Advertising Age
22 March 2017
A&E, Scripps Promote Storytelling, Environments

Erin and Ben Napier of HGTV's Home Town

For all the talk about how data's role in the TV upfronts will continue to be more pronounced, two cable networks reminded media buyers and advertisers that TV is more than just buying audiences.

"Environment matters," said Jon Steinlauf, president-national ad sales, Scripps Networks, at a press breakfast ahead of the company's upfront presentation on Wednesday evening. "Where the ad lives is just as important as who it reaches, maybe more."

Mr. Steinlauf went on to say that advertisers who limit themselves just to audience buying run the risk of placing ads in front of people at a time when they aren't engaging or responding.

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