Contact(s)

Scripps Networks Interactive
Kristin Alm, 865-560-4316
kalm@scrippsnetworks.com

19 May 2016

New study reveals how food media brands stack up in the hearts and minds of consumers

NEW YORK, May 19, 2016 - Over the last two decades, Food Network has managed to set its place at the head of the table for garnering passion and trust among Americans who love to eat. In a recent study of more than 2,000 18- to 49-year olds, Food Network ranked far and above other food media brands such as Tasty, Allrecipes, Buzzfeed Food and others as the trusted leader in expertise and trendsetting in the food space.

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Food Network: the power of good tasteThe study, which targeted consumers who had interacted with food media brand content during the preceding seven days, found that no other media brand – on television, in print or online – comes close to Food Network’s popularity.

When asked about:

  • Absolute favorite food brand, 32 percent of respondents said it was Food Network, followed by Allrecipes (12 percent);
  • Most trusted food brand, Food Network was chosen by 34 percent of respondents, followed by Allrecipes (11 percent);
  • Food brand with the most expertise in creating great food, 38 percent of respondents selected Food Network, followed by Allrecipes (7 percent);
  • Leadership in setting today’s food trends, Food Network was chosen by 32 percent of respondents, followed by Tasty (12 percent).

Millennials surveyed gave the network particularly high marks. Six times as many Millennials chose Food Network over the No. 2 brand as having the most expertise to create great food. Nearly three-and-a-half times as many Millennials said Food Network is their most trusted food brand, while twice as many Millennials chose the network over the next leading brand as their favorite in the food space.

“We’ve always known that our mix of originality and culinary expertise was a great recipe for success for our brand, but we were truly blown away by the amazing results of this study,” said Gabe Gordon, senior vice president of research for Scripps Networks Interactive, parent company of Food Network. “When consumers are three times more likely to feel passionate about your brand than a host of top-notch contenders, you know you’ve earned the trust and loyalty that doesn’t come easy in today’s competitive marketplace.”

[This “Food Media Brand Claim Study” was conducted March 10-28, 2016 among a pool of more than 2,000 18- to 49-year-olds who had interacted with food media brand content on any media platform within the preceding seven days.]

FOOD NETWORK (www.foodnetwork.com) is a unique lifestyle network, website and magazine that connects viewers to the power and joy of food. The network strives to be viewers' best friend in food and is committed to leading by teaching, inspiring, empowering and entertaining through its talent and expertise. Food Network is distributed to more than 100 million U.S. households and up to 35 million unique web users monthly. Since launching in 2009, Food Network Magazine's rate base has grown 13 times and is now the third largest monthly magazine on the newsstand, with over 12.4 million readers. Headquartered in New York, Food Network has a growing international presence with programming in more than 150 countries, including 24-hour networks in the United Kingdom, Asia, and the Europe, Middle East and Africa (EMEA) region. Scripps Networks Interactive (Nasdaq: SNI), which also owns and operates Cooking Channel (www.cookingchanneltv.com), HGTV (www.hgtv.com), DIY Network (www.diynetwork.com), Travel Channel (www.travelchannel.com) and Great American Country (www.gactv.com), is the manager and general partner.

 

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