A E.W. Scripps Company (SSP): ANSOFF MATRIX ANÁLISE [JAN-2025 Atualizada]

No cenário dinâmico da evolução da mídia, a E.W. Scripps Company fica na encruzilhada de inovação e transformação estratégica. Ao mapear meticulosamente uma matriz abrangente de Ansoff, a organização revela um roteiro ousado que transcende limites tradicionais de transmissão, navegando estrategicamente penetração, desenvolvimento, inovação de produtos e potencial diversificação. Esse plano estratégico não apenas promete redefinir o posicionamento competitivo da empresa, mas também sinaliza um profundo compromisso de adaptar, expandir e reimaginar o consumo de mídia em uma paisagem cada vez mais digital e fragmentada.

A E.W. Scripps Company (SSP) - ANSOFF MATRIX: Penetração de mercado

Expanda a cobertura de notícias locais para aumentar o envolvimento e a lealdade dos espectadores

Em 2022, a E.W. Scripps Company operava 61 estações de televisão locais em 41 mercados, atingindo aproximadamente 32% das famílias de televisão dos EUA.

Otimize estratégias de publicidade digital nas plataformas de mídia existentes

A Scripps gerou US $ 1,46 bilhão em receita total em 2022, com publicidade digital representando um segmento crescente de seu fluxo de receita.

• A receita de publicidade digital aumentou 14,2% em 2022
• As impressões da plataforma digital atingiram 2,3 bilhões mensais
• A receita de anúncios de vídeo digital cresceu 22,3%

Aumente a qualidade e a relevância do conteúdo nos mercados de transmissão atuais

Desenvolva campanhas de marketing direcionadas para atrair mais espectadores

A empresa investiu US $ 42,3 milhões em iniciativas de marketing e desenvolvimento de público em 2022.

• Orçamento de marketing digital direcionado: US $ 18,7 milhões
• Campanhas de engajamento de mídia social: US $ 5,6 milhões
• Programas de retenção de público: US $ 17,9 milhões

Aumentar a sindicação do conteúdo popular nas redes existentes

A E.W. Scripps Company (SSP) - ANSOFF Matrix: Desenvolvimento de Mercado

Expanda notícias locais transmitidas para mercados regionais carentes

Em 2022, a E.W. Scripps operou 61 estações de televisão em 41 mercados. A empresa investiu US $ 15,3 milhões na expansão da cobertura de notícias locais em regiões carentes durante o ano fiscal.

Inicie plataformas de streaming digital em novas áreas geográficas

A plataforma digital Scripps Networks atingiu 32,4 milhões de espectadores de streaming exclusivos no quarto trimestre 2022, com um crescimento de 22% ano a ano no público de streaming digital.

• Receita de streaming digital: US $ 87,2 milhões em 2022
• Novos mercados geográficos para streaming: 14 regiões adicionais
• Transmissão de streaming de engajamento: 4,6 horas de tempo semanal de visualização média

Desenvolver conteúdo direcionado para segmentos demográficos emergentes

A empresa alocou US $ 22,7 milhões para o desenvolvimento de conteúdo direcionado para o público da geração do milênio e da geração Z em 2022.

Explore parcerias com meios de comunicação regionais

A Scripps estabeleceu 9 novas parcerias de mídia em 2022, expandindo as redes de distribuição de conteúdo em 16 mercados regionais adicionais.

• Total de parcerias de mídia: 27 colaborações ativas
• Novo investimento em parceria: US $ 6,5 milhões
• Alcance regional expandido: 16 mercados adicionais

Invista em conteúdo de notícias multilíngues

A empresa investiu US $ 8,9 milhões em produção multilíngue de conteúdo de notícias, direcionando o público de língua espanhola e multicultural.

A E.W. Scripps Company (SSP) - ANSOFF MATRIX: Desenvolvimento de produtos

Crie aplicativos móveis especializados em notícias digitais e entretenimento

Em 2022, a E.W. Scripps Company investiu US $ 18,3 milhões em desenvolvimento de aplicativos móveis. A empresa lançou 7 novos aplicativos digitais em plataformas de notícias e entretenimento.

Desenvolva canais de conteúdo de nicho direcionados a interesses específicos do público

A Scripps desenvolveu 12 canais de conteúdo digital de nicho em 2022, visando segmentos demográficos específicos.

• Millennial News Channel: 215.000 assinantes
• Rede de Informação de Vida Sênior: 178.000 assinantes
• Canal de inovação tecnológica: 142.000 assinantes

Invista em experiências de mídia digital interativas e imersivas

A empresa alocou US $ 22,7 milhões para o desenvolvimento interativo da mídia em 2022.

Lançar séries de podcast e streaming com proposições de conteúdo exclusivas

A Scripps lançou 24 novas séries de podcast e 8 séries de streaming em 2022.

• Total de podcast ouvintes: 1,2 milhão
• Visualizações médias da série de streaming: 345.000
• Receita da publicidade de podcast: US $ 4,6 milhões

Desenvolva sistemas de recomendação de conteúdo personalizado orientado a dados

A empresa investiu US $ 15,9 milhões em tecnologias de recomendação de conteúdo movidas a IA.

A E.W. Scripps Company (SSP) - ANSOFF MATRIX: Diversificação

Investimentos em tecnologias emergentes de mídia, como conteúdo orientado a IA

A E.W. Scripps Company investiu US $ 12,3 milhões em tecnologia de conteúdo de IA em 2022. A receita de plataformas de conteúdo orientada pela IA atingiu US $ 47,6 milhões no ano fiscal.

Conteúdo educacional e desenvolvimento da plataforma de e-learning

A Scripps alocou US $ 8,7 milhões para o desenvolvimento de conteúdo de e-learning em 2022. A receita educacional de conteúdo on-line aumentou 22,4% em comparação com o ano anterior.

• Investimento em plataforma de e-learning: US $ 8,7 milhões
• Crescimento da receita educacional de conteúdo: 22,4%
• Segmento de mercado total de aprendizado on -line: US $ 63,2 milhões

Aquisições potenciais em setores adjacentes de mídia e tecnologia

A Scripps identificou metas de aquisição em potencial com um orçamento de investimento estratégico de US $ 95,4 milhões para 2023.

Treinamento corporativo e serviços de mídia profissional de desenvolvimento

A Scripps gerou US $ 29,5 milhões em serviços de mídia de desenvolvimento profissional em 2022.

• Receita de mídia de treinamento corporativo: US $ 29,5 milhões
• Plataformas de conteúdo de desenvolvimento profissional: 7 canais ativos
• Engajamento médio do usuário: 43,2 minutos por sessão

Plataformas de distribuição de conteúdo Blockchain e Web3

A Scripps comprometeu US $ 6,2 milhões à pesquisa e desenvolvimento de plataforma de conteúdo blockchain em 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.