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Scripps Touts Study of Viewer Interest

Feb 23, 2004  •  Post A Comment

Scripps Networks expects advertisers to pay close attention to a new viewer engagement study.
With its group of special-interest channels-HGTV, Food Network, DIY-Do It Yourself and Fine Living-Scripps has for years claimed that its viewers watch more intently than do viewers of other networks and have a greater interest in the products that are advertised.
Last week Scripps released the results of an independent survey conducted by Simmons Market Research Bureau on viewer engagement. In the past Scripps has conducted such research itself, but this time it commissioned Simmons to do the study and included input from some of the leading ad buyers, who thought their clients would find an independent study more persuasive.
Scripps networks scored very high among a field of 35 broadcast and cable services. Steve Gigliotti, Scripps executive VP for advertising sales and emerging media, said that getting a high score in engagement just before the beginning of cable network upfront presentations “could be worth more than ratings points” to some advertisers.
Because the networks appeal to people with specific interests-cooking, decorating, remodeling-advertisers in those fields already pay relatively high costs per thousand to reach those viewers.
The new survey likely will buttress that appeal. An advertiser would have to be intrigued by a network that scored high when viewers said they were “more inclined to buy products and services advertised on this channel” and Scripps networks rank 1, 2, 3 and 4 in the Simmons survey.
Scripps Networks were also the top responses to the statements “You can trust products advertised on this channel,” “The ads are informative” and “The ads are relevant.”
The survey is based on interviews with 25,000 adults.