Tom Ascheim, President, ABC Family, announce at its network upfront on Tuesday in New York that ABC Family was doubling-down on the life stage that has made it a leading voice in entertainment for W18-34, W18-49, F12-34 and a top five network with adults, in addition to having the most socially engaged audience. The network identified and coined the term ‘Becomers’ to describe people in this life stage. Traditionally, Becomers are in high school, college and the decade that follows and are navigating the wonderful, fun, exciting, and scary time in life when you experience the most firsts – first car, first apartment, first job, first love, first heartbreak – all the firsts that exists between who they are and who they want to become. Becomers are 69 million strong in the US, with an estimated spending power in the trillions.
“We are renewing our focus on an especially vibrant and important part of the consuming public, whom we have named ‘Becomers,’ and are committing to this life stage rather than to a generation,“ said Ascheim. Becomers are exploring and establishing who they are becoming – personally, professionally and romantically -- they live in that magical and messy place between their first kiss and their first kid. We are doubling our commitment to original programming and will serve their modern media habits with gusto by reconceiving our WATCH ABC Family app as a marriage of content and fandom that will make it a vital part of their viewing habit.”
