Syfy Unveils 'Igniters' Role in Consumer Behavior

Syfy today unveiled to the advertising community provocative and groundbreaking insights into the role highly imaginative people - called Igniters - play in driving consumer behavior for new products and brands by sharing it instantly through social media and portable, everywhere access.

Through a custom study conducted in partnership with PSFK, Syfy demonstrates how and why this consumer is more powerful today than ever, creating a new marketplace - the Imagination Economy. Igniters' power and influence on the success of brands is actually growing in a modern world saturated with social media and portable, everywhere access. Today these highly imaginative consumers live in a world where they can find anything they want at a moment's notice and share it with hundreds of thousands of people - instantly.

Syfy, PSFK and Simmons show that Igniters are overactive in three key consumer behaviors:

· FIND THE NEW: Insatiable need to constantly be in-the-know about the latest and greatest everything, from nutrition and diet to electronics

· DO THE NEXT: Must-have mentality drives them to try, do and buy the next big thing such as new stores, styles, drinks and food

· SHOW THE REST: Vocal in telling everyone about their latest finds. Because they're at the forefront, people listen to what they have to say, whether it's financial matters to car buying

Evidence proving this behavior is drawn from Simmons' most recent two year study measuring the behavior of people who view themselves as Creative, Inventive, Imaginative and Artistic. Syfy ranks #1 among all measured cable networks in delivering this audience with a 112 index among Adults 18-49.

Simmons, now owned by Experian, is an established syndicated research provider supplying leading advertisers, agencies and media companies with timely, single-source consumer insights. They survey over 30,000 consumers annually, continuously measuring and updating consumer attitudes, product and brand preferences, media consumption habits and demographic and lifestyle characteristics. In the Self-Concepts section, respondents are asked how they see themselves. Four adjectives are grouped together in different statements. Respondents are asked the degree to which they agree or disagree (on a five point scale) with each individual statement as a description of themselves. Top two box data for the statement including Creative, Inventive, Imaginative and Artistic was used.

In making the announcement, Dave Howe, President, Syfy, said: "As the brand which celebrates, encourages and stimulates imagination, Syfy creates entertainment with this group in mind. We spark their imagination with shows like Face Off, open their minds to what's possible with Alphas and Warehouse 13, and show them a new way of looking at the world with programs such as Ghost Hunters and Being Human. This group who imagines greater is the audience Syfy speaks to and delivers to advertisers more than any other cable network."

Syfy and PSFK announced this study during an executive breakfast at CES/Las Vegas - in partnership with VivaKi (Starcom/Mediavest, Zenith Optimedia, Razorfish, Digitas) - to more than 200 of their most senior marketing clients and company executives.

Syfy will also launch a major outreach campaign to the advertising community, including:

· Executive breakfasts in New York, Los Angeles, Chicago, Detroit and Boston

· Presentations in and around the ad community

· National ad campaign including outdoor presence in New York, Chicago, Detroit, and Los Angeles; cover wraps in major trade magazines, and agency promotion

· Launch of the website SyfyIgniters.com

PSFK is a go-to source for new ideas, inspiration and innovation for some of the most respected brands in the world, such as Apple, American Express, BMW, Gap, Levi's, MTV, Nestle, Nike, Pepsi and Samsung. PSFK provides its consultancy clients with a global view of cultural and market trends, insights into future consumer behavior and inspiration for potential products, communications and business ideas.

Syfy is a media destination for imagination-based entertainment. With year round acclaimed original series, events, blockbuster movies, classic science fiction and fantasy programming, a dynamic Web site (www.Syfy.com), and a portfolio of adjacent business (Syfy Ventures), Syfy is a passport to limitless possibilities. Originally launched in 1992 as SCI FI Channel, and currently in more than 98 million homes, Syfy is a network of NBCUniversal, one of the world's leading media and entertainment companies. (Syfy. Imagine greater.)

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