Department store magnate John Wanamaker famously said: "Half the money I spend on advertising is wasted; the trouble is I don't know which half." Eliminating "waste" can be a key goal for any advertiser.
The Beta Research organization studies this question a lot, particularly as it relates to TV advertising. The studies find -- year after year-- that ad dollars spent on the networks of Scripps Networks Interactivce are more effective in grabbing consumers' attention and encouraging them to buy things.
In fact, all six of our networks made the top 10 in the 2016 survey (see chart at right.)
Adult television viewers are quite clear about this. They pay more attention to what they're viewing, and they're more inclined to purchase products they see advertised. They see the ads as content, not interruptions. As a result, to quote chief revenue officer Steve Gigliotti, they "do what they view."
That's a win-win by any measure.