broadening our content beyond just our primary franchises, which remain our foundation, but also highlighting lesser-known brands like Shudder and Acorn that merit their own spotlight.

This year’s “upfront” market will see some exciting new additions from the company, such as the ability to synchronize advertising across AMC, Shudder, and the innovative Sphere venue in Las Vegas, which is primarily owned by the Dolan family, who are major shareholders of AMC Networks. In October, advertisers participating in the company’s annual “Fear Fest” Halloween programming schedule will have an opportunity to be showcased on Sphere through collaborations with the venue’s internal studio. Additionally, Shudder, which has been around for a decade, plans to introduce an ad-supported tier, offering various placement and format options for sponsors.

According to Evan Adlman, the Sphere alliance’s executive vice president for commercial sales and revenue operations, this is an unprecedented venture. It represents an entirely new area of opportunity.

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Evan Adlman, the executive vice president of commercial sales and revenue operations at the Sphere alliance, asserts that this undertaking has never been attempted before. He describes it as a completely untapped field.

During the initial phase of the sales period for TV networks, they aim to sell most of their advertising space before transitioning to a new round of programming. Lately, there’s been increased demand in sports and streaming sectors, but the market seems to be on edge due to potential uncertainties related to the Trump administration’s tariff policies, which have negatively impacted the stock market.

Earlier this year, AMC Networks announced a drop of 11% in U.S. advertising revenues to reach $561 million, attributing the decline to decreased linear ratings and a tough advertising marketplace for entertainment. However, an increasing focus on streaming and broadband could potentially offset some of these trends.

Shudder marks the premiere of the original unscripted series “Guts & Glory”, a spine-tingling competition show centered around horror. Developed under the guidance of director and special effects maestro Greg Nicotero, this six-episode series plunges players into a chilling, immersive horror experience. Hyundai is integrated as a sponsor throughout the show, and it will first air on AMC+.

Acorn TV is planning to introduce fresh advertising options too. Beginning as a Free Ad-Supported Streaming Television (FAST) channel, Acorn TV Mysteries will showcase series like “My Life Is Murder,” “Harry Wild,” “Inspector Ellis” and the upcoming “Irish Blood,” which stars Alicia Silverstone. In addition, Brooke Shields is set to star in and co-produce “Allie & Andi,” a new six-episode crime drama. Here, Shields plays a writer who endeavors to uncover the killer of a close friend. The series has been created by Robin Bernheim. Furthermore, AMC Networks will debut Murder Mystery May, a month-long programming event showcasing top mystery and crime series, across Acorn TV and other platforms.

As a devoted cinephile, I’m thrilled to share that AMC is rolling out the red carpet for its beloved classics. They’re planning an epic 15th anniversary celebration for “The Walking Dead,” honoring its lasting influence on pop culture throughout the year. Exciting new seasons of “The Walking Dead: Dead City” and “The Walking Dead: Daryl Dixon” are in the works, along with engaging programming events.

But that’s not all! The third season of “Anne Rice’s Interview with the Vampire” is set to unveil Vampire Lestat as a rockstar. Advertisers have the opportunity to hop on board for a promotional tour of this captivating series, sneak peeks into the new season’s “soundchecks,” shoppable co-branded consumer products at a Rock Shop merch store, and product integrations that will make you feel like part of the band.

Kelleher suggests that we should aim to eliminate barriers between different departments and give our advertisers the flexibility to transact and measure their performance as they see fit. Additionally, he expresses hope that brands will capitalize on the new currency options available, which offer access to the biggest aggregated audience we’ve ever had.

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2025-04-07 17:19