Key Points
- Weigel Broadcasting has launched MeTV Audience Intelligence, a new audience-based advertising platform across its portfolio of multicast television networks.
- MeTV Audience Intelligence supports audience planning, activation and measurement using consistent audience definitions across campaigns.
- The solution allows advertisers to buy campaigns based on audience interests, behaviors and purchase intent rather than traditional age and gender demographics.
Weigel Broadcasting has introduced a new advertising platform designed to bring audience-based buying capabilities across its portfolio of broadcast television networks as advertisers continue shifting beyond traditional demographic targeting.
The platform, called MeTV Audience Intelligence, leverages the branding of Weigel’s most-popular multicast television network, whose classic programming often ranks among the most-watched shows in Nielsen’s weekly national reports.
MeTV Audience Intelligence supports other Weigel multicast networks as well, including Heroes & Icons, Start TV, Dabl, Catchy Comedy, Story Television, MeTV Toons, Movies! and West, the company said in a statement on Tuesday.
The launch is rooted in a broader industry shift away from core viewership demographics — the broadcast industry tends to focus on adults between the ages of 18 and 49 years old, while networks rely on data from viewers between 25 and 54 years old — in favor of audience segments built around consumer interests, behaviors and purchase intent.
“Advertisers are increasingly looking beyond traditional demographic buying and want to plan and execute campaigns around the audiences they want to engage rather than relying on age and gender alone,” John Hendricks, the Executive Vice President of Weigel Broadcasting, said in a statement. “By combining the scale and trust of our broadcast television networks with advanced audience targeting and measurement capabilities, MeTV Audience Intelligence helps advertisers connect with the right audiences with greater precision, delivering measurable campaign results.”
The new platform enables advertisers to use consistent audience definitions throughout campaign planning, activation and measurement, creating a more streamlined workflow while improving transparency and campaign reporting. The company said the approach also simplifies cross-publisher media buying by allowing brands to execute audience-based campaigns more efficiently across multiple television networks.
MeTV Audience Intelligence is built on Weigel’s portfolio of multicast networks, which the company said reached more than 118 million unique viewers during 2025.
The platform integrates with several audience data and measurement providers, including DatafuelX, VideoAmp and OpenAP, as well as other data partners. Those integrations allow advertisers to activate privacy-safe audience segments while maintaining the broad reach, frequency and brand-safe environment associated with linear television, Weigel said.
Weigel’s multicast networks are available on free, over-the-air broadcast stations in most markets across the country, and have national reach through pay television platforms like Frndly TV, DIRECTV, Dish Network, Sling TV and Philo.
