With cable upfront presentations kicking off this month, Media Life will carry a series of network profiles with information important to media buyers and planners heading into negotiations. This is the 11th in the series. Previous articles can be found in the Cable Department.
In the early part of this decade, the Food Network happened on what might have seemed the least-likely show to connect with American viewers, "Iron Chef," imported from Japan, in Japanese.
But it turned out to be such a hit with foodies that the network began revamping its lineup, moving away from its staple of how-to shows like “Emeril Live” in favor of reality shows like “Iron Chef America” and “Food Network Challenge.”
Ratings soared, and that process continues, with yet more reality slotted for primetime and even fewer how-to shows. Even “Emeril" is being phased out.
Where Food Network needs help is in daytime, where its ratings are up far less than in primetime, and it's now moving to freshen up its daytime lineup with more cooking personalities like Giada De Laurentiis of “Everyday Italian” and Paula Deen of “Paula’s Home Cooking” to boost ratings.
“I think we’ve really changed the perception of who we are in primetime, but while that happened, daytime shows, like most things on television, started to fatigue,” says Michael Smith, senior vice president of marketing and creative services at Food.
“In 2002 and 2003, we did a great job of identifying engaging, relatable home cooks in daytime. That’s what we’re focused on doing again in 2008.”
The network’s identity
The 15-year-old Food Network has managed to jack up ratings by widening the range of its programming while keeping its focus on food. The effect has been to strengthen the brand. Viewers know what it is, as do media buyers, which is a real plus each year as it enters the upfront ad market. It's also been a beneficiary of the whole foodie craze of the last decade or more.
The network’s target audience
Food primarily targets adults 25-54. Its core audience is women, particularly during the day, but the increasing number of competition shows has broadened its audience, drawing in both younger viewers and men.
“Ratings are pretty strong this year, and their ratings among men are up considerably,” notes Jordan Breslow, director of broadcast research at MediaCom. “It’s not targeted to men, but if they’re up, they’re up.”
The network’s ratings
In primetime, Food Network’s audience in first quarter was up 13 percent over the same time in 2007, to an average 874,000 viewers. It was up in every major demographic, notably by 25 percent in 18-34s.
Its total-day audience was also up, but only 5 percent, to 604,000.
The network’s competitive set
Food mostly competes with female-focused networks like the larger Lifetime and TLC but also other mid-sized networks such as truTV, Bravo and sister channel HGTV.
What’s new for 2008/09
Food has been rolling out a slew of new shows, almost all of which are attempts at finding new stars who can be parlayed into hosting multiple shows as other Food stars like Rachael Ray have in the past.
During the day, it’s doing this with programs like “Down Home with the Neelys,” with a husband-wife team who barbeque, and “Rescue Chef,” with British cook and model Danny Boome.
Longtime Food star Bobby Flay will get a new Monday-Friday daytime show called “Grill It!” in July.
In primetime, Food is adding shows like “Feasting on Waves,” where “Iron Chef” host Alton Brown sails around the Caribbean in search of great food. And the fourth season of “Next Food Network Star” kicks off in June.
The network’s upfront outlook
On a scale of 1 to 5, with 5 being excellent: 4.
The Food Network is heading into the upfront in the enviable position of being among the fastest-growing networks on cable while being one of the strongest cable brands. It also has a good story to tell: a solid programming strategy that promises to continue that growth. Its challenge will be in beefing up its daytime lineup.
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A LOOK AT FOOD NETWORK
Launched in 1993 |
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Parent
Company |
Scripps Networks |
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No. of subscribers |
96 million |
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Median viewer age |
47 years old |
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Average primetime viewers |
874,000 |
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Average total-day viewers |
604,000 |
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Avg. primetime 25-54 viewers |
466,000 |
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Avg. total-day 25-54 viewers |
301,000 |
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Target audience |
Adults 25-54; Women 25-54 |
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Main Competitors |
Food competes with networks like Lifetime, TLC and sister network HGTV that do well among women, but also general-interest networks such as TNT. |
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Upfront presentation |
Multiple dates/cities. |
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Source: Nielsen Media Research, 1st Qtr. 2008 |
Links to past upfront stories:
Spike
Lifetime
USA
G4
HGTV
DIY
Hallmark
truTV
FX
AMC
