Nielsen study commissioned by Scripps Networks underscores value of lifestyle programming to advertisers
The Environment and Advertiser Impact Study, commissioned by
"Strong creative grabs viewers' attention, generates an emotional response and builds or reinforces long term memories," said Dr.
Highlights from the attitudinal research, which measured how viewers feel about advertising and the programming environment, include:
- Commercials running in the lifestyle programming environment scored 22 percent higher among all viewers across the four pillars of advertising engagement: interest in products, attention to brands, intent to seek information and purchase intent.
- Additionally, lifestyle programming had the largest impact on brand favorability across all eight advertising sectors measured. Viewers had a more favorable opinion of every brand advertised across the categories of auto, consumer packaged goods, food and home, home improvement, finance, restaurants, retail and travel.
In the biometric section of the study, conducted by Nielsen Consumer Neuroscience, non-conscious biometric engagement was measured to see how viewers emotionally responded to ads and programming in the lifestyle genre. Overall findings from the attitudinal research were confirmed by biometric response.
Emotional engagement (percent of time spent highly engaged) was 94 percent greater for ads appearing in Scripps lifestyle shows overall. When compared with the other genres tested, ads in lifestyle programming outperformed ads in other genres by the following margins:
- +52 percent vs. drama-style genres, such as reality and general entertainment
- +161 percent vs. event-related genres, such as sports and news
Chris Ryan, Senior Vice President of
The attitudinal portion of the study, a custom survey designed by Nielsen, was conducted through an online quantitative survey of nationally representative, TV viewing, cable-plus households. A total of 4,400 respondents were assigned to one of 11 different viewing conditions, each including a full one-hour episode with four ad breaks consisting of four ads per commercial break. A total of 16 target ads from multiple advertising categories including auto, retail, consumer packaged goods, restaurant and travel were included in each genre for analyses.
Nielsen Consumer Neuroscience evaluated a similar set of 16 ads with 200 participants in a neuroscience lab assigned to view one of five different programming genres including select lifestyle, entertainment, reality, sports, and news content. Each genre was represented by a full one-hour episode with four ad breaks. The study sample included all genre and program non-avoiders.
Scripps Networks Interactive (Nasdaq: SNI) is one of the leading developers of engaging lifestyle content in the home, food and travel categories for television, the Internet and emerging platforms. The company's lifestyle media portfolio comprises popular television and Internet brands HGTV, DIY Network,
Scripps Networks Interactive
Kristin Alm, 865-560-4316