Marketers follow viewers' passions on lifestyle nets

03/20/2012 | Broadcasting & Cable (subscription required)

Scripps Networks channels and Bravo are connecting strongly with so-called "endemic advertisers" whose products match up well with the channels' food, home and travel programming. "Advertisers are interested because consumers are passionate about [lifestyle shows]. They care. And that's where all the magic happens. That's where for a marketer, they get higher engagement, if they're in that environment or a program that has that passion and connection to a consumer," said Susan Malfa, senior vice president of national sales for Bravo Media and Oxygen Media.

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