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NEW TV SHOW ON H2

H2 Network Is a Hit With Men, Advertisers Channel That’s Actually About History Furthers Net’s Plan to Become Male Megabrand A&E Networks has been selling the History spin-off to advertisers as a place to reach “information cravers” that have been displacedas History focuses on entertainment programming. “We know [with] our character-driven series, which is really all we do [on History], we can get a really broad male-skewing audience, but there’s a portion of our viewers that still want the deeper dive,” said Dirk Hoogstra, senior VP-development and programming at History and H2. “So we said “If they are out there looking for that information, let’s give them a home.'” “History is a male megabrand that has outgrown just one network,” said Paul Cabana, H2 head of programming. H2 reaches an audience media buyers say is underserved. “Outside of ESPN, where do you go to find the affluent male? This is a sweet spot for advertisers looking for these men,” said Rob Bochicchio, exec VP-chief media-investment officer at ID Media. “It’s such a good cut of audience, the upscale male,” said Mel Berning, president of ad sales for A&E Networks. “Male viewers watch a lot of sports, a lot of news, but news skews really old,” he said, noting that H2 reaches men who aren’t necessarily sports viewers. “You can’t find these guys a lot of other places because they’re not watching broadcast.” “H2 is attracting more high-end advertisers from the financial, auto and tech world”, said Marc Morse, senior VP-national buying, at RJ Palmer.

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