A+E Networks Plans New Push Into TV Shows Focused on Food, Home

variety.com:

Brian Steinberg Senior TV EditorA+E Networks has long been in the business of selling advertising time for its linear cable networks.

But as it moves into a new era of haggling over audiences who watch TV in decidedly non-traditional fashion, it has started to push advertisers to find new ways to spend their money.“As our industry continues to evolve, we remain focused on premium, popular and relevant stories and storytellers and are expanding the ways our viewers can find our content,’ says Paul Buccieri,” president and chairman of A+E Networks Group, in a prepared statement, adding: “In an ever-changing landscape, we are providing our advertisers more —  more programming featuring the world’s most beloved talent, more best-in-class opportunities to reach their targets, and more custom solutions to exceed their goals and deeply engage their audiences.” A+E Networks is holding a virtual upfront presentation Wednesday for advertisers.

Yes, A+E backs cable networks like History Channel, Lifetime, Vice TV and Crime & Investigation. In 2022, says Olsen, the company will put a stronger emphasis on genres categories of content, including historical and documentaries; biographies and pop culture; and movies and features. “People are discovering and connecting differently now,” says Peter Olsen, president of ad sales for A+E Networks, in an interview, and A+E is more conscious of fans who might search for a type of program at a moment of their own choosing rather than tune in to a specific daypart or network.

Advertisers, he says, are as well, and want to place their commercials alongside narrower categories that help them hone in on their most likely customers,With that in mind, A+E is putting a spotlight on home improvement.