AMCs you

While the internet definitely has its disadvantages it certainly offers media planners some things that traditional media has a hard time keeping up with. It may be hard be to grasp exactly who is looking at what and for what reasons, but it can offer direct access to many niche markets. By choosing specific media options planners can hit their targets pretty effectively. This is where some of our normal forms of media such as network TV and radio fall short. It becomes very hard to tell exactly who is tuning in and what kind of people are actually paying attention to the shows.

AMC has now decided to launch a new kind of rating system for their network which seeks to use behavior based measures to determine who their viewers are. Teamed with Nielsen, they have begun to use the Audience Identity Measure or AIM which will help advertisers match brands to the psychographic categories of their viewers.

The main focus of the project at the moment is to link automotive, financial and theatrical advertisers to their targets. AMC has linked over 150 of their movies to certain attributes such as buying preceptors and demographic criteria to create a broader database of marketing capabilities. They began using this system last year with the release of their first two new TV series “Mad Men” and “Breaking Bad”. Each show was aired after specific movies that AMC determined would attract and then keep the shows targeted market.

The senior analyst described the process like a big game of Plinko from the price is right. They have many different categories all on the same block and their aim to drop as many chips into the appropriate spots as possible. Over all AMC hopes to shed to the problems that TV advertising has and adopt some of the specific benefits that the internet offers. While it may be the first of its kind, we will very likely be seeing more of it in the near future.