HGTV's Dream Home Giveaway Leverages Audience Management for Targeted Advertising

HGTV, a leader in home and gardening programming, utilized TACODA Systems' Audience Management System to segment nearly 36 million entrants into targetable advertiser-friendly groups for its 2004 Home and Garden Television Dream Home Giveaway. This initiative, in its 8th year, is believed to be the largest sweepstakes on television. The winner received a new dream home valued at over $1 million, built by HGTV in St. Marys, GA, plus a new GMC Envoy.

Key Takeaways:

• HGTV processed 36 million entries into over 200 targetable audience segments using TACODA Systems' Audience Management System, allowing for more efficient advertising and higher response rates.
• By cross-matching demographic data with behavioral data, Scripps Networks, parent company of HGTV, can develop large audience segments that will be of high value to advertisers.
• TACODA targeting has shown response rates 2400 times higher than ROS (Run-of-Site) advertising in other campaigns.
• HGTV was able to segment entrants based on their online navigation, including visiting specific sections like kitchens and baths, making them attractive to appliance and fixture marketers.
• 36 million entrants were segmented into over 200 targetable audience segments.
• Response rates from TACODA targeting were 2400 times higher than ROS advertising.
• HGTV's 8th annual Dream Home Giveaway is believed to be the largest sweepstakes on television.
• The winner received a home valued at over $1 million and a new GMC Envoy.

Sources:

• Home & Garden Television (HGTV)
• TACODA Systems
• Scripps Networks
• E.W. Scripps Company
• TACODA CEO Dave Morgan
• Scripps Networks SVP of Interactive Sales, Jeff Meyer