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November 2,
2005
FOR
IMMEDIATE RELEASE
BETA RESEARCH CORPORATION
SYOSSET, NEW YORK
Contact:
Jason Gorelkin, CEO, Beta Research Corporation
Phone: (516) 935-3800, ext. 248
Fax: (516) 935-4092
E-mail: jason@nybeta.com
  
Beta Research Brand Identity Study - Comparison of Results Between On Line and Phone Methodologies
New York, November 2, 2005:
Syosset, NY -- Novemebr 2, 2005: The Beta Research Cable Subscriber Study-Brand Identity of Basic Cable/Broadcast Networks is an annual major cable industry syndicated study that is subscribed to by over 35 cable networks. This study measures brand perceptions and image of basic cable and broadcast networks. Viewers of a network are asked whether specific brand attributes very much describes, somewhat describes or does not describe the network. Examples of measured attributes include “entertaining”, “informative”, “bold/tries new things”, “distinctive”, “family-oriented”, “valuable” and many more. A total of 13 brand attributes are measured.
Prior to 2005, the study was conducted by telephone among a national sample of 600 cable subscribers. In January 2005. the Beta Brand Identity Study was conducted, for the first time, online among a national sample of 2013 cable subscribers using Survey Sampling’s Survey Spot Online Panel
Results show that network rankings in the 2005 online study were very similar to rankings in the 2004 phone survey.
– For 11 of 13 brand attributes, among the top ten major cable networks in the 2004 phone survey, eight or more were in the top ten in the 2005 online test.
– For 12 of 13 attributes, among the top ten in the 2004 phone survey, seven or more were in the top ten in the 2005 online test.
– For 5 of 13 attributes, among the top ten in the 2004 phone survey, nine were in the top ten in the 2005 online study.
– For 9 of 13 attributes, among the top five major cable networks in the 2004 phone survey, four were in the top five in the 2005 online study.
These results indicate that the online survey methodology did not seem to significantly impact rankings of networks in terms of brand perceptions and image. One reason for the similarities in rankings could be that the study measures perceptions and opinions of television networks. It is possible that the use of an online methodology could have a greater impact on studies measuring behavior (e.g., viewing, voting, product purchasing), rather than studies measuring opinions and brand image.
Attached are network rankings online vs. telephone for two of the measured brand attributes
TOP-RANKED MAJOR CABLE NETWORKS PERCENT VERY MUCH DESCRIBED AS
2005 Online |
|
2004 Phone |
Comedy Central
|
|
79%
|
|
Cartoon Network
|
|
83%
|
Disney Channel |
79% |
Disney Channel |
83% |
Discovery Channel |
78% |
Comedy Central |
79% |
Animal Planet |
74% |
Discovery Channel |
79% |
CMT, Country Music Television |
72% |
Animal Planet |
77% |
Food Network |
72% |
The History Channel |
77% |
Nickelodeon/Nick At Nite |
72% |
TLC, The Learning Channel |
76% |
Sci-Fi Channel |
72% |
CMT, Country Music Television |
74% |
TV Land |
72% |
Food Network |
74% |
Cartoon Network |
71% |
HGTV, Home & Garden TV |
73% |
The History Channel
|
71%
|
|
|
|
|
|
|
Of top ten in 2004 phone survey, eight were in top ten in 2005 online survey.
Of top five in 2004 phone survey, four were in top five of 2005 online survey.
TOP-RANKED MAJOR CABLE NETWORKS PERCENT VERY MUCH DESCRIBED AS
2005 Online |
|
2004 Phone |
Discovery Channel
|
|
74%
|
|
Discovery Channel
|
|
80%
|
The History Channel |
73% |
The History Channel |
80% |
Food Network |
63% |
Disney Channel |
79% |
Animal Planet |
61% |
Animal Planet |
75% |
Disney Channel |
60% |
The Weather Channel |
74% |
HGTV, Home & Garden TV |
57% |
TLC, The Learning Channel |
73% |
TLC, The Learning Channel |
57% |
HGTV, Home & Garden TV |
70% |
The Weather Channel |
56% |
Food Network |
69% |
A&E |
54% |
The Travel Channel |
66% |
CNN, Cable Network News |
50% |
CNN, Cable Network News |
62% |
|
|
ESPN |
62% |
|
|
|
|
Of top ten in 2004 phone survey, nine were in top ten in 2005 online survey.
Of top five in 2004 phone survey, four were in top five of 2005 online survey.
Call Andy Klein at 516.935.3800 or email andy@nybeta.com to find out more information as to how Beta Research’s Brand Identity or other cable television studies can benefit your organization.
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