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AMC Proceeds With Targeted TV

18 Jun, 2009 Response This Week

NEW YORK – Rainbow Media’s AMC network is entering a new phase of testing for its Audience Identity Metric (AIM) tool, which pairs marketers with targeted audiences, reports The testing began last year and matched up advertisers with psychographically targeted film packages.

Its latest partnership is with advertiser Shell-Pennzoil, which is looking to reach adults 25-54, men 25-54 and adults 18-49, based on a portfolio of movies. The lineup of movies includes “Karate Kid,” “U.S. Marshals,” “The Godfather,” “Apollo 13” and “The Rookie.”

“When you buy cable, there’s so much inventory that when it comes to movie titles, you don’t really know where you’re going to land too far in advance,” says Jay Baum, a managing partner at WPP Group’s MediaCom, Shell-Pennzoil’s media agency. “This takes away that step of having to work through all the schedules and getting all the right inventory.”

The expanding of AIM coincides with AMC’s new network branding initiative. The tag line, “Story matters here,” is meant to link the network’s lineup of classic movies to its original series “Mad Men” and “Breaking Bad.”

AMC partnered with Nielsen for a custom study that polled 5,000 TV viewers about their behavioral characteristics when creating the new engagement metric to sell to clients in the automotive, financial and electronics categories. The goal was to show that targeted research helps advertisers stray from the more obvious movie match-ups.

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