Lifestyle programming is attracting live viewers—and that’s attracting sponsors.
At Scripps Networks Interactive, advertisers have attached themselves to big events upcoming on Food Network.
Walmart, Booking.com and Almond Breeze will be integrated sponsors as Iron Chef returns to Food Network as Iron Chef Gauntlet. And Volkswagen, Walmart and Popeye’s will sponsor Food Network Star, which comes back for another season once Iron Chef Gauntlet concludes.
At a time when most ratings are eroding, viewership for lifestyle programming is rising. All six of the Scripps Networks lifestyle channels were up last year. And from the 2010-11 season through 2015-16, Moffett-Nathanson Research noted, lifestyle programming’s share of live cable gross ratings points was up 20%, while general entertainment was down 27%.
Read the full story from Broadcasting & Cable here.