Lionsgate partners with FreeWheel for exclusive FAST channel ad access

Lionsgate Entertainment Corp. (NYSE: LION) has entered an exclusive partnership with FreeWheel to provide advertisers direct access to its free ad-supported streaming television (FAST) channel inventory in the United States.

Under the agreement, FreeWheel will serve as the exclusive ad-serving partner across Lionsgate's nearly 30 U.S. FAST channels. Media buyers can now access Lionsgate's streaming content through the FreeWheel supply-side platform for both direct and programmatic advertising purchases.

Lionsgate operates over 40 FAST channels globally, featuring content from its film and television library including John Wick, The Hunger Games, Twilight, The Conners and Nash Bridges franchises. The portfolio includes MovieSphere, which the company describes as the only FAST channel rated by Nielsen, and 50 Cent Action, developed in collaboration with the entertainer.

FreeWheel will facilitate unified advertising decision-making across Lionsgate's branded U.S. FAST channels. The partnership aims to provide buyers with consolidated access to what both companies characterize as premium, brand-safe streaming environments.

"It was an easy decision to choose FreeWheel, a leader in the space, as our exclusive technology partner across our ad-supported FAST business," said Chase Brisbin, executive vice president of international SVOD sales and head of global channels at Lionsgate.

FreeWheel, owned by Comcast Corp., operates what it calls the world's largest premium connected television marketplace. The company released research indicating that 43% of viewers watch FAST content and 87% of FAST reach is incremental to traditional television campaigns.

Holmes Media advised Lionsgate during the negotiation process.

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