A&E, History Channel, H2, Lifetime, Lifetime Movie Network, fyi
While some of the network’s more provocative newer shows like the swinger-focused “Neighbors With Benefits” and sex worker expose “8 Minutes” generate a lot of headlines, it’s the old standards delivering the digital goods.
The decade-old “Criminal Minds” is carrying most of the ad effectiveness water for A&E, accounting for almost 40% of all the digital engagement activity across the entire network, with “CSI: Miami” making a good showing as well. So as interesting as the decision to resurrect the twice-cancelled procedural “Unforgettable” is, for now the ad impact remains focused on the incumbents.
Also interesting is A&E Networks’ willingness to experiment with cross-platform viewing activities. The network is committing its channels to the new Sling TV over-the-top streaming service from Dish Network, which allows viewers to stream shows on-demand.
As for advertisers, A&E’s moves are attracting mostly Insurance and Fast Food brands. Four of the top 10 advertisers across the network are insurance companies, and three are fast food.
In the last twelve months, A&E Networks (A&E, History Channel, H2, Lifetime, Lifetime Movie Network, fyi) have run more than 1.46M commercials. Lifetime has been responsible for the largest share (306k) of those, and A&E has the broadest brand mix (1,361 brands). Insurance Companies, Fast Food Restaurants and Auto Makers are the leading source of revenue for these networks.
Meanwhile, Criminal Minds accounts for nearly 40% of the digital activity surrounding TV ads on A&E this year.
Overview:
In the last 12 months, A&E has run ads for 1,361 brands across over 272k commercials.
This year alone A&E has aired commercials for 886 brands with 74,905 commercials.
Spending patterns:
The network receives the bulk of its advertising dollars from: Fast Food Restaurants (5.71%), Insurance Companies (5.69%), Auto Makers (3.81%), Casual Restaurants (2.18%) and Wireless Electronics (2.16%)
The brands most active on the network include: GEICO (2.17%), Liberty Mutual (1.03%), Subway (0.88%), Warner Bros. (0.87%) and Esurance (0.83%)
*TV Network promotions account for 16.49% of in network and out of network spend values
***more spend data available below
Engagement:
The industries most likely to generate a digital response: Insurance Companies (14.4%), Fast Food Restaurants (11.7%), Wireless Electronics (9.8%), Candy/Gum Manufacturers (8.98%) and Auto Makers (4.06%)
The brands most likely to generate a digital response: GEICO (8.43%), M&M’s (7.06%), AT&T (4.69%), McDonald’s (3.87%), and T-Mobile (3.41%)
Shows:
Criminal Minds accounts for nearly 40% of the digital engagement for the entire network. (38.04%)
CSI: Miami indexes very high, accounting for nearly 10% of the digital engagement for the network, at less than 5.5% of the total spend.
The Returned is one of the lowest indexing shows on the network, receiving almost 1.5% of the Spend SOV, and returning about 0.75% of the networks digital engagement.
MORE:
History Channel Overview
In the last 12 months, the History Channel has run ads for 1,270 brands, across 241,411 commercial spots.
This year alone the History Channel has aired commercials for 803 brands, with 68,058 commercials.
H2 Overview
In the last 12 months, H2 has run ads for 880 brands, across 186,788 commercials.
This year alone H2 has aired commercials for 547 brands, with 54,559 commercials.
Lifetime Overview
In the last 12 months, Lifetime has run ads for 1,296 brands, across 306,347 commercials.
This year alone Lifetime has aired commercials for 836 brands, with 86,398 commercials.
Lifetime Movie Network Overview
In the last 12 months, LMN has run ads for 1,170 brands, across 231,671 commercials.
This year alone LMN has aired commercials for 704 brands, with 63,567 commercials.
fyi Overview
In the last 12 months, fyi has run ads for 940 brands, across 227,599 commercials.
This year alone fyi has aired commercials for 560 brands, with 67,938 commercials.
A&E TOP SPENDERS:
