In fact, commercials running in a lifestyle programming environment scored +22% higher among all viewers across interest in products, attention to brands, intent to seek information and purchase intent. And, 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. This level of engagement was confirmed through the neuroscience section of the study using biometrics. The amount of time participants were highly engaged with ads on Scripps Lifestyle was 94% greater than the average of the four other genres. "While 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 programming," said Dr. Carl Marci, Chief Neuroscientist, Nielsen Consumer Neuroscience.
I 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 them.
Charlene Weisler: What was the philosophy behind this study? What were you seeking to prove?
Chris Ryan: Scripps Networks has always known there's 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. That concept drove the vision for this comprehensive study to prove that, as we like to say, "Environment Matters." 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. It was great to see that findings from the attitudinal research were confirmed by participants' biometric responses in a separate part of the study conducted by Nielsen's neuroscience group.
Weisler: What is it about lifestyle programs that is so engaging?
Ryan: Our audiences are the most receptive in all of television viewing because our programming provides a trusted and engaging atmosphere for families. Our suite of brands provides an optimistic environment where consumers act on the messages -- they see themselves as active participants. To our viewers, the ads are an extension of the shows they're watching. Those ads also serve up ideas and inspiration, just like our programs.