Scripps Viewer Spending Claims Are on the MoneyUpfront pitch tabs new research, with HGTV topping consumer list 3/19/2012 12:01:00 AM Eastern
Scripps Networks Interactive
has news for advertisers this spring.
In past years the company, which
specializes in building lifestyle networks such
as HGTV, DIY (Do It Yourself) Network, Food
Network, Cooking Channel and Travel Channel,
has pitched the idea that advertising to
its highly engaged, high-income audiences
would surely result in sales.
Now, Scripps says it has proof that its networks
make cash registers ring.
“For years we’ve been talking about these
lifestyle networks attracting an upscale audience,”
says Steve Gigliotti, president of ad
sales and digital at Scripps Networks Interactive.
“When you filter the audience through
$100,000 income households and $150,000
income households, our networks are always
clustered at the top of the pile.
“These audiences are very receptive to advertising.
Receptivity very positive, upscale
audience very positive, but the one piece
missing out of that formula, the leap of faith
if you will, that I was asking the [advertisers]
to take was that the consumer was moved to
spend their money,” Gigliotti says.
Recent research made possible by the merger
of Simmons and Experian, which tabulates
data on media consumption and expenditures
by consumers, provides information on
what discretionary items consumers spend
their money on.
a big influence on consumer spending,
“you hold your breath and go, ‘Well, we’ve
been saying for years A plus B probably
equals C,” Gigliotti says. “How do we come
The numbers are strong for Scripps. “I’m
pleased to tell you that four of our networks
are in the top seven in this category, so this
year we’re going to show everybody the proof
of the pudding,” Gigliotti says.
The data did in fact find that the list of
networks with viewers in the 25-54-year-old
demo with the highest “discretionary spend”
on non-essential products and services was
headed by three Scripps networks in the top
four spots. HGTV landed on top with an average
of $16,486 per viewer per year. DIY
was third with $14,931 and Food
fourth with $14,826. (Bravo, which
also pushes its high-income, in" uential
audience, was second with
$14,953 in discretionary income.)
As a group, the Scripps networks
averaged a top-ranking $15,079 in
discretionary spending per viewer
annually, followed by Disney
with $14,800, Comcast/NBC with
$14,750, Fox Cable with $14,133,
Discovery with $14,097, Turner
with $14,000, AMC with $13,697,
A+ETN with $13,639 and Viacom
The data should help ensure that
Scripps has another strong upfront.
“The marketplace last year was a record
marketplace. I think that will
happen again,” says Gigliotti.
For one thing, Gigliotti adds, the
economy appears to be moving in a
positive direction, which is good for
the market. “Secondly, you want to
look at the choices that advertisers
have to make, and I think we saw
last year a lot of advertisers moving
money into the cable upfront
and the broadcast upfront because
it helps make the overall deal more
efficient,” he says. “I think that will continue
to happen, maybe not to the same degree,
but it will continue to happen because there’s
still a need, even in this positive economy,
there’s still that desire to be as effective and
as ROI-focused as you can be. So advertisers
are still going to look for ways to stretch their
money, be a little more targeted, and that’s
the advantage that cable brings to the overall