Scripps taps NBCU sales veteran to lead small and medium business growth and direct response advertising

Rhea-AI Summary

The E.W. Scripps Company (NASDAQ: SSP) has appointed Jen Carfley as head of small and medium business (SMB) growth and direct response advertising, effective immediately. This is a newly created role overseeing an enterprise-wide strategy to connect growth-focused advertisers with Scripps’ premium video inventory and performance-driven TV advertising across local, national, linear and connected TV platforms.

Beginning next year, Carfley will lead direct response advertising for Scripps’ ION and Bounce networks, while Marathon Ventures will continue handling Grit, ION Mystery, ION Plus and Laff. Based in New York, she reports to chief revenue officer Brian Norris and brings more than 15 years of media and advertising sales experience at NBCUniversal, Sling TV, Dish Media Sales, Defy Media and BBC America/BBC World News.

Market Context

The platform recorded CURI down 7.971014827489853% and MDIA down 5.504587292671204%, while SSP's sho...

Analysis

The platform recorded CURI down 7.971014827489853% and MDIA down 5.504587292671204%, while SSP's short positioning was categorized as low. The appointment supplied no quantified financial outcome; advertiser uptake remains the key watchpoint.

Key Figures

Media sales experience: More than 15 years

1 metrics

Media sales experience More than 15 years Jen Carfley’s career background

Historical Context

5 past events · Latest: Aug 14 (Positive)

Pattern 5 events

Date	Event	Sentiment	24h Move	Catalyst
Aug 14	Industry award	Positive	+3.3%	KRTV received 2026 National Edward R. Murrow Award for Excellence in Innovation.
Aug 06	Q2 earnings	Negative	+12.5%	Q2 revenue fell and impairment drove a $1.17 billion net loss.
Jul 22	Leadership change	Positive	-2.8%	Enterprise television and broadcast operations were unified under newly promoted Dean Littleton.
Jul 15	Earnings scheduling	Neutral	+10.0%	Company scheduled Q2 operating-results release for Aug. 6 after market close.
Jul 13	Distribution agreement	Positive	-1.7%	DIRECTV renewal restored service after a five-week blackout across more than 40 markets.

24h Move is the share-price change in the day after each event; other market factors may also have contributed.

Pattern Detected

Reactions were mixed: SSP rose 12.54% after negative Q2 results but declined 1.66% after the DIRECTV renewal.

Key Terms

direct response advertising, connected tv

2 terms

direct response advertising financial

"head of small and medium business growth (SMB) and direct response advertising"

Advertising designed to provoke an immediate, measurable response from a specific audience — for example clicking a link, making a purchase, or signing up — rather than just raising general awareness. It matters to investors because it produces direct, trackable results and clearer metrics for customer acquisition cost, return on ad spend, and revenue growth, so it helps assess how efficiently marketing translates into sales like a visible on/off switch.

connected tv technical

"linear and connected TV platforms"

A connected TV is a television that can access the internet and run online apps, streaming services, and digital content directly on the screen, much like a giant tablet or computer. For investors, it matters because it represents a shift in how people consume media, opening new opportunities for advertising, content creation, and revenue growth in the entertainment industry.

AI-generated analysis. How Rhea-AI works. Not financial advice.

See more from StockTitan in Google Search and AI answers. Adds StockTitan as a preferred source · opens Google

Add on Google Not now

NEW YORK, Aug. 27, 2026 (GLOBE NEWSWIRE) -- The E.W. Scripps Company (NASDAQ: SSP) has appointed Jen Carfley, a seasoned media sales leader, as head of small and medium business growth (SMB) and direct response advertising, effective immediately.

In this newly created role, Carfley will lead the company’s enterprise-wide strategy to connect growth-focused advertisers with Scripps’ premium video inventory – including sports, news and entertainment – and performance-driven television advertising solutions across its local, national, linear and connected TV platforms. As part of that work, beginning next year, Carfley will lead direct response advertising for Scripps’ ION and Bounce networks, while Scripps’ longtime partner Marathon Ventures will continue overseeing those efforts for Grit, ION Mystery, ION Plus and Laff.

Carfley brings more than 15 years of media and advertising sales experience across linear, digital and streaming platforms. She most recently served as vice president of the SMB growth team within NBCUniversal’s advertising and partnerships division. Before joining NBCUniversal, Carfley held sales and direct response leadership roles at Sling TV and Dish Media Sales, Defy Media – a content creation company – and BBC America and BBC World News. At BBC America and BBC World News, she founded and led the performance media division within the ad sales team.

Based in New York, Carfley reports to Brian Norris, Scripps’ chief revenue officer.

“Jen brings the strategic vision, growth mindset and proven execution we need to accelerate growth across SMB and performance advertising,” said Norris. “Her experience across linear and connected TV will help us make Scripps’ premium video inventory easier to access and easier to buy, including creating simpler pathways for performance brands to participate in premium live sports. She will help us create stronger connections between advertisers and engaged audiences while giving small and medium-sized businesses, mid-market advertisers and performance marketers more flexible, measurable ways to grow their businesses.”

Carfley earned her Bachelor of Science in sports management and marketing from Juniata College in Huntingdon, Pennsylvania.

Media contact: Becca McCarter, The E.W. Scripps Company, (513) 410-2425, rebecca.mccarter@scripps.com

About Scripps
The E.W. Scripps Company (NASDAQ: SSP) is a diversified media company focused on creating connection. As one of the nation’s largest local TV broadcasters, Scripps serves communities with quality, objective local journalism and operates a portfolio of about 60 stations in 40 markets. Scripps reaches households across the U.S. with national news outlet Scripps News and popular entertainment brands ION, Bounce, Grit, ION Mystery, ION Plus and Laff. Scripps is the nation’s largest holder of broadcast spectrum. Scripps Sports serves professional and college sports leagues, conferences and teams with local market depth and national broadcast reach of up to 100% of TV households. Founded in 1878, Scripps is the steward of the Scripps National Spelling Bee, and its longtime motto is: “Give light and the people will find their own way.” 

Scripps in the news                 Scripps press releases

A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/e880467b-04d9-405f-96bb-7cc4731a9d86

FAQ

Who is Jen Carfley and what role did Scripps (NASDAQ: SSP) assign her in August 2026?

Jen Carfley was appointed head of SMB growth and direct response advertising at Scripps. According to Scripps, she will lead an enterprise-wide strategy connecting growth-focused advertisers with its premium video inventory and performance-driven TV advertising across local, national, linear and connected TV platforms.

What are Jen Carfley’s main responsibilities in her new Scripps (SSP) role?

Carfley is responsible for leading SMB growth and direct response advertising across Scripps’ video platforms. According to Scripps, she will oversee strategies linking growth-focused advertisers to sports, news and entertainment inventory, and guide performance-driven advertising solutions across local, national, linear and connected TV.

How will direct response advertising be organized across Scripps networks like ION and Bounce?

Beginning next year, Carfley will lead direct response advertising for Scripps’ ION and Bounce networks. According to Scripps, longtime partner Marathon Ventures will continue overseeing direct response efforts for Grit, ION Mystery, ION Plus and Laff, maintaining a split responsibility structure across these networks.

What experience does Jen Carfley bring to Scripps’ SMB and performance advertising strategy?

Carfley brings more than 15 years of media and advertising sales experience across linear, digital and streaming. According to Scripps, she previously held leadership roles at NBCUniversal, Sling TV, Dish Media Sales, Defy Media and BBC America/BBC World News, where she founded a performance media division.

To whom does Jen Carfley report in her new position at Scripps (SSP)?

Carfley reports to Brian Norris, Scripps’ chief revenue officer. According to Scripps, Norris highlighted her strategic vision and experience across linear and connected TV as key to making the company’s premium video inventory easier to access and buy for SMB and performance advertisers.

How does Scripps describe the goal of its SMB growth and direct response advertising initiative?

Scripps aims to better connect advertisers with engaged audiences through flexible, measurable advertising solutions. According to Scripps, Carfley’s role focuses on giving SMBs, mid-market advertisers and performance marketers more accessible ways to use premium video, including live sports, to grow their businesses.