AMC Networks wants advertisers to pay more attention to its non-TV assets.
The company, which owns cable outlets like AMC and IFC along with niche streamers such as Shudder and Acorn, intends to give Madison Avenue a reason to consider all its venues, not just the biggest ones. “We’re really expanding what we cover beyond the just the core franchises, which are always obviously our mainstay, but into some of the brands that we’ve developed, like Shudder and Acorn that really deserve their own stage moment,” says Kim Kelleher, the company’s chief commercial officer, during a recent interview.
Among the company’s new offerings in this year’s soon-to-launch “upfront” market are the chance to link advertising across AMC, Shudder and the dynamic Las Vegas venue Sphere, which is backed by AMC Networks’ controlling shareholder, the Dolan family. In October, advertisers in the company’s annual “Fear Fest” Halloween programming schedule can gain exposure on Sphere in executions developed with the facility’s in-house studio. Shudder will, after a decade of existence, launch an ad-supported tier, and sponsors can consider different placement and format opportunities.
“This has never been done before,” says Evan Adlman, executive vice president of commercial sales and revenue operations, of the Sphere alliance. “It’s a pure white space.”
During the upfront sales season, TV networks try to sell the bulk of their commercial inventory ahead of their next cycle of programming. Demand in recent months has been heavier in sports and streaming, and the market appears poised for some uncertainty tied to the Trump administration’s implementation of tariffs, which have undermined the stock market.
AMC Networks earlier this year disclosed that U.S. advertising revenues decreased 11% to $561 million, citing a decline in linear ratings and “a challenging entertainment advertising marketplace.” A growing emphasis on streaming and broadband opportunities might serve to counter some of those trends.
Shudder will also serve as the debut platform for an unscripted horror-based competition series called “Guts & Glory.” The six-episode series, executive produced by director and effects master Greg Nicotero, puts players in an immersive horror experience and features an integrated sponsorship by Hyundai. The series will also debut on AMC+.
Acorn TV, meanwhile, will offer new ad opportunities as well. Acorn TV Mysteries will launch as a FAST channel and will feature series such as “My Life Is Murder,” “Harry Wild,” “Inspector Ellis” and the forthcoming “Irish Blood” which stars Alicia Silverstone. Brooke Shields will star in and executive produce “Allie & Andi”, a new six-episode crime drama. Shields plays a novelist who sets out to find the killer of a close friend. The series is created by Robin Bernheim. AMC Networks will also launch, Murder Mystery May, a new month-long programming event featuring the best mystery and crime series, across Acorn TV and other platforms.
AMC won’t ignore its mainstays. The company will invite advertisers to take part in a 15th anniversary celebration of “The Walking Dead” and its enduring impact on pop culture all year long. The company will launch new seasons of “The Walking Dead: Dead City” and “The Walking Dead: Daryl Dixon” as well as programming events. The third season of “Anne Rice’s Interview with the Vampire” will feature Vampire Lestat as a rockstar, and advertisers can take part in a promotional tour for the series, as well a first look “soundchecks” of the new season, shoppable co-branded consumer products in a Rock Shop merch store, and product integrations.
“The opportunity for us is to break down silos and begin to let our advertisers transact and measure how they want to and how they need to,” says Kelleher. “And I think we’re a moment where we hope brands will take advantage of some of the new currency opportunities up there, which allow you to get access to the largest aggregated audience that we’ve ever had.”
