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Scripps home category rules weekend upscale audience


Scripps Networks Interactive 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 that castle."