Adult Swim is known as a magnet for young men with its way-out-there animated and live-action series. But the cabler made a point of pitching its appeal to millennial femmes at its upfront gathering at Gotham’s Terminal 5 event space Wednesday night.
Adult Swim’s minimalist approach to an upfront presentation consists of a short animated video that unspools shortly before the start of a top-drawer musical act — this year, Outkast.
Adult Swim emphasized that it remains the cable leader with millennial viewers in the 18-34 demographic. The female composition of its audience is 43% (“No, really, why do you look so surprised?” slate read).
In a year when most networks were talking up the growth of non-linear viewing options for their shows, Adult Swim zagged and noted that on average 94% of its viewing is done live. That was a counterintuitive stat given that younger viewers are the most likely to seek out streaming and VOD options. Adult Swim, of course, chalked it up to the high level of engagement that viewers have with its shows.
As always, the atmosphere at Adult Swim is part-performance art show and part frat-house party. The cabler’s trademark “big baby” — a large man dressed only in a diaper — was tucked away in a crib in a corner as guests climbed up to the second and third floors to visit a T-shirt decorating station, a photo area stacked with wacky props and other hands-on activities.
Among the partygoers making the rounds were Mike Tyson and Jack McBrayer (who have new shows for the channel) along with new Turner Broadcasting CEO John Martin, Turner prexy David Levy and ad sales chief Donna Speciale.
(Pictured from left: Donna Speciale, David Levy, members of Outkast and John Martin)