Scripps Networks Interactive anticipates a strong upfront, with research showing that 94% of its viewing occurs live during the C3 period and that its audiences watch the ads on its lifestyle-programming networks, said Jon Steinlauf, executive vice president of ad sales and ad sales marketing. "People tend to watch our brands first, the shows second," said Steinlauf, who calls Scripps "ESPN for women. ... If Macy's needs to be there for its next-day sales, they want tonight's audience, not six days from now."

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