In a creative town like Hollywood it's no surprise that a cable channel like Syfy would try to promote the merits of its audience to potential advertisers and media buyers.
It seems the home of shows like Warehouse 13, Defiance, Ghost Hunters and Face Off (to name but a few) has viewers, aka 'Igniters', who are super influential consumers and savvy social media users.
Syfy TV show billboards.
UPDATED: Syfy continues to use outdoor advertising to engage potential advertisers with its Igniters initiative.
UPDATED: And here's a third new 'happy hour' creative snapped along San Vicente Boulevard on April 28, 2014.