A+E Networks will strike its 2021 upfront ad deals looking to count eyeballs that are often not included in TV deals, namely consumers over the age of 55.
To this end, the cable programmer, whose networks include A&E, Lifetime and History channel, will set primary audience guarantees against adults 18-plus, instead of the traditional 18-49 demographic, which doesn’t capture older audiences, says Peter Olsen, exec VP, ad sales, A+E Networks.
This comes as the average age for linear TV audiences continues to climb, averaging just under 59 years old, as younger viewers migrate to streaming options. That's up from 54.5 years old in 2017.
“Age should be part of the same discussion when we talk about diversity and inclusion,” Olsen says. “While not as drastic an issue, marketers need to represent this audience in their creative.”