I classify IPs by five tiers. Classifying them is more art than science, and it ignores purely "non-horror" IPs. I could add a sixth tier of "not happening," but it's not really needed.
Tier 1: Popular, Soft-Horror - This is the Stranger Things, TWD, and AHS. While AHS is scary, its horror can be fairly muted compared to the things in Tier 2. Billie Eilish actually fits here. In theory, Ghostbusters fell here, too. Probably the only current IP that hasn't been used (recently) that fits in this tier is Jurassic Park. This is casual and marketing friendly. Perfect grabs.
Tier 2: Popular True-Horror - Here is where the Conjuring, IT, the Titans of Terror, Scream, etc. reside. The reason why it's Tier 2 is because its closer association with horror does turn off a segment of the general population. This is what attracts the "horror casuals" I referred to previously (people who will go see Conjuring, but won't bother watching Hellraiser).
Tier 3: Known True-Horror - Here is actually where a good number of HHN stuff falls, and what most HHN fans want to see. The Thing, Halloween, Child's Play, Hellraiser, and the like fall here. This is for stuff that the "horror casuals" are aware of, but may have never bothered seeing. They work as headlining filler. Honestly, I'd argue Haunting of Hill House and the Classic Monsters fall here.
Tier 4: Cult Classics - These are the IPs that target niches and, pretty much, speak for themselves. Trick or Treat, Evil Dead, HoTC, Klowns, etc. fall here. Pure filler, mostly, and meant to be the bone thrown to the demanding HHN fans. Their horror bono fides are less important than their popularity within the niche. Beetlejuice, Gremlins fall here. I'd put originals (all, including icons) in Tier 4.
Tier 5: Known Soft-Horror - Here's the fun one. These are soft IPs that don't attract horror fans, but can draw niche "horror casuals." Think Fear Factor, Doomsday, Dracula Untold, and similar IPs. I'd actually put Sabrina here, specifically because using requires fighting a perception about the show.
I'd put it in either Tier 2 or 3.