Television advertisers have faced challenges in the past decade. People tend to watch fewer television shows at the time of airing or choose to watch them on platforms such as Netflix or Hulu. The use of Digital Video Recorders (DVRs) has also contributed to this challenge as viewers can fast forward through commercials while watching their favorite shows. Scripps Networks Interactive, parent company to Food Network, HGTV, Travel Channel, DIY Network, Cooking Channel, and more, has found a way around this issue through product placement and integration, use of social media platforms, and promotion.

Scripps Networks Interactive is unique in that their programming appeals to similar target markets with similar interests. The director of Digital Media and Database Marketing for Scripps Networks Interactive states, “Our programming lends itself so well to speaking to lifestyle and what people are passionate and interested in, and I think our marketing communications strategy is a natural extension of that.” This presents a strong opportunity for gaining real results through advertising. At the same time, these promotional initiatives do not always seem like advertising to viewers. One way this is accomplished is through crosspromotional activities across networks that appear to be natural extensions of the show rather than advertising that is deemed intrusive.  

Questions for Discussion

1. Why is the Food Network such an important venue for many advertisers

2. Why do you think even non-food advertisers are attracted to the Food Network

3. Describe some of the ways that Discovery’s acquisition of Scripps will create new advertising opportunities