We've talked for a long time about viewer engagement, i.e. the people watching our networks really pay attention to all the content -- programming and advertising alike. That makes the ads more effective, and advertisers much happier. The Beta study found viewers are more likely to purchase products they see advertised, especially those aired on HGTV, Food Network and DIY Network, partly because the ads often look a lot like the programming.
Another reason viewers like what they see on our networks is that the programming is the type that families can watch together, and they do.
(Giving credit where credit is due, viewers also liked History, Investigation Discovery, American Heroes Channel and Discovery Channel, and said they were more likely to purchase because of ads viewed on OWN and Nickelodeon. )