Between ever-shifting targets in the connected TV realm, escalating CPMs, and continued mergers and consolidation, navigating today’s television landscape can be an exercise in uncertainty for advertisers.

That’s why a growing pool of advertisers are coming home—both literally and figuratively—to Family Entertainment Television. With its high-quality classic programming from “Dragnet” to “Leave It to Beaver” to “Perry Mason,” a loyal audience hooked on the familiar flow of linear television, and the ability to deliver custom-branded messaging to viewers who largely don’t skip ads, the Nielsen-rated network is thriving where others are experiencing attrition.

Building on an already strong roster of advertisers, a full 50 percent of FETV’s Upfront partners in 2024 were new to the network. And the company is on track to again drive substantial gains this year in categories including pharma, retail, CPG, and QSR/casual.

This Upfront season, the FETV team is armed with reallocation analyses customized for each client and rooted in specific data that makes the case for bringing ad dollars back to linear from CTV, as well as spending on FETV vs. competitive networks. “Larger networks with similar audience profiles and programming have seen substantial erosion of 30 percent or more over the past two years as they continue to focus resources on their streaming product,” says Michael DuPont, FETV’s EVP of advertising sales. “It is an opportunity for us to justify reallocating a portion of their historical spending.”

The FETV sales team is comprised of seasoned executives who understand the market dynamics: VPs of national ad sales Christine Carbia, who joined last year from Scripps; Michael Claffey, most recently at AMC Networks; and Matt Yox, who joined from Warner Bros. Discovery; and SVP of performance sales Kyle Patten, formerly at Univision.

“Since joining FETV last July, I have had the opportunity to cultivate several new business partnerships with valued clients that I have worked with over the years,” Carbia says. “Our strategy of airing family-friendly programming is consistent, safe and provides quality viewers at an efficient price. Our value proposition makes sense for all categories.”

“We’ve had some clients that have dramatically shifted budgets to CTV over that last few years but are not seeing the results that justify the premium in pricing,” Yox says. “We are starting to see some of them move a portion of those dollars back to FETV with the confidence they will get the performance they are looking for, at an efficient price.”

Beyond offering a safe programming environment for brands, FETV also offers low duplication with other networks in its competitive set. “The majority of our audience is not watching those other networks,” DuPont says. “We are able to show potential clients how they can add reach.”

What’s more, FETV’s audience of “cord keepers” remain loyal to cable television and the network. “They are a very important target, and networks like us are benefiting because the programming matches what these viewers are looking for in terms of content and the familiarity with it,” DuPont says.

“Programming works closely with research to identify acquisition targets based on high audience duplication with our most popular series,” DuPont says. The network recently began airing complete, uncut episodes, a differentiating nuance he notes has brought a ratings bump in some key demos since implemented at the start of February.

Sunday movie matinees and programming stunts such as a May Rescue-thon during National EMS Week, which will feature hand-picked episodes of “Emergency,” offer tune-ins that are all sponsorable by advertisers, and this year the network will be leaning even more into holiday fare. “Our programming lends itself well to the advertiser demand in fourth quarter because most series have holiday episodes, and we add classic Christmas movies to the mix,” DuPont says.

Family Movie Classics, FETV’s sister network, which is not yet Nielsen rated, is continuing to elevate both its breadth and depth of brand clients.

“It’s been exciting for us to see the performance media budgets continue to grow on FMC, and they keep coming back,” says DuPont. “We know this audience is valuable to them because our audience is buying their products. We index very high on accumulated wealth and disposable income.”

“I have witnessed the strength of having an ad-friendly programming environment,” says Patten. “And I am excited to see the new programming coming to our FETV schedule this year and the additions to the growing library of cinematic classics on FMC.”

“Family Entertainment TV continues to add new business while others are losing share,” says Claffey. “We are easy for buyers to recommend to their clients because our programming, loyal viewers and ability to work with them on customized added-value.”

Case in point, FETV recently worked with a QSR company looking for a product tie-in.

“They said, ‘We have a summer promotion coming out for a new product. Could you develop an idea that showcases the brand and ties our marketing message to your programming during key dates this summer?’ And the marketing department was able to deliver something that will result a media buy for the first time for this company because they can’t get that kind of custom [opportunity] anywhere else,” DuPont says.

With its burgeoning lineup of beloved classics in a brand-safe environment, the ability to deliver a desirable target audience, and the dexterity to customize brand messaging, FETV is rolling out the welcome mat.