E.W. Scripps is looking forward to a successful year as the popularity of Caitlin Clark and JuJu Watkins continues to rise, with recent rights deals enabling its ION broadcast network to showcase Friday-night WNBA events and Saturday-night doubleheaders from the National Women’s Soccer League. As part of its annual competition between TV networks and advertisers, Scripps is preparing for the industry’s “upfront” event, where they aim to sell the majority of their commercial inventory before the next programming cycle.
Scripps purchased ION in 2020, providing the network with stable ownership after years of financial instability and unclear brand identity. Originally launched as PAX TV in 1998 by entrepreneur Bud Paxson, ION was dedicated to family-friendly programming. In 2024, ION plans to expand its audience by featuring a variety of programming, including the annual broadcast of the Scripps National Spelling Bee. Additionally, the network will continue to air hour-long dramas such as “Bull,” “Magnum P.I.,” “Blue Bloods,” and various others.
To increase ION’s reach and attract a wider audience, Scripps will launch a year-long marketing campaign focused on promoting the network’s entertainment and sports programming. This campaign will include dedicated franchise nights for the NWSL and WNBA, running until the arrival of new fall episodes of ION’s entertainment programming. This strategic marketing approach aims to raise awareness of ION’s diverse content offerings and attract a wider audience.
