AMC Networks is making a push for advertisers to pay more attention to its non-TV assets. The company, known for cable outlets like AMC and IFC as well as niche streamers such as Shudder and Acorn, is expanding its offerings to give Madison Avenue a reason to consider all its venues, not just the biggest ones.
Kim Kelleher, AMC Networks’ chief commercial officer, stated in a recent interview that they are broadening their coverage beyond core franchises to include brands like Shudder and Acorn. This move aims to give these brands their own spotlight and showcase the unique advertising opportunities they offer.
One of the new offerings in this year’s upcoming upfront market is the opportunity to link advertising across AMC, Shudder, and the dynamic Las Vegas venue Sphere, supported by AMC Networks’ controlling shareholder, the Dolan family. Advertisers can gain exposure on Sphere during the company’s annual “Fear Fest” Halloween programming schedule, with executions developed in collaboration with the venue’s in-house studio. Shudder will also launch an ad-supported tier after a decade of existence, opening up new placement and format opportunities for sponsors.
Evan Adlman, executive vice president of commercial sales and revenue operations, described the Sphere alliance as “a pure white space,” highlighting the innovative nature of this collaboration. This move comes at a time when the TV advertising market is experiencing shifts, with heavier demand in sports and streaming and potential uncertainty due to external factors like tariffs.
While AMC Networks reported a decrease in U.S. advertising revenues earlier this year, the company is focusing on streaming and broadband opportunities to counteract these trends. Shudder will debut an unscripted horror-based competition series called “Guts & Glory,” featuring an integrated sponsorship by Hyundai. Acorn TV will also offer new ad opportunities, including the launch of Acorn TV Mysteries as a FAST channel with a lineup of compelling series.
In addition to these new offerings, AMC Networks will continue to highlight its mainstays like “The Walking Dead,” celebrating its 15th anniversary with new seasons and programming events. The company will also debut the third season of “Anne Rice’s Interview with the Vampire,” featuring Vampire Lestat as a rockstar, with opportunities for advertisers to participate in promotional activities and product integrations.
Kelleher emphasized the importance of breaking down silos and providing advertisers with the flexibility to transact and measure their campaigns effectively. With new currency opportunities and access to a larger aggregated audience than ever before, AMC Networks is poised to offer brands a unique and impactful advertising platform.
