Scripps Taps IAG to Measure Ad Effectiveness on HGTV, Food Network

Apr 4, 2006  •  Post A Comment

Scripps Networks has signed a deal to have IAG Research measure the effectiveness of the advertising, product placement, integrations and sponsorships on HGTV and Food Network, the companies said Tuesday.

IAG’s ad performance data measures viewer response to ads as they run every night, in-program on television. IAG reports key measurements of brand recall, message understanding and likability. Its in-program performance product measures viewer response to placements, integrations and sponsorships and provides actionable measures such as brand recall, change in brand opinion, purchase intent and whether a placement fit seamlessly and naturally or was awkward.

“This is a logical extension of the six years of research that Scripps Networks has invested in viewer engagement and ad effectiveness,” said Robin Garfield, VP of sales research and strategy for Scripps Networks.

HGTV and Food Network join CBS, Fox, NBC, The WB, Bravo, ESPN, Lifetime, TBS, TNT and USA as television clients of IAG.