In March, AMC revealed that it’s looking for “additional ad-supported platforms where its content can be seen, increasing the reach it can offer advertisers.” The network has also launched the “Content Room,” a new in-house studio, with Kim Kelleher, the president of commercial networks and partnerships saying, “wherever our audiences are convening, we want to keep the engagement going.” Additionally, AMC hired two new execs in March: Dan McDermott as president of original programming, and David Beck as executive VP and head of programming strategy and business operations.
With all that in mind, we put together a deep dive on the network using analysis from Inscape and iSpot, to surface viewership trends and advertising highlights around AMC so far this year. (The data below is from Jan. 1 through May 13.)
Viewership Trends via Inscape
First, a look at AMC audience location. DMA data from Inscape.tv, the TV data company with insights from a panel of more than 15 million smart TVs, shows that in general, households in DMAs in the eastern half of the United States tuned into AMC more than the West Coast, with multiple hot spots of viewership in the Northeast including Albany-Schenectady-Troy, NY and Elmira, NY; as well as Charlestown-Huntington, WV; Bluefield-Beckley-Oak Hill, WV; Myrtle Beach-Florence, SC; and Dothan, AL.
When it comes to other networks watched by AMC viewers, niche cable networks are favored, led by IFC, BBC America, Syfy, SundanceTV and FX.
Based on the average percent of households watching, the top programming on AMC so far this year includes The Walking Dead, Two and a Half Men (which began airing on AMC in syndication in August 2019), Better Call Saul, Talking Dead and Taken (the movie).
When it comes to other shows watched by AMC viewers off-network, two Star Trek series lead, followed by Seven Worlds, One Planet, Yellowstone and Planet Earth: Blue Planet II.
Inscape has minute-by-minute viewing data for anything that airs on AMC. Below, for instance, a look at the April 5 episode of The Walking Dead. AMC aired reruns ahead of the new episode, and viewership jumped once the new episode began and continued to increase, spiking in the final moments.
When it comes to other shows that The Walking Dead fans watch (both on- and off-network), Forged in Fire, Married…With Children, Futurama, Impractical Jokers and Teen Mom OG are high on the list.
Advertising Trends for AMC
According to iSpot.tv, the always-on TV ad measurement and attribution company, there were 27.1 billion TV ad impressions served on AMC from Jan. 1 through May 13, representing a 12.74% increase from the same time period in 2019. AMC is ranked No. 25 for TV ad impressions so far this year (during the same time period in 2019, the network ranked No. 27 for impressions).
Shows with the highest impression-counts on AMC include The Walking Dead (1.7 billion impressions, a 26.78% decrease from the same time period in 2019), Breaking Bad (953.4 million), Two and a Half Men (873.1 million), Top Gun (the movie, 656 million) and Better Call Saul (639.2 million).
During the same period in 2019, The Walking Dead was the only non-movie to make the top five list of programming on AMC by impressions served. The introduction of Two and a Half Men in syndication to AMC starting in late 2019 and continuing into 2020 has clearly resonated with viewers, as it’s No. 3 for impressions this year. Breaking Bad did not air on AMC in the same time period for 2019, but since its limited appearance in early 2020, it’s jumped into second place for impressions served.
iSpot also has attention analytics that measure viewer attention to ads, such as the iSpot Attention Score (the percentage of an ad that is played across a TV device). Looking at attention for ads that aired during the top three AMC shows by impressions:
- The Walking Dead – Attention Score: 91.22; 5% less likely to be interrupted
- Breaking Bad – Attention Score: 91.02; 3% less likely to be interrupted
- Two and a Half Men – Attention Score: 92.03; 14% less likely to be interrupted