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AMC is touting new research, developed with Nielsen, that it says gives advertisers the ability to target audiences based on certain behavioral characteristics.
The Audience Identity Metric will let advertisers list specific types of audiences that they want to reach; AMC will then craft movie packages ideal for reaching those viewers, and will guarantee the advertisers delivery of those audiences, according to Broadcasting & Cable.
AMC, which has doubled its research budget over the past 18 months to better understand its audience, created the AIM metric by asking some 5,000 viewers about their movie and behavioral preferences.
The network is also offering a second measurement tool that can reportedly be applied to all networks. The Ad Vantage metric, developed with Nielsen and Simmons, measures engagement and receptivity, according to AMC.
The new metrics are part of an initiative to make TV measurement as accountable as online advertising, particularly search marketing. Spending on internet advertising grew 15.9 percent last year, while cable TV advertising grew just 6.5 percent, according to TNS Media Intelligence.
AMC is up 6 percent in prime time during Q1 08, to 1.22 million total viewers.
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