• by Wayne Friedman , August 29, 2017

Among all big media companies with TV networks, Scripps Networks Interactive has the highest share of its revenue coming from advertising: 71%.

For Scripps, this share has essentially remained at the same level for the last several years, according to a report from Moody’s Investor Service.

Big media companies have long looked to diversify their revenue resources -- especially in reducing the vagaries of the TV advertising marketplace.

For years, CBS had been one of the biggest pure-play advertising revenue companies for investors. In 2006, CBS’ revenue share coming from advertising was 72%. In 2011, this dropped to 63%. This year, CBS share is projected to be 44%.

CBS now gets 31% of its revenue from content licensing and distribution affiliates, and 25% from affiliate and subscription fees.

Discovery Communications -- which has an agreement to buy Scripps Networks Interactive -- gets 45% of its revenue from advertising. This share is slightly lower than the 49% share it had in 2013 and 2014.

In launching new subscription video-on-demand platforms, many TV-media companies are looking to diversify their revenue with direct-to-consumer fees.

Among other more diversified media companies, Viacom's share of its revenue from advertising is 36% and 21st Century Fox's is 28%, while Time Warner, Comcast and Walt Disney are each estimated to get 15% of their revenue from advertising.