Sony Digital Rapids Pixel Power calrec Sony

Scripps Knows Why Viewers Like Watching Ads on Its Channels

12/03/2018

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
LINK: http://www.broadcastingcable.com/news/currency/scripps-knows-why-viewe...
See more stories from bandc

Most recent headlines

24/04/2018

Variety awards GCEO of Astro with Achievement in International ...

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

Telemetrics Newest Camera/Lens Interface Unit, The IU-S5, To Be Introduced at NAB

Las Vegas (April 22-27, 2017) At the 2017 NAB Show (booth ##C8319), Telemetrics,...

24/04/2018

Israels i24News Enjoys Production Efficiencies With Telemetrics

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

Sound Devices Announces New VR Partnership with Sennheiser

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 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 Expansion to Simplify Dual Platform Workflows

Digital Innovator Peter McCabe Leverages Sonnet's Thunderbolt -to-PCIe Card...

24/04/2018

Arvato Systems Presents IT Solutions for the Energy Industry 4.0 at Hannover Messe

Arvato Systems is set to attend Hannover Messe for the recently created special ...

24/04/2018

ZEISS RealScan: Scanning in the Next Dimension

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

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

ITV orders a third series of The Good Karma Hospital from Tiger Aspect Productions

Published: Mon 23 Apr 2018 ITV orders a third series of The Good Karma Hospital...

24/04/2018

Ultra-low latency of 5G improves production of jet engine components

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

MOD invests in Guardian with IBM UK to protect the skies

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

CBS ALL ACCESS LAUNCHES IN CANADA

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

IMT Vislink Solutions Shine at NAB 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 Spielberg's "Ready Player One" Surpasses $500 Million Worldwide

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 Officer

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 format printer at Sign & Digital UK 2018

See the first live UK demonstration of Fujifilm's Acuity LED 1600R large for...

23/04/2018

IQOYA X/LINK Won a Best of Show Award at NAB2018

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

FAST & FURIOUS RACES ONTO NETFLIX AS PART OF EXPANDED RELATIONSHIP WITH DREAMWORKS ANIMATION TELEVISION

Netflix and DreamWorks Animation Television today announced an upcoming Fast & F...

23/04/2018

Pearl Thusi: Five fast facts about one of SA's queens of...

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 Buys More Canon 4K Lenses

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 SPORTELAsia

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

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 Digital Ads and Monetization Maturing

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 Support the Migration Away From the Set-Top Box

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 technology to showcase rare artifacts

Global launch of King Tut: Treasures of the Golden Pharaoh Incorporates Barco te...

23/04/2018

Finding Better Bang for the Cable News Buck

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

Big News Audiences Drawing More Advertising Spending

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

Survival of the Quickest and Smartest

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

Paid Streaming Services Take Hold: Study

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

Netflix's Global Invasion Continues to Accelerate

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

Platforms: Connections: April 23, 2018

Click here to view a pdf of this weeks Platforms: Connections...

23/04/2018

Season Three of Genius' to Focus on Frankenstein' Author Mary Shelley

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

Buzz Meter: April 23, 2018

Click here to view a pdf of Buzz Meter....

23/04/2018

Ash vs Evil Dead' Canceled by Starz

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 Named 20/20' Co-Anchor

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

Scripps Defends Strategy Against Gabelli Challenge

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

Stations Take New View of Weather

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 wins Queen and rsquo;s Award for Enterprise in Innovation

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

Mic drop: Simplestream takes the best of British stand-up comedy beyond the traditional DVD special

Simplestream, leaders in live and on-demand OTT services, today announced that i...

23/04/2018

Magewell Wins Trio of Prestigious Awards for New Ultra Stream HDMI Encoder

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 Straight Nights of Doubleheader Action

NBA Playoffs on TNT Round 1 presented by Hulu Coverage Continues with Three Stra...

23/04/2018

Festival for Creativity, Design and Communication

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

R5 Of E-ons Vue & PlantFactory Now Available

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

Kyle Lewis directs Ungovernable BMW commercial

-- -- -- Facebook Twitter Google Pinterest Cape Town-based director Kyle Lewis, who recently signed to Egg Films for commercials representation, has...

23/04/2018

ANN7 changes to Afro Worldview on 30 April 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

It's a blockbuster! Independent South African research reveals cinema ads deliver...

-- -- Facebook Twitter Google Pinterest Independent research into cinem...

23/04/2018

South Africa's number one kids' channel celebrates ratings success

-- -- Facebook Twitter Google Pinterest Cartoon Network, South Africa's leading kids' channel, has exceeded its own expectations with the broad...

23/04/2018

Making the fantastical as real as possible

Mark Layton reports on a special BAFTA event celebrating the work of the Game of Thrones production team Author: ContributorPublish date: Apr 23, 2018Social ...