Copyright 
Crain Communications, Incorporated Apr 24, 2006hgtvadsales.com
HGTV continues to rank among the most-watched cable networks year after year. HGTV is a leader in home and lifestyle programming due to the tremendous appeal of its entertaining stories that hit viewers where the heart is-home. And no other network comes close to covering every square foot of this vast topic like HGTV.
HGTV is now available in 88.9 million homes,5 and devotion to the network remains strong with both viewers and advertisers. HGTV continues to achieve new ratings heights and ranks among the most-watched cable networks.
ON TOP OF THE HOME BASE
This success has come from a large, responsive audience that expands beyond the network's traditional base of upscale women to all adults. In fact, HGTV's rating among this critical demographic is at or near its highest levels ever. HGTV ranks No. 7 out of 69 cable networks among women 25-54 and No. 17 among adults 25-54.6 HGTV's audience profile delivers one of the most desirable groups of viewers available. They're upscale and educated, and 65% are within the highly sought-after 25-54 age group.7
| [Photograph] |
| HGTV's "Overboard Boats" explores the most unconventional and luxurious houseboats in the world. |
| The view from a home with "his and her" pools as seen on HGTV's "Big Splash." |
HGTV VIEWERS-READY TO DREAM AND BUY
Many viewers consider HGTV one of their favorite cable channels.4 They turn to HGTV for entertainment as well as inspiration and information to make their living spaces the best they can beand they act on it. HGTV delivers highly engaged viewers who have proven to be receptive to the products and services they see advertised on the network.
In fact, HGTV ranks No. 1 out of 51 broadcast and cable networks on inspiring viewers to buy things and making them more inclined to buy the products advertised on the network. And HGTV ranks No. 4 for providing information about quality products and services.4
| [Photograph] |
| Suzanne Whang, host of "House Hunters." |
| YOU SHOULD SEE WHAT'S ON HGTV.! |
EXPANDING HOME-RELATED PROGRAMMING
One of the reasons for all this success is that HGTV is more entertaining and story-driven than ever-filled with new things to discover, standout creativity and just plain fun. It's the common thread that runs through all HGTV programming, the tie that binds HGTV to a large and loyal audience.
HGTV continues to push the boundaries of home-related programming in terms of content and concept with new shows such as "HGTV Design Star," a nationwide talent search for a new HGTV series host; "What's Your Sign Design," featuring makeovers with a metaphysical twist; "I Want That! Tech Toys," a fun, fast-paced look at technical gadgets so new they almost haven't happened yet; a full hour each weeknight of everything real estate, plus reenergized returning series with fresh topics and new episodes. It all adds up to 70 series and dozens of specials for more than 1,000 hours of original programming for the coming season.
HGTV.COM: AMERICA'S HOME PAGE
With all this exciting programming, it's no wonder HGTV.com is America's leading home and garden content destination on the Web, with 4.9 million unique visitors each month and 96.5 million page views.8
HGTV.com is many things to many people. Visitors look for everything from decorating ideas, remodeling advice, checking out the latest trends, entering a sweepstakes, sharing gardening secrets or simply viewing the program guide. It's an online destination where visitors can share their own ideas and continue the HGTV experience. Advertisers find HGTV.com equally important because of the great exposure to an engaged audience in a relevant environment.
| [Sidebar] |
| NETWORK PROFILE |
| * HGTVs adult 25-54 viewers are among the most desirable audiences, with a household income of $75,000-plus, ranking No. 1 in total day composition.1 |
| * HGTV delivers one of the highest compositions (85%) of adult 25-54 homeowners in prime time.1 |
| * HGTV is No. 1 during prime time for reaching working women 25-54 with a household income of $75,000-plus.2 |
| * HGTV is a Top 10 fully distributed network and ranks No. 2 among 36 basic cable and four broadcast W network brands in terms of viewers paying more attention to the commercials.3 |
| * HGTV ranks No. 1 among 51 broadcast and cable networks for having viewers who are "more inclined to buy products advertised on the network" and "inspired to buy things."4 |
| [Footnote] |
| 1 Nielsen Media Research, MarketBreaks, 4Q 2005 (9/26/05-12/25/05), Base: Adults 25-54. Ranked among 45 fully distributed cable networks with more than 60 million subscribers. |
| 2 Nielsen Media Research, MarketBreaks, 4Q 2005 (9/26/0512/25/05), Prime Time: M-Su 8P-HP. Rank is based on VPVHs. |
| 3 2005 Beta Research Brand Identity Study |
| 4 2006 Scripps Networks Viewer Engagement Study. Simmons Market Research phone survey of 1,847 Adults 25-54 among a nationally representative sample of cable/satellite subscribers, conducted 10/15/05-12/4/05 among 51 broadcast and cable networks. Responses include weekly plus viewers of specified networks. Data are based on Top 2 Box Scores (% Very Descriptive/Somewhat Descriptive). |
| 5 Nielsen People Meter Sample, January 2006 |
| 6 Nielsen Media Research, MarketBreaks 4Q05. Prime time: M-Su 8P-11P. Rank is based on impressions. |
| 7 Mediamark Research, Doublebase 2005, Adults 18+ |
| 8 Nielsen//NetRatings, (U.S., Home and Work), January-December 2005 12-month average. |
My Research
