Summary
Smart move, will expose their brands to a younger audience not generally viewing their networks
Analysis
This seems to make good sense for Scripps as it will encourage sampling of their cable TV properties. For the most part the networks skew slightly older, so YouTube offers them the ability to have younger (under 49) viewers sample their programming through video clips. There is of course some downside; we all know what can happen with videos on YouTube and the like, they can become viral and take on a life of their own, often less than favorable for the subject, or in this case Scripps' networks. Bottom line it seems to make sense and I'm sure Google will make it work with advertising.
This author consults with leading institutions through GLG
Analyses are solely the work of the authors and have not been edited or endorsed by GLG.
