Case Study: AMC Networks captures new viewers and boosts advertiser value with IBM Analytics

Capturing new viewers, predicting ratings and adding value for advertisers in a multi-channel world

AMC Networks, a major cable television company, faced the challenge of understanding viewer behavior in a rapidly evolving multi-channel landscape. With a new generation consuming content differently, the company needed to move beyond traditional ratings and leverage its vast data to gain a competitive edge and attract advertisers. They partnered with vendor IBM to build an in-house analytics capability.

IBM provided a suite of software including IBM PureData System for Analytics, IBM Cognos Business Intelligence, and IBM SPSS Modeler. This solution enabled AMC to analyze massive datasets in seconds instead of weeks, leading to smarter marketing and scheduling decisions. The results included a rapid return on investment, major cost savings by reducing reliance on external vendors, and a demonstrated increase in video-on-demand transactions from targeted campaigns. IBM's tools empowered AMC to predict show success and create a more valuable proposition for both viewers and advertisers.

AMC Networks

Vitaly Tsivin

SVP Business Intelligence