is turning the upscale audience into weekend couch potatoes. According to
Nielsen, in Q2 HGTV ranked first in ad-supported cable on weekends with the
W25-54 upscale audience (household income $100k+ and $125k). And while DIY
Network ranked 84th in all of cable, it came in at #30 in weekend audience for
A25-54, HHI $125+.
GM of HGTV and DIY Network Kathleen Finch explains to Cynopsis,
"Weekends are when people naturally think about their homes and how they
live. They entertain on weekends, do yard work, tackle projects, and
increasingly they sit if front of a Yard Crashers marathon on DIY or a
two-hour stack of Hawaii Life on HGTV."
Outside of the numbers,
what's the draw to advertisers? "We attract an audience that's incredibly
engaged in what they're watching," says Finch. "Our viewers are
upscale homeowners who believe the adage that their home is their castle, and
weekends are when they're looking for information and products to help improve