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

Strategic Insights -

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