Scripps Pushes Cross-Platform Ad Sales


New York -- Reflective of the way most clients are doing business, Scripps Networks will embark on a series of cross-platform upfront-advertising presentations to agencies over the next six weeks, pushing the benefits of 17 linear services, Web sites, broadband streams and video-on-demand opportunities.

Steve Gigliotti, executive vice president of advertising sales at Scripps, told reporters gathered at the Four Seasons Hotel here for a briefing about the company's ad-presentation strategies that more than 80% of its advertisers "bought two or more platforms from us." In prior years, Scripps only pitched a pair of properties together to agencies.

Gigliotti said Scripps would present its cross-platform presentation to shops beginning in Detroit next week and running well into April. In turn, customized presentations would also be made to shops looking for additional information.

Agency executives will also hear about the virtues of the networks' passionate viewers, their appeal among adults 25-54 and the affinity those watchers have for products promoted on the channel, the latter coming courtesy of new data conducted by Simmons Market Research Bureau.

Scripps executives also talked up the total of 2,700 hours of original series and specials -- 300 of which will be shot in HD -- that will be unspooled in 2005 across Home & Garden Television, Food Network, Do It Yourself, Fine Living and Great American Country, the latter of which was purchased last fall.

As for GAC, the network is producing two kinds of sponsorable short-form content.

“Great American Minutes” will soon hit the country-Western-music-lifestyles network's air with slices of Americana, two-minute segments detailing, for example, how guitars are crafted. In a presentation tape, GAC showcased the care and attention a baker put into backing this nation's favorite pie: apple.

Gigliotti added that GAC was working through initial production of "Short Cuts," a series of vignettes as part of a continuing story arc chronicling a new band as they aspire to reach the Grand Ole Opry.

Elsewhere, Scripps announced the formal establishment of its custom programming group, an adjunct to the company's ad-sales department. This group is charged with creating thematic shows including advertisers' products.

Hot Trends: Kitchens and Bath is already on the air, running on infomercial time periods on cable networks, as well on the 10 TV stations owned by the company, as well as other broadcast affiliates.

Scripps’ corporate policy continues to exclude product immersion within its regular programming.