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Scripps Networks Newsroom Research
In this section, you will find links to relevant items about best practices, analysis of consumer and industry research, case studies, stories about what’s working at other companies, and “Insight,” a conversation with an expert marketer.
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Selling HD - Follow the Money
By Jon Lafayette, Special to SNippets
Cable distributors and advertisers may need to adjust their sets when it comes to common perceptions of high-definition programming and marketing. The conventional wisdom that demand for HD is driven by men who want to watch sports and movies on crystal-clear big screens is now suspect. New data indicate that HD usage correlates more closely with income than gender, and that should have an impact on promotions designed to get subscribers to upgrade.
Congratulations, You're Engaged! Now What?
By Mike Pardee
It wasn’t so very long ago that it was not uncommon to hear colleagues say, “If I hear that ‘E’ word one more time, I’m going to...” There were several articles a week referring to viewer engagement in one context or other. The Advertising Research Foundation (ARF) was undertaking a major initiative to define and measure engagement, and major media players (programmers and agencies) were publishing position papers on the subject. Michael Pardee, senior VP of research at Scripps Networks, asks whether viewer engagement is still relevant.
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By Mike Pardee
Building a Social Media Strategy for Women
by Kristian Smith, Special to SNippets
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News from the Top: will set top box data help us see TV better?
It’s been said that information is the most valuable commodity. But is more data necessarily better data? SNippets speaks with researcher Bruce Tyroler about the potential goldmine of information housed in that little black box atop your television set.
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Media Insights Q&A with Bruce Tyroler
INSIGHT: Expert advice for marketers
For cable and broadcast networks and their advertisers, the big question of the spring is also the big question of the summer: When will the upfronts “break” and give some sense of the market for the 2009-10 season? Usually the upfront market—when advertisers buy time on networks in advance of fall season—is completed by now. This year, there’s scant evidence it’s even begun. Brad Adgate, senior vice president of research for Horizon Media and one of the keenest observers of the ad market, shares his observations about the upfronts and other issues with media writer P.J. Bednarski.
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The Other Side of the Recession
By Erin DeMay
Despite the government’s best efforts, the stimulus package has yet to do much to boost consumer spending. Even after a $64-billion drop in taxes paid in April, the consumer savings rate soared to a 14-year high of 5.7 percent, Business Week reported recently. The new consumer saving mentality presents a tough adjustment for marketers. But how long will the behavior last, and when will consumers ultimately return to more normal’ spending habits?
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Believing is Seeing
By P.J. Bednarski
Consumers are watching more video – on television, on line and on mobile devices -- and seeking new ways to save money at home and in the kitchen. Recent Nielsen data show that the average television viewer watches more than 151 hours of TV per month – an all-time high. Scripps Networks’ relevant brands are well-positioned to help meet consumers’ needs during tough economic times. The malaise in the housing industry means people will likely remain in their current homes longer. Still, they seek ways to improve the value of their property. High food prices also mean consumers are looking for fresh ideas as they cook more meals at home.
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GAC Rides Country Music's Heat Wave
If you'll permit us to strum our own guitar for just a beat...Riding the wave of popularity of country music, Great American Country is having its best year ever in audience growth. It’s one of the summer’s great untold stories.
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Where the Money Is
Consumers drawn to lifestyle oriented networks are also more likely to spend more on cable and satellite services, research shows.
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TV Viewing Soars as Consumers Search for Relevance
Consumers are watching more video – on television, on line and on mobile devices -- and seeking new ways to save money at home and in the kitchen. Recent Nielsen data show that the average television viewer watches more than 151 hours of TV per month – an all-time high. Scripps Networks’ relevant brands are well-positioned to help meet consumers’ needs during tough economic times. The malaise in the housing industry means people will likely remain in their current homes longer. Still, they seek ways to improve the value of their property. High food prices also mean consumers are looking for fresh ideas as they cook more meals at home.
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Popular Personalities
So life’s not a popularity contest? Think again. Television audiences love their celebrity hosts and are often turned on to or off of a show based on the talent factor.
Celebrities have always exerted a certain influence over American consumers. The world of celebrities often dictates modern trends in fashion, style and the culture at large. In fact, Mary Ann Farrell, E-Poll Market Research’s SVP of research, insists that proximity to the right talent “can be one of the most effective ways of connecting with cautious consumers.” Want to market to women? Stephanie Holland, author of the blog She-conomy.com, posits that it might be in your best interest to "let a woman do the talking."
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INSIGHT: Expert advice for marketers
How do you motivate consumers to act during difficult economic times, and what makes for a successful brand? Joel Benenson, Barack Obama’s pollster; founding partner & president, Benenson Strategy Group; and co-founder of iModerate shares his insights with SNippets.
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Cable Mover Program Keeps ‘em Connected
By P.J. Bednarski, Special to SNippets
When the cable marketing organization CTAM and the industry’s homegrown think tank CableLabs began the Cable Mover Hotline three years ago for people moving to new homes, it was designed mainly to stop cable customers from reconnecting with a DBS provider like DirecTV or Dish Network.
Now, for cable companies, the stakes are a little higher because of new cable competition from Verizon and AT&T’s nascent television services.
So CTAM wants the word out. Customer can either call is 866-596-0424 begin_of_the_skype_highlighting 866-596-0424 end_of_the_skype_highlighting begin_of_the_skype_highlighting 866-596-0424 end_of_the_skype_highlighting begin_of_the_skype_highlighting 866-596-0424 end_of_the_skype_highlighting begin_of_the_skype_highlighting 866-596-0424 end_of_the_skype_highlighting begin_of_the_skype_highlighting 866-596-0424 end_of_the_skype_highlighting begin_of_the_skype_highlighting 866-596-0424 end_of_the_skype_highlighting or change cable carriers by visiting www.cablemover.com.