Pure-play cable programmer Scripps Networks Interactive has a straightforward pitch for media buyers this upfront season: Environment matters.
In a press preview this morning of its full upfront presentation, Jon Steinlauf, president of national ad sales and marketing for Scripps, noted the seemingly unquenchable thirst for the lifestyle fare the company pumps out across Food Network, HGTV, Travel Channel and three other networks. A recent report from analyst firm MoffattNathanson, he said, found that lifestyle programming as a category gained 20% in total viewership from 2010-11 to 2015-16, compared with a 27% decline for general entertainment networks.
“What we’ve built is a premiere environment for upscale, passionate consumers to engage with our brands,” Steinlauf said. “Where an ad lives is just as vital as who it reaches, maybe even more so.” Because so much Scripps programming is viewed live (only ESPN gets better overall ratings on a typical weekend), “We believe in protecting the ad model. Plus, given that hour after hour focuses on real estate, vacations and recipes, “In almost every show there is a buying moment."
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