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A&E Open to Other Metrics beyond Program Ratings

Like Scripps, A&E is bringing a variety of metrics to advertisers for possible use during May’s upfront marketplace.

The network will hope to ink deals based on engagement, brand recall, the success of past deals, and commercial ratings, writes MediaPost. Success stories include a deal with Paramount Pictures for the film Zodiac which aired during a basic cable premiere of The Sopranos. That broadcast featured no commercials in its first half hour except for a two-and-a-half minute spot for the new film. The Zodiac spot witnessed higher ratings over the average ratings for the entire program (including commercials and other non-content time).
Another successful deal with with Criss Angel: Mindfreak, in which Tanqueray did a hybrid branded integration, with elements of the show appearing in the Tanqueray commercial. IAG Research showed that Tanqueray achieved a 35 percent brand recall with a likeability score of 27 percent.

A&E will be offering traditional branded integration, as well.

For the first time this year, A&E will be using such IAG Research data on engagement - a metric which NBC also plans to use during its deal-making in two months.