Scripps: lifestyle programmes offer best returns

Lifestyle channel operator Scripps Networks Interactive says the types of shows on its channels drive higher engagement and a better commercial return than reality programming, sport or news.

Scripps commissioned a study from Nielsen into the effectiveness of advertising around different genres of programming. It concluded that ads around lifestyle content can generate significantly higher engagement than the same commercials viewed around reality, entertainment, sport or news programmes.

“Strong creative grabs viewers’ attention, generates an emotional response and builds or reinforces long term memories,” said Dr. Carl Marci, chief neuroscientist, Nielsen Consumer Neuroscience. “This study suggests that in the context of lifestyle programming, ads may gain additional benefit.”

Commercials running in the lifestyle programming environment scored 22% higher engagement, according to Nielsen.

It added viewers had a more favourable opinion of brands seen in ads around lifestyle in key categories including home improvement, finance, auto and travel. The study gathered results from 4,400 respondents.

Chris Ryan, senior VP of Ad Sales Research and Strategy for Scripps Networks Interactive said: “If you only buy audience, you run the chance that your ads may air in a place where people don’t engage with the messaging. How people engage when they’re watching ads on our networks is the key to success.”