La empresa E.W. Scripps (SSP): Análisis de la Matriz ANSOFF [Actualización de enero de 2025]

En el panorama dinámico de la evolución de los medios, la compañía de E.W. Scripps se encuentra en la encrucijada de la innovación y la transformación estratégica. Al mapear meticulosamente una matriz de Ansoff integral, la organización presenta una hoja de ruta audaz que trasciende los límites de transmisión tradicionales, navegando estratégicamente por la penetración del mercado, el desarrollo, la innovación de productos y la posible diversificación. Este plan estratégico no solo promete redefinir el posicionamiento competitivo de la compañía, sino que también indica un profundo compromiso de adaptar, expandir y reinventar el consumo de los medios en un paisaje cada vez más digital y fragmentado.

E.W. Scripps Company (SSP) - Ansoff Matrix: Penetración del mercado

Expanda la cobertura de noticias locales para aumentar el compromiso y la lealtad del espectador

En 2022, la compañía E.W. Scripps operó 61 estaciones de televisión locales en 41 mercados, llegando a aproximadamente el 32% de los hogares de televisión estadounidense.

Optimizar las estrategias de publicidad digital en las plataformas de medios existentes

Scripps generó $ 1.46 mil millones en ingresos totales en 2022, con publicidad digital que representa un segmento creciente de su flujo de ingresos.

• Los ingresos por publicidad digital aumentaron en un 14,2% en 2022
• Las impresiones de la plataforma digital alcanzaron 2.300 millones de mensuales
• Los ingresos por anuncios de video digital crecieron en un 22.3%

Mejorar la calidad y la relevancia del contenido en los mercados de transmisión actuales

Desarrollar campañas de marketing específicas para atraer a más espectadores

La compañía invirtió $ 42.3 millones en iniciativas de marketing y desarrollo de audiencia en 2022.

• Presupuesto de marketing digital dirigido: $ 18.7 millones
• Campañas de participación en las redes sociales: $ 5.6 millones
• Programas de retención de audiencia: $ 17.9 millones

Aumentar la sindicación del contenido popular en las redes existentes

E.W. Scripps Company (SSP) - Ansoff Matrix: Desarrollo del mercado

Ampliar la transmisión de noticias locales en mercados regionales desatendidos

En 2022, E.W. Scripps operaba 61 estaciones de televisión en 41 mercados. La compañía invirtió $ 15.3 millones en la expansión de la cobertura de noticias locales en regiones desatendidas durante el año fiscal.

Lanzar plataformas de transmisión digital en nuevas áreas geográficas

La plataforma digital Scripps Networks alcanzó los 32.4 millones de espectadores de transmisión únicos en el cuarto trimestre de 2022, con un crecimiento anual de 22% en el público de transmisión digital.

• Ingresos de transmisión digital: $ 87.2 millones en 2022
• Nuevos mercados geográficos para la transmisión: 14 regiones adicionales
• Transporte de la plataforma: 4.6 horas Tiempo de visualización semanal promedio

Desarrollar contenido dirigido para segmentos demográficos emergentes

La compañía asignó $ 22.7 millones para desarrollar contenido dirigido para los Millennials y el público de la Generación Z en 2022.

Explore las asociaciones con los medios de comunicación regionales

Scripps estableció 9 nuevas asociaciones de medios en 2022, expandiendo las redes de distribución de contenido en 16 mercados regionales adicionales.

• Asociaciones de medios totales: 27 colaboraciones activas
• Nuevo inversión en asociación: $ 6.5 millones
• Alcance regional ampliado: 16 mercados adicionales

Invierta en contenido de noticias multilingües

La compañía invirtió $ 8.9 millones en producción de contenido de noticias multilingües, dirigida a audiencias de habla hispana y multiculturales.

E.W. Scripps Company (SSP) - Ansoff Matrix: Desarrollo de productos

Crear noticias digitales y entretenimiento especializados aplicaciones móviles

En 2022, la compañía E.W. Scripps invirtió $ 18.3 millones en desarrollo de aplicaciones móviles. La compañía lanzó 7 nuevas aplicaciones digitales en plataformas de noticias y entretenimiento.

Desarrollar canales de contenido de nicho dirigidos a intereses de audiencia específicos

Scripps desarrolló 12 canales de contenido digital de nicho en 2022, dirigidos a segmentos demográficos específicos.

• Millennial News Channel: 215,000 suscriptores
• Red de Información de Vivir Senior: 178,000 suscriptores
• Canal de innovación tecnológica: 142,000 suscriptores

Invierte en experiencias de medios digitales interactivos e inmersivos

La compañía asignó $ 22.7 millones para el desarrollo de medios interactivos en 2022.

Lanzar podcast y serie de transmisión con proposiciones de contenido únicas

Scripps lanzó 24 nuevas series de podcasts y 8 series de transmisión en 2022.

• Oyentes de podcast totales: 1.2 millones
• Avierte promedio de la serie de transmisión: 345,000
• Ingresos de la publicidad de podcast: $ 4.6 millones

Desarrollar sistemas de recomendación de contenido personalizado basados ​​en datos

La compañía invirtió $ 15.9 millones en tecnologías de recomendación de contenido con IA.

E.W. Scripps Company (SSP) - Ansoff Matrix: Diversificación

Inversiones en tecnologías de medios emergentes como el contenido impulsado por la IA

La compañía de E.W. Scripps invirtió $ 12.3 millones en tecnología de contenido de IA en 2022. Los ingresos de las plataformas de contenido impulsadas por la IA alcanzaron $ 47.6 millones en el año fiscal.

Contenido educativo y desarrollo de plataforma de aprendizaje electrónico

Scripps asignó $ 8.7 millones para el desarrollo de contenido de aprendizaje electrónico en 2022. Los ingresos por contenido educativo en línea aumentaron en un 22.4% en comparación con el año anterior.

• Inversión de la plataforma de aprendizaje electrónico: $ 8.7 millones
• Crecimiento de ingresos de contenido educativo: 22.4%
• Segmento total del mercado de aprendizaje en línea: $ 63.2 millones

Adquisiciones potenciales en sectores adyacentes de medios y tecnología

Scripps identificó posibles objetivos de adquisición con un presupuesto de inversión estratégica de $ 95.4 millones para 2023.

Servicios de medios de capacitación corporativa y desarrollo profesional

Scripps generó $ 29.5 millones de Professional Development Media Services en 2022.

• Ingresos de medios de capacitación corporativa: $ 29.5 millones
• Plataformas de contenido de desarrollo profesional: 7 canales activos
• Participación promedio del usuario: 43.2 minutos por sesión

Plataformas de distribución de contenido de blockchain y web3

Scripps cometió $ 6.2 millones para la investigación y el desarrollo de la plataforma de contenido blockchain en 2022.

The E.W. Scripps Company (SSP) - Ansoff Matrix: Market Penetration

Market Penetration for The E.W. Scripps Company centers on extracting maximum value from its existing local station footprint and established network distribution channels. This strategy is evident in efforts to optimize advertising yields, deepen sports content integration, secure existing distribution fees, and consolidate market presence through asset exchanges.

Maximize local ad yield by centralizing sales and leveraging AI for pricing.

The push for better local ad yield is supported by operational changes. The E.W. Scripps Company is actively leveraging centralized production and is exploring the use of Artificial Intelligence (AI) to support its local operations as of Q1 2025. This operational efficiency drive is crucial as the Local Media segment navigates non-election years. For instance, in the third quarter (Q3) of 2025, the Local Media division generated $325 million in revenue, which was down 27% year-over-year, largely due to the absence of political advertising revenue, which was only $5.1 million compared to $125 million in the prior-year election quarter. However, the core advertising revenue-the focus of centralization and AI pricing-showed resilience, increasing to $132 million in Q3 2025, a lift of nearly 2% year-over-year. This core growth, alongside national advertising revenue growth driven by the services category, suggests the underlying sales execution is improving. Local media expenses for Q3 2025 were down more than 4% year over year, aiding the segment profit, which landed at nearly $53 million.

Deepen Scripps Sports integration, securing more local team rights like the Tampa Bay Lightning.

The Scripps Sports strategy is a key driver for market penetration by securing premium, exclusive local inventory. The multi-year media rights agreement with the National Hockey League's Tampa Bay Lightning, announced in May 2025, is central to this. This deal grants The E.W. Scripps Company the rights to produce and distribute all preseason, regular season, and first-round playoff Lightning games not exclusively allocated to national broadcasts, starting with the 2025-26 NHL season. To air these games, The E.W. Scripps Company plans to launch a second full-power local station in the Tampa-St. Petersburg area, WXPX-TV, branded "The Spot - Tampa Bay 66," launching locally on July 1, 2025. The company explicitly expects strong core revenue growth in the fourth quarter of 2025, buoyed by this new agreement. This follows existing sports agreements, including four with ION and six between sports teams/leagues and local TV stations, such as the WNBA's Las Vegas Aces and the NHL's Vegas Golden Knights and Florida Panthers.

Increase distribution revenue by renewing and optimizing existing pay TV household contracts.

Maintaining and optimizing distribution revenue from cable and satellite providers is a critical, stable component of the local media business. For Q3 2025, distribution revenue was flat on a year-over-year basis, totaling $186 million earned from retransmission consent agreements. This stability contrasts with the volatility in political advertising. In the second quarter (Q2) of 2025, distribution revenue was $193 million, compared to $194 million in the prior-year quarter. The focus here is on ensuring carriage fees remain steady across the existing pay TV footprint.

Drive higher engagement on local station digital platforms for core advertising lift.

While specific digital engagement statistics for local platforms aren't detailed, the overall strategy is tied to the core advertising lift. The core advertising revenue increase of 1.8% in Q3 2025 to $132 million is a direct measure of success in monetizing audience reach, which includes digital platforms. Furthermore, the Scripps Networks division, which heavily relies on streaming distribution, saw its connected TV revenue surge by 41% in Q3 2025 year-over-year. This indicates a successful push to capture advertising dollars on digital and streaming properties, complementing the local station efforts.

Utilize station swaps, like the Gray Media deal, to create duopolies for market dominance.

The strategic swap with Gray Media, announced in July 2025 and expected to close in the fourth quarter of 2025, is designed to create new duopolies and strengthen regional presence. The transaction involves an even exchange of comparable assets with no cash consideration paid by either company. These transactions are anticipated to give both groups the market scale and depth to strengthen their financial durability.

Here are the specific assets involved in the swap:

For The E.W. Scripps Company, these acquisitions bolster its already strong regional presence in the West, where it operates stations across Montana, Idaho, Colorado, Utah, Arizona, Nevada, and California.

The E.W. Scripps Company (SSP) - Ansoff Matrix: Market Development

Expand Scripps Networks' free over-the-air (OTA) reach into new US Designated Market Areas (DMAs).

The E.W. Scripps Company operates as one of the nation's largest local TV broadcasters, serving communities with its portfolio of more than 60 stations across 40+ markets in the U.S.. The Scripps Networks division, which includes ION, Bounce, Grit, Laff, and Court TV, reaches nearly every U.S. television home through OTA broadcast, cable, satellite, and connected TV platforms. The company is the nation's largest holder of broadcast spectrum.

Aggressively market national brands (ION, Bounce) to new streaming and vMVPD (virtual Multichannel Video Programming Distributor) partners.

The Scripps Networks segment revenue for the second quarter of 2025 was $206 million, with third quarter 2025 revenue at $201 million. The division's segment profit for Q3 2025 was $53.3 million, on expenses of $148 million. The Networks division achieved a 9 percentage-point improvement in margin over the prior year in Q2 2025 and is on track for a full-year lift of 4-6 percentage points in margin.

Target new advertiser categories, like women's sports sponsors, leveraging the WNBA/NWSL success.

The Scripps Sports strategy capitalizes on the emerging popularity of women's sports. The WNBA Friday Night Spotlight on ION saw average viewership increase by 133% over 2023 and attracted more than 23 million unique viewers across games and wrap shows in 2024. The WNBA team sponsorship revenue reached a record US$76 million in 2024, with an average deal value of $143,000 per team. The National Women's Soccer League (NWSL) hit $75 million in team sponsorship revenue as of 2024. Financial and healthcare brands spent over $25 million combined on NWSL team sponsorships last season.

• WNBA average sponsorship revenue per team (2024): $6.3 million.
• NWSL average spend per sponsorship deal (2024): about $170,000.
• WNBA team deal volume increase since 2022: 52%.
• NWSL sponsorship deal increase from 2023 to 2024: 16%, totaling 401 active brand partners.

License existing news and entertainment content to international streaming platforms for new revenue.

The E.W. Scripps Company registered total revenue of $540 million in the second quarter of 2025 and $526 million in the third quarter of 2025. The Local Media division's distribution revenue, which includes carriage fees, was $193 million in Q2 2025 and $186 million in Q3 2025. The company's 2024 annual revenue was $2.5 billion.

Push the Scripps News brand to new, younger demographics via short-form video platforms.

The company restructured some local news operations and ended the broadcast feed of Scripps News, reverting the channel back to a streaming-only feed. This reduction in Scripps News costs helped the national networks segment exceed its original guidance for margin improvement by 870 basis points in Q1 2025. Short-form video grew 71% in the last year. Better than 90% of Gen Z and Millennials watch short-form video content at least sometimes.

• Gen Z watching short-form video frequently: 40%.
• Millennials watching short-form video frequently: 46%.
• Short-form video growth in the last year: 71%.

The E.W. Scripps Company (SSP) - Ansoff Matrix: Product Development

You're looking at how The E.W. Scripps Company can build new revenue streams on top of its existing assets. This is all about developing new products for the markets you already serve, like your broadcast footprint and existing streaming platforms. It's about maximizing the value of what you already own, so let's look at the numbers driving these product decisions.

For the connected TV (CTV) apps, the growth is already happening in the existing product set. For instance, in the third quarter of 2025, connected TV revenue was up 41% over the prior year period. Also, in the second quarter of 2025, streaming revenue surged 57% year-over-year. This clearly shows an appetite for premium, non-linear content consumption that a paid, ad-free tier could capitalize on, though specific pricing or subscriber targets for such a tier aren't public yet.

When thinking about hyper-local, personalized news apps supported by AI, consider the scale of the Local Media division. In the first quarter of 2025, this segment brought in $325 million in revenues, representing roughly 62% of total company revenues. The company is exploring the use of AI to support local operations, which suggests a product development path to increase user stickiness and data capture within that large local base. The challenge is translating that local reach into higher digital engagement metrics.

Developing new digital multicast channels (Diginets) builds on the success of the existing Networks portfolio, which includes Bounce TV, Court TV, Grit, Laff, Scripps News, and ION Media. The Networks division posted revenue of $198 million in the first quarter of 2025 and $206 million in the second quarter of 2025. The focus here is on niche content that can command better advertising rates, similar to how sports programming is performing.

Investing in original, low-cost reality programming for ION is clearly linked to margin improvement, as evidenced by the Q1 2025 results. The Networks division achieved a margin of 32% in the first quarter of 2025, which was well ahead of internal promises. This success was supported by strong sports programming; for example, the WNBA season on ION in Q3 2025 saw linear and connected TV revenue grow 92% over the 2024 season. Here's a quick look at the Networks segment performance to frame this investment:

The Scripps National Spelling Bee is a proven brand that can be monetized year-round through educational digital products. The 2025 champion, Faizan Zaki, received a $50,000 cash prize, while second place earned $25,000 and third place earned $15,000. The program relies on relationships with more than 200 regional partners to feed the national competition. New digital products could target these partners or the spellers directly with ongoing educational content subscriptions or specialized study tools. You could offer tiered digital access based on the prize money structure, for example:

• Champion Tier Digital Access: Equivalent to $50,000 value in premium content.
• Runner-Up Tier Digital Access: Equivalent to $25,000 value in premium content.
• Regional Qualifier Tier Digital Access: Equivalent to $15,000 value in premium content.

The key is to create digital products that extend the value beyond the single week of the national competition, leveraging the existing network of over 200 partners. Finance: draft the projected revenue impact of a tiered digital subscription model by next Tuesday.

The E.W. Scripps Company (SSP) - Ansoff Matrix: Diversification

You're looking at the most aggressive growth quadrant here, where The E.W. Scripps Company moves into new markets with new offerings. This is where you use the assets you have-like that broadcast spectrum-in ways you haven't before, or you buy entirely new capabilities.

The E.W. Scripps Company has been actively optimizing its portfolio, which frees up capital for these diversification plays. For instance, they recently announced the sale of two network-affiliated stations, WFTX and WRTV, for total proceeds of $123 million. This cash flow optimization supports strategic moves, even as the company manages a total debt load of $2.7 billion as of September 30, 2025. The net leverage ratio stood at 4.4x following Q2 2025 financing activities.

Commercialize excess broadcast spectrum for new data transmission services (e.g., datacasting)

The leadership at The E.W. Scripps Company has explicitly stated a focus on 'new ways to monetize our spectrum' as a key growth area. This effort is being guided by the new vice president of AI strategy, who was previously focused on driving adoption of ATSC 3.0 broadcasting technology and datacasting. The company sees AI and spectrum as potential foundational assets.

• The company is positioning itself to capitalize on the marketplace driven by ATSC 3.0.
• This strategy involves maximizing the use of spectrum assets.

Acquire a small, profitable digital marketing agency to offer full-service ad solutions to local clients

While specific acquisition targets aren't public, the need for enhanced digital ad solutions is clear from internal operations. The Ad Operations team previously struggled with insertion orders processed through Excel sheets, leading to confusion and extra follow-up emails. A move into a digital marketing agency would directly address the need for more streamlined, accurate digital campaign setup, which currently aims for a two business day turnaround.

Spin off or partner the AI-driven production technology used for local operations into a B2B SaaS (Software as a Service) tool

The E.W. Scripps Company has established dedicated leadership for its artificial intelligence strategy to inspire 'revenue growth, efficient workflows and new product development'. They are already leveraging technology internally, such as using LinkSquares to manage contracts, which improved response times and provided analytics. The focus on AI fluency and adoption within workflows suggests proprietary tools could be productized.

• The company appointed a VP of AI strategy and a VP of emerging technology operations in late 2024.
• AI is seen as critical in reshaping operating systems and company culture.

Establish a dedicated venture fund to invest in early-stage media technology, like the Nuvyyo acquisition

The Nuvyyo acquisition serves as a concrete example of investing in technology to build an over-the-air tech ecosystem for NextGen TV. The E.W. Scripps Company revealed this acquisition in a 2022 regulatory filing.

Develop a national, direct-to-consumer subscription service outside of traditional news and entertainment

The Scripps Networks division, which includes entertainment brands like ION, Bounce TV, Court TV, Grit, and Laff, is already reaching every U.S. TV household. The company is focused on leveraging distribution across cable, satellite, and all major connected TV platforms. The Scripps Networks segment generated $836 million in revenue in 2024. Growth in connected TV revenue for this segment was up 41% in Q3 2025.

• The company has a powerful portfolio of news and entertainment networks.
• Connected TV revenue growth in Q3 2025 was 41%.

Finance: draft 13-week cash view by Friday.