New Scripps Research Study Proves Environment Matters

In fact commercials running in a lifestyle programming environment scoredamp16022 higher among all viewers across interest in products attention to brands intent to seek information and purchase intent amp160And brand favorability across all categories measured auto consumer packaged goods food and home home improvement finance restaurants retail and travel was greater in Scripps Lifestyle as well amp160This level of engagement was confirmed through the neuroscience section of the study using biometricsamp160 The amount of time participants were highly engaged with ads on Scripps Lifestyle was 94 greater than the average of the four other genresamp160 quotWhile good ad creative generates a strong emotional connection with the audience this study suggests that ads may gain an additional benefit in the context of lifestyle programmingquot said Dr Carl Marci Chief Neuroscientist Nielsen Consumer NeuroscienceI had the opportunity to discuss these findings with Ryan pictured below to gather more insights behind the study and learn how Scripps plans to apply themCharlene Weisler amp160What was the philosophy behind this study What were you seeking to proveChris Ryan amp160Scripps Networks has always known there39s a strong connection between our content and ads so we wanted to prove that where an ad is placed is as important as to who sees it maybe even more so amp160That concept drove the vision for this comprehensive study to prove that as we like to say quotEnvironment Mattersquotamp160 We needed to understand and quantify whether the same ads across the largest ad categories are perceived differently in the lifestyle environment compared with other major TV genre environments amp160It was great to see that findings from the attitudinal research were confirmed by participants39 biometric responses in a separate part of the study conducted by Nielsen39s neuroscience groupWeisler amp160What is it about lifestyle programs that is so engagingRyan amp160Our audiences are the most receptive in all of television viewing because our programming provides a trusted and engaging atmosphere for families amp160Our suite of brands provides an optimistic environment where consumers act on the messages they see themselves as active participants amp160To our viewers the ads are an extension of the shows they39re watching amp160Those ads also serve up ideas and inspiration just like our programsWeisler amp160What benefit does this engagement provide for advertisersRyanamp160 If you only buy audience you run the chance that your ads may runamp160in a place where people don39t engage with the messaging amp160How people engage when they39re watching ads on our networks is the key to success for Scripps and for our advertisers amp160In fact brands are more likely to be seen as high quality trusted reliableamp160and credible within the lifestyle programming environment amp160For advertisers putting your message in front of an open and engaged audience makes too much business sense to ignoreWeisler amp160Does this have a cross platform impact On your content On advertisingRyan amp160Because we39re brands first not just TV networks or websites the audience experience is equally engaging across our TV digital and print propertiesamp160Everywhere our audience shows upamp160they are served ideas information and inspiration within an environment that39s safe and trustedamp160Weisler amp160How are you using the results on your networks in decision makingRyan amp160Now that we have these results we plan to work with our clients to develop better ROI metrics around engagement from findings in this study as well as to discuss the importance of lifestyle as a media strategy regardless of the advertising sector amp160It39s important for clients and potential clients to understand that ads in lifestyle programming produce the highest engagement attention and purchase intent levels among all top TV genresamp160Weisler amp160Are some advertising categories especially successful in your environment Ryan amp160I think one of the most exciting findings of the study was that our environment didn39t just perform well among traditional endemic ad categories but across all ad categories tested amp160The Scripps Lifestyle environment went 8for8 having the largest impact on brand favorability across all categories covering auto home finance food home improvement restaurant retail and travel amp160Those ad categories represent nearly sixamp160out of every 10 ad dollars spent on cableWeisler amp160What are your next stepsRyan amp160We want to do more work proving the importance of engagement and environment especially in the everchanging media landscape amp160While the quality of the audience is key and as consumers migrate fluidly across their video content choices demonstrating our benefits and effectiveness at the platformlevel becomes increasingly importantClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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New Scripps Research Study Proves Environment Matters

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Charlene Weisler

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