Brian Steinberg Senior TV EditorMadison Avenue tends to focus on the young. Now the owner of TV’s Lifetime, History and A&E cable outlets is pressing advertisers to pay more attention to more than a few old souls.A+E Networks intends to do ad deals based on what it calls a “total audience currency” in the industry’s next round of “upfront” negotiations, when U.S.
TV networks try to sell the bulk of their commercial inventory before launching another cycle of programming. For decades, big advertisers have paid depending on how many viewers between 18 and 49 watch a particular show, a nod to the belief that younger consumers can be swayed more easily to try new products and services.
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