Post Type:post Spiffing up the Home with HGTV | Viamedia

While the “American Dream” has taken on different meanings over the generations, it has always been about “peace and prosperity,” and – since World War II – the dream of owning one’s home, which has morphed into the dream of re-modelling one’s home; flipping one’s home; and trading up to something bigger and better.

Such is the zeitgeist of our times that an entire cable network – HGTV – is devoted to practically anything and everything having to do with one’s home. Indeed, one could argue that the growth of HGTV has accelerated the interest in buying, selling, preserving and upgrading American homes from coast to coast.

Originally, HGTV was called the “Home, Lawn and Garden Channel”, but there is only so much television content one can devote to landscaping and home gardens, so HGTV has focused its energies on the home itself, tapping into the hope that our homes – as an equity investment – will grow in value.

As a result, HGTV has become a Top 10 cable network. Below, six HGTV “home” titles that have delivered consistently strong ratings:

House Hunters

This granddaddy of a show has been around for over a dozen years as prospective buyers tour various homes, settling upon one and providing the audience a glimpse of how they changed the house after moving in.

House Hunters International (HHI)

One of several “House Hunters” off-springs, HHI takes the House Hunters format overseas.

Rehab Addict

A home renovation show hosted by Nicole Curtis, who has a strong predilection for restoration rather than tear-downs.

Love It or List It

Homeowners must decide whether to stay in their own re-modelled homes or “sell the memories” and move on to something else.

Property Brothers

Twin brothers – Jonathan & Drew Scott – help prospective buyers purchase and renovate homes that need a little “tender loving care”.

Island Hunters

Another “House Hunters” spin-off taken up a notch (or two) with families looking to buy, not just another house, but a house that comes with its own private island. Didn’t F. Scott Fitzgerald once say, “…the rich are different from you and me.”

HGTV Cable TV Ratings - Viamedia

Source: Viamedia analysis of Rentrak TV Essentials Data (Telecast Summary Report) for 6 HGTV shows: House Hunters (37 episodes that ran in 1Q2014 and 46 episodes that ran in1Q2013); House Hunters International (42 episodes that ran in 1Q2014 and 38 episodes that ran in 1Q2013); Island Hunters (13 episodes that ran in 1Q2014 and 2 episodes that ran in 1Q2013); Love It or List It (12 episodes that ran in 1Q2014 and 14 episodes that ran in 1Q2013); Property Brothers (3 episodes that aired in 1Q2014 and 11 episodes that aired in 1Q2013); and Rehab Addict (80 episodes that ran in 1Q2014 and 46 episodes that ran in 1Q2013). Average ratings are Viamedia time-duration weighted estimates for new episodes only (no repeats), with the exception being Rehab Addict for which there were no New/Repeat designations. Ratings & Shares are Live-only (no DVR activity.)

Local Market Advertising Demand

Local Cable advertising support for these six HGTV shows has been exceptional. Over the past two years (2013 & 2014), 280 Viamedia clients across 44 markets (and 100 local cable zones) have aired over 5,000 (equivalized) 30-second spots. . (Source: B.I.G.SM   database — Copyright © 2015 by Viamedia, Inc. All Rights Reserved)

Support for these shows has also been very consistent throughout the year with the only dip coming (not unexpectedly) in the summer months:

Viamedia - HGTV Cable TV Advertising

Source: Viamedia internal analysis of B.I.G.SM    Sports & High Profile Tracker data for any and all local cable advertisers who invested in six HGTV shows (“Rehab Addict”, “House Hunters”, “House Hunters International”, “Island Hunters”, “Love It or List It” and “Property Brothers”) over the past two years (2013 & 2014) across any and all Viamedia markets. Copyright © 2015 by Viamedia, Inc. All Rights Reserved.

Another sure sign of strong advertising demand: We confined our analysis to only those markets that exhibited advertising for these six “home” shows over the past two years (2013 & 2014), and found an overall growth rate of 77%, which is comprised of the following components:

1)      58% rise in the number of 30-second units;

2)      12% rise in unit pricing;

3)      7% rise due to the multiplicative effect of units sold and pricing.

Source: Viamedia analysis of B.I.G.SM    Sports & High Profile Tracker data  across the 26 markets that exhibited local cable advertising on the HGTV programs “Rehab Addict”, “Love It or List It”, “Property Brothers”, “Island Hunters”, “House Hunters” and “House Hunters International” during the past two years (2013 & 2014). Copyright © 2015 by Viamedia, Inc. All Rights Reserved. 

Compared with several of the shows we’ve reviewed in the past, the HGTV six “home shows” attract a fairly broad array of local cable advertising categories. And, while the Furniture/Floor Covering category accrues “only” 11% of local cable dollars, that figure is more than twice the percentage company-wide (across all programs). And, while Real Estate advertising is not broken out in the pie chart below, it should come as no surprise that its percentage is three times higher than company-wide levels:

Source: Viamedia internal analysis of B.I.G.SM    Sports & High Profile Tracker data for any and all local cable advertisers who invested in six HGTV shows (“Rehab Addict”, “House Hunters”, “House Hunters International”, “Island Hunters”, “Love It or List It” and “Property Brothers”) over the past two years (2013 & 2014) across any and all Viamedia markets. Copyright © 2015 by Viamedia, Inc. All Rights Reserved.

 These six HGTV shows have aired over 40 new episodes – in just the month of January alone! Clearly, HGTV has tapped into a deep interest in home ownership that has attracted millions of viewers, and will continue to do so throughout the year. That makes for the sort of advertising vehicle that local cable advertisers can tap into winter, spring, summer and fall. 

 

For more information on Viamedia, visit www.viamediatv.com.

 

– Written by Jonathan Sims, VP Media Research, Viamedia