Why This MattersAdvertisers are seeking evidence that their spots work, and research shows viewers respond to ads in lifestyle programming.
At a time when many networks are looking to cut back on commercials, Scripps Networks Interactive says its viewers like and respond to the advertising it shows.
Scripps Networks has long claimed that its brand of lifestyle programming - focusing on areas including home, food and travel - is more advertiser-friendly than other types of programming and will be pointing to new research to back up its claims.
It will be doing so, however, in the midst of corporate changes. Now that it has been acquired by Discovery Communications, the two companies are scrambling to incorporate each other's networks into their upfront presentations. Discovery was taking an agency-by-agency approach, while Scripps is starting a six-city road show of upfront events beginning March 20 in Detroit.
The two companies haven't been able to communicate since the acquisition was announced. With the deal closing last week, just as presentations are starting, we'll try to make it as balanced as possible, said Jon Steinlauf, the Scripps veteran who was named chief advertising sales officer for the combined company.
Numbers compiled by Simmons Research on engagement show why advertising works on Scripps, Steinlauf said.
In the study, about 15,000 people were asked about the advertising they saw on cable channels. One question asked how well the ads fit with the content on the channel. Responses were grouped by parent company and Scripps Networks came out on top among 10 programmers with a 136 index - 36% above average.
Conveniently, Discovery came in second, followed by Viacom, NBCUniversal, Turner, Fox, A+E, Disney, AMC Networks and Crown Media.
Another question asked consumers to rank the networks on whether the ads were about things they cared about.
Scripps was first again with a 138 index, Steinlauf said.
The last category asked if the products and services advertised were of high quality, he said. Scripps was again first amongst the 10 with a 133 index.
The research backs up the theme of the Scripps presentation, which is, Advertising Works Here.
You Can't Beat Live
One reason why advertising works on Scripps is because a lot of it is watched live, like sports or news programming.
There's a unique distinction about Scripps, which is even though the shows aren't live, the audience uses the content in a very similar manner that they use sports, news and event programming, Steinlauf said. They prefer overwhelmingly to watch these channels live, so we don't want to be thrown into a bucket with all of these scripted shows that are recorded or not even embedded with advertising.
A lot of ads are being wiped out as viewers fast-forward through commercials in shows watched on DVRs or on-demand, or binge on network shows on Netflix, Hulu and Amazon.
I think it's a lot easier to get somebody to see an ad live than it is to try to get them to see it once it falls into any form of time-shifting or streaming, he said.
One reason why Scripps' live numbers are high is because its brands are distinctive and it is able to produce 4,000 episodes a year of original programming.
Brands have never ever mattered the way they do now, said Kathleen Finch, who had been in charge of programming at Scripps Networks but after the Discovery deal will head a portfolio of networks including HGTV, Food Network, TLC, ID, Travel Channel, DIY Network, Cooking Channel, Discovery Life, American Heroes Channel, Destination America and GAC as chief lifestyle brands officer.
There are all these different options where you can go for drama and entertainment and comedy. All of our viewers know that if you want lifestyle you come to our brands. And that's a promise that we can fulfill seven nights a week, Finch said.
The Scripps networks have been ratcheting up the number of original shows on HGTV. According to Finch, HGTV will have a premiere episode of one of its series every night, 365 nights a year. I don't think any other network can say that, she said.
And it might not matter which show is new that night. It never bothers us when we go out to focus groups and viewers don't exactly know the names of the shows they're always watching, Finch said. That's OK. What they say is, I turn on HGTV.' I turn on Food Network.' I turn on Travel Channel, because I'm in the mood for it and I know I will be satisfied,' she said. And that's a much better business proposition than having a hit on Tuesday and then nothing else the rest of the week. [Our advertisers know they're] getting the same upscale, quality, endemic engaged audience every night of the week.
Stunt Programming Is a Piece of Cake
That doesn't mean Scripps Networks don't do programming stunts and specials. On Food Network, for examples, Mondays have turned into baking night, with series including Vegas Cakes, Dallas Cakes and Ridiculous Cakes.
And on Travel Channel, Expedition Unknown host Josh Gates will be doing a special, Expedition Unknown: Hunt for the Afterlife.
Scripps may have found a formula for Travel. Our sweet spot is finding adventurous things, Finch said, pointing to shows such as Hunting Evidence, Finding Beasts and Lost Gold. These amazing exploration-mystery shows are really resonating with Travel viewers and we've got a bunch more that we'll be premiering in 2018.
Those shows should resonate with advertisers as well.
Another piece of research for Scripps used neuroscience to measure the impact of advertising and media. In the study, viewers were shown the same spots from all of the major ad categories in different genres of programming. The result: When ads were shown in lifestyle programming, enga
Most recent headlines
24/04/2018
Variety awards GCEO of Astro with Achievement in International TV Award
Date Released:10 Apr 2018
Share
Tweet
Dato' Rohana is the first in Asia to be...
24/04/2018
Las Vegas (April 22-27, 2017) At the 2017 NAB Show (booth ##C8319), Telemetrics,...
24/04/2018
Based in Israel, i24News is an international 24-hour news and current affairschannel that launched in 2013 as a platform for combating the prejudice and ignoran...
24/04/2018
MixPre-6/MixPre-10T portable recorders and Sennheiser AMBEO VR Mic help VR professionals record and monitor high-quality 360 spatial audio for video.
REEDSBUR...
24/04/2018
RT Publishes Review of Orchestras
RT has today published a report following an independent review of its provision of orchestral services. The independent ...
24/04/2018
Digital Innovator Peter McCabe Leverages Sonnet's Thunderbolt -to-PCIe Card...
24/04/2018
Arvato Systems is set to attend Hannover Messe for the recently created special ...
24/04/2018
OBERKOCHEN/Germany, HANNOVER/Germany, 23.04.2018. At Hannover Messe, the trade fair for Smart Production, ZEISS will be presenting RealScan, its first-ever 3D s...
24/04/2018
AICP Awards Shortlists Announced NEW YORK April 23, 2018 Matt Miller, President and CEO of AICP, today announced the AICP Awards Shortlists, which are comp...
24/04/2018
Published: Mon 23 Apr 2018
ITV orders a third series of The Good Karma Hospital...
24/04/2018
Ericsson (NASDAQ: ERIC) and the Fraunhofer Institute for Production Technology have teamed up to explore and develop industrial applications of 5G. The first us...
24/04/2018
London, UK - 23 Apr 2018: The Ministry of Defence is to invest up to £80 million in an Air Command and Control System.
Known as Project Guardian, the system ...
24/04/2018
Canada Marks Beginning of CBS All Access' International Expansion
For $5.99/Month, CBS All Access Delivers Commercial-Free
Full Seasons of Current Primet...
23/04/2018
Apr 23
IMT Vislink Solutions Shine at NAB 2018
By all measures, NAB 2018 was a resounding success for IMT Vislink, with our booth traffic the highest it'...
23/04/2018
Steven Spielbergs Ready Player One Surpasses $500 Million Worldwide The action adventure has earned more than $200 million (RMB 1.3b)
in China, becoming the 1...
23/04/2018
comScore Announces Appointment of Bryan Wiener as Chief Executive OfficerCompany also taps media industry veteran Rob Norman for its board of directors.
Names ...
23/04/2018
See the first live UK demonstration of Fujifilm's Acuity LED 1600R large for...
23/04/2018
One more for IQOYA! We're very proud to win a Best Of Show Award for our new IQOYA X/LINK range!
The X/LINK range earned a NewBay Best of Show Award at NAB...
23/04/2018
Netflix and DreamWorks Animation Television today announced an upcoming Fast & F...
23/04/2018
SANDTON, SOUTH AFRICA AUGUST 26: Pearl Thusi is a South African actress, model, radio, and television personality. Currently, she is the host of Lip Sync Batt...
23/04/2018
Presteigne Broadcast Hire has purchased more Canon 4K lenses to help cover the major sporting events in 2018.
Recently Presteigne received 33 new CJ12ex4.3B I...
23/04/2018
SVG On Demand: Take an In-Depth Dive Into OTT, Piracy in Asia in This Panel From...
23/04/2018
Deadline to Enter 2018 SVG College Sports Media Awards Extended to April 25 Don't miss your chance to enter the 10th edition of this national college-sports...
23/04/2018
NAB Reflections: Verizon Digital Media Services' Mary Kay Evans Sees Live Di...
23/04/2018
NAB Reflections: Ooyala Founder and CTO Belsasar Lepe on Building Technology to ...
23/04/2018
Global launch of King Tut: Treasures of the Golden Pharaoh Incorporates Barco te...
23/04/2018
WHY THIS MATTERS: A brand buying into a cable news ad boycott can, with the right technology, get a better opportunity.
Simulmedias Marc Goldstein
The year 20...
23/04/2018
WHY THIS MATTERS: With most TV ad sales mainly flat to down, news represents a growth area for many of the big network programming companies.
In these crazy ti...
23/04/2018
WHY THIS MATTERS: To compete against online foes, both broadcasters and pay TV platforms must be innovative and nimble.
Sef Tuma, Accenture Digital Video
Inno...
23/04/2018
WHY THIS MATTERS: The Deloitte study suggests paid streaming's rises are not confined to younger viewers.
Paid video streaming services are now squarely ne...
23/04/2018
WHY THIS MATTERS: Netflix's incredible growth means adjusted forecasts, ISP shifts in strategy and new opinions about its price increases.
Netflix's Wo...
23/04/2018
Click here to view a pdf of this weeks Platforms: Connections...
23/04/2018
The second season of Nat Geo's Genius, which starts April 24, is about Picasso. Nat Geo said the third season will focus on Mary Shelley, author of Frankens...
23/04/2018
Click here to view a pdf of Buzz Meter....
23/04/2018
Ash vs Evil Dead will not see a fourth season on Starz. Season three of the horror/comedy series started February 25. The series finale will air April 29.
Cou...
23/04/2018
Amy Robach has been named co-anchor of 20/20 starting at the end of May. She joins David Muir on the ABC News show.
(ABC/Ida Mae Astute)
Robach will continue...
23/04/2018
Facing a challenge from investor Mario Gabelli's Gamco Asset Management, the E.W. Scripps Co.'s management defended its board and its strategy, urging s...
23/04/2018
WHY THIS MATTERS: Coverage of major weather events is some of the most valuable content offered up by local television stations.
The year 2017 will go down i...
23/04/2018
Quicklink Video Distribution Services are delighted to announce that they have received the Queen's Award for Enterprise, in the Innovation category for the...
23/04/2018
Simplestream, leaders in live and on-demand OTT services, today announced that i...
23/04/2018
Magewell s debut of its flexible Ultra Stream HDMI standalone streaming encoder at the 2018 NAB Show garnered immediate acclaim, as the company received three s...
23/04/2018
NBA Playoffs on TNT Round 1 presented by Hulu Coverage Continues with Three Stra...
23/04/2018
Top-level speakers will again be speaking about their personal experiences and success stories in the fields of design and communication at this year's Forw...
23/04/2018
PARIS - E-on Software has announced the immediate availability of Release 5 (R5) of its Vue and PlantFactory 2016 software. The free trial versions of Vue 2016 ...
23/04/2018
--
-- --
Facebook
Twitter
Google
Pinterest
Cape Town-based director Kyle Lewis, who recently signed to Egg Films for commercials representation, has...
23/04/2018
Mzwanele Jimmy Manyi Picture: Moeletsi Mabe/Sunday Times
-- --
Facebook
Twitter
Google
Pinterest
Afro Worldview will go live on 30 April 2018, as a re...
23/04/2018
-- --
Facebook
Twitter
Google
Pinterest
Independent research into cinem...
23/04/2018
-- --
Facebook
Twitter
Google
Pinterest
Cartoon Network, South Africa's leading kids' channel, has exceeded its own expectations with the broad...
23/04/2018
Mark Layton reports on a special BAFTA event celebrating the work of the Game of Thrones production team
Author:
ContributorPublish date:
Apr 23, 2018Social ...
