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Scripps Networks is entering the upfront season offering a new metric that it claims demonstrates just how receptive viewers are to specific spots.
The metric, ad receptivity, is the most reliable measurement of how likely a consumer is to follow up on a commercial exposure, Michael Pardee says (via Mediaweek). Pardee claims that three of Scripps’s five networks - Food Network, DIY and HGTV - land in the top five of the most ad-effective networks.
They are effective because each network is such a well-defined brand, he says. Viewers have a relationship with the brand, and therefore with the advertisers, which affects ad absorption.
The article doesn’t explain how Scripps comes up with the ad receptivity metric, though it mentions that the network backed up its research with Simmons Market Research engagement data.
According to the network, ad receptivity is “the greatest predictor of viewers’ likelihood to take action,” citing independent research, as well as data from IAG and Simmons Market Research, writes Broadcasting & Cable.
Viewer engagement scores based on IAG Research data are another metric that advertisers are considering. The scores are expected to be used by NBC and a number of cable nets during this season’s upfront marketplace.
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