Press release from Scripps Networks Interactive, April 6, 2016:
A new study, commissioned by Scripps Networks Interactive and UP TV, reveals that ads seen in TV-G rated programming score substantially higher in generating attention and purchase intent than commercials appearing in television shows with TV-14 and TV-MA ratings.
The Family Entertainment Brand Impact Study, conducted by Nielsen, utilized both attitudinal and biometric methodologies to better understand how individuals react to advertising placed in breaks around different types of content.
Highlights from the attitudinal research, which measured how viewers feel about brand advertising and the programming environment, include:
Commercials running in a TV-G family programming environment scored 27 percent higher among all viewers across various attributes including interest in products, attention to brands and purchase intent. This lift was seen across all demographics.
The lift nearly doubled to 51 percent among viewers who said they regularly seek TV-G content (the “family in mind” segment).
Intent to purchase, attention to brands and interest in products were even higher among high-income ($75,000+), African-American and Hispanic households.
The positive impact of advertising in TV-G programming was seen across all measured advertising sectors, including consumer packaged goods, retail, quick-service restaurants, automotive, clothing and alcoholic beverages.
In the biometric section of the study, the Nielsen Consumer Neuroscience Biometric Engagement Score measured how viewers emotionally respond to what they are watching and found that:
- Overall findings from the attitudinal research were confirmed by biometric response.
- Emotional engagement was 30 percent greater for ads appearing in TV-G shows compared to TV-14, and 173 percent greater in TV-G versus TV-MA.
“There is one very clear takeaway from these studies: People react more positively to ads running in TV-G environments,” said Ron Plante, svp audience research and strategy, UP. “I think it’s fair to say that advertising in family programming makes too much business sense to ignore.”
”Our audiences are among the most receptive in all of television viewing, and our programming provides a trusted and engaging atmosphere for families and for brands,” said Chris Ryan, senior vice president of ad sales research for Scripps Networks Interactive, parent company of HGTV and Food Network. “We’ve always known there’s a powerful connection between our shows and ads, this study helps to explain exactly why.”
Both Scripps Networks Interactive and UP offer TV-G programming with broad family appeal. Scripps Networks is one of the leading developers of engaging lifestyle content in the home, food and travel categories for television, the Internet and emerging platforms. UP is committed to developing and acquiring programming with family in mind, providing viewers with “feel good TV for you and your family.”
The final step of the companies’ joint research effort will be the release of Family Entertainment segmentation data fused with Nielsen’s NPX panel and GfK’s MRI marketing database. The fused data will be available this spring for inclusion in programmatic advertising solutions.
Approximately one-half of cable programming today is rated TV-14 or TV-MA.