Alliance Atlantis DIY darlings HGTV and the Food Network have recently undergone programming makeovers, mixing in more entertaining, character-driven shows like Designer Superstar Challenge and I Do…Let’s Eat, along with their traditional ‘practical/how-to’ fare. The change is leading to a shift in the nets’ media strategy from traditional TV, OOH and print spots to more guerrilla-type promos. So far, the bid to expand reach beyond the primary target of DIY Martha Stewart wannabes is working: according to Nielsen, this winter to date HGTV is tracking 43% ahead of last year (A25-54 average minute audience or AMA), while Food saw a record audience growth of 25% in fall 2005 versus fall 2004 (A25-54 AMA).
‘Because the new, more story-driven series combine elements of successful television drama like strong characters, strong plots, real emotion and transformations, they appeal to a wider range of viewers,’ explains Karen Gelbart, SVP content, lifestyle channels at Alliance Atlantis. ‘This past fall, our inventory of this new kind of programming reached a critical mass – we finally had enough series to make a real impact on the schedule.’
Recent campaigns for both networks have focused on the newer shows and tried different media to reel in viewers beyond their primary demo, the loyal viewer group that tends to net a higher than average income, is typically married and is passionate about home décor and food. Both nets’ secondary demos consist of occasional viewers, who tend to be younger, are likely on a budget, and lead more convenience-oriented lifestyles.
‘While we used to rely heavily on outdoor and TV, our media mix has now changed to incorporate more mall advertising, radio and commuter dailies,’ notes Muriel Solomon, director of marketing and publicity, Food, HGTV and Fine Living.
They’ve also done some guerilla promos to get attention. For example, last year, Mike Holmes look-alikes distributed Holmes on Homes promotional handbooks at events and home shows where the popular handyman was making appearances. The ploy paid off: the show jumped up to HGTV’s number one most watched show throughout Fall 2005. A campaign to launch the upcoming Handyman Superstar Challenge (also starring Mike Holmes) will break at the end of March.
Meanwhile, Food has been doing co-promos with Starbucks and the film Hoodwinked to promote baking show Sugar, as well as with Toronto’s CHUM FM, which ran a contest surrounding an episode of Iron Chef America featuring Canadian Susur Lee.
Solomon says she’s sticking with what’s working. She says: ‘These partnerships have been very successful for all partners and we are planning to develop more promotional partnerships in 2006. We look for partners that are a good fit with our brands and can help us extend our reach. Categories of interest are consumer packaged goods, media, and retail.’
Food and HGTV’s media buys are done in-house
