The deal is part of Scripps much-touted first cross-network ad campaign, coined "Summer for Life." Scripps sold the campaign at last year's upfront, and it will feature branded vignettes sponsored by Wal-Mart, S.C. Johnson, Orbitz and Ford Motor Co. running across its stable of cable networks: Food Network, HGTV, DIY Network, GAC (formerly Great American Country) and Fine Living. Country music artist LeAnn Rimes is the Summer for Life spokeswoman.
Small piece of Wal-Mart's ad budget
This was Wal-Mart's first big campaign with several Scripps Networks, said John Steinlauf, senior VP-ad sales for Scripps. Among other things, Wal-Mart will tout its line of GE small appliances in spots that explain how to make blended iced coffee drinks. The campaign is a small piece of Wal-Mart's $578 million U.S. creative and media business, which recently went into review.
Each Scripps network will air 40 hours of summer programming through July 5, interspersed with 30-second interstitials that integrate advertisers' products into summer living tips. The lifestyle-oriented interstitials are about as close as a marketer can get to Scripps programming, as the networks eschew product placement, a church/state practice stemming from Scripps' heritage as a newspaper company.
Each network is also inserting 15-second integrated promos, or "bumps," in their summer programming specials that will feature advertisers' products and a reminder to enter a $1 million Summer for Life sweepstakes.