A+E Networks Ad Sales Chief Peter Olsen Retiring After 20-Year Run; Toby Byrne To Succeed Him

A+E Networks is seeing a changing of the ad sales guard, with Peter Olsen calling it a career after a 20-year run at the company and Toby Byrne stepping up as his successor.

Olsen has guided the company’s strategy through a host of changes, helping it continue traditional linear sales while significantly expanding data-driven, multiplatform efforts. A+E, whose networks include Lifetime, A&E and The History Channel, was the first network group to guarantee outcomes for advertisers. Olsen updated the company’s approach to ad metrics and explored new methods of audience measurement at a time of grueling transition for an industry contending with the rise of streaming and digital competition.

“Peter has been a brilliant and kind leader who has guided A+E Networks through its most transformative years,” A+E Networks President and Chairman Paul Buccieri said in a press release. “He has fostered a culture of innovation that has solidified A+E’s prominence in multiplatform advertising. Along the way, Peter has cultivated a best-in-class ad sales team. Peter’s commitment to the industry and his relationships with key partners have set the stage for our continued success.”

Byrne, who joined A+E Networks as EVP of Ad Sales in January 2024, will now oversee all ad sales operations across A+E’s portfolio, including The History Channel, A&E, Lifetime, and their digital platforms. His responsibilities will encompass strategic audience solutions and content partnerships.

“In less than a year, Toby’s impact has already strengthened A+E’s position as a marketplace innovator,” Buccieri said. “With his collaborative approach and dedication to impactful partnerships, Toby will continue driving success in our rapidly evolving industry. He brings a strong foundation to build on Peter’s legacy as A+E Networks enters its next phase of growth and excellence.”

Prior to A+E, Byrne held several notable posts, including as President of Advertising Sales at Fox Networks Group. In that role, he unified the advertising teams across Fox Broadcasting, Fox Sports, FX Networks, and National Geographic Channels, overseeing a team of more than 400. During his tenure, he led strategies for ad sales in both entertainment and sports, helping launch cable networks FS1 and FS2, and overseeing ad sales for premier events such as the NFL, MLB, and FIFA Women’s World Cup. He has also worked beyond the traditional linear sector, serving as president at Zefr, a brand suitability firm targeting and measurement on platforms like YouTube, Meta, and TikTok.