Ad Executives: Evaluation of Basic Cable/Broadcast Networks
Methodology
– A telephone survey will be conducted in September with 225 ad executives.
– Interviews will be with media buyers, planners, media directors, media supervisors,
agency managers, and targeted client executives.
– Sample source will consist of Beta Research’s internal database of advertisers and
client submission of agency and advertiser’s contacts.
– Respondents will be given a $50 premium for completing the interview.
– All respondents are screened and selected based on their involvement in the decision to place advertising on cable TV networks.
Question Areas
The questionnaire will consist of:
Whether respondent personally met with sales rep within past year.
Overall rating of sales rep on 5-point scale on accessibility and competence.
Whether advertised on network within past 12 months.
Whether plan to increase amount of advertising on network in comparison
to past 12 months.
Whether received upfront presentation by network. If so, rating of upfront
presentation on 5-point scale.
Rating of sales organizations on a 5-point scale (5 = high, 1 = low) on the following: – Original research provided to ad executives
– Knowledge and expertise of its online sales force
– Providing creative/innovative multi-platform opportunities
– Providing strategies to retain audience during commercial breaks
– Strength of their planning, traffic and stewardship functions
Rating of each network on a 5-point scale (5 = high, 1 = low) on the following:
– Having appealing audience demos
– Amount of original programming and series
– Providing creative marketing and promotion opportunities
– Desirable programming environment
Respondent title and location of office.
Products/services respondent is responsible for.
Primary demographic targets of respondent.
Permission of respondent to release name of agency/company to networks they’re interested in increasing advertising on.
The study measures over 45 basic cable networks and the 4 major broadcast networks.
Sales Leads
Beta would supply names of agencies/companies who said they would be likely to increase amount of advertising on your network(s). Only respondents who give Beta permission would be listed.
Industry Recognition
Association Member
Beta Research Corporation | 6400 Jericho Turnpike | Syosset, New York 11791 | P: 516.935.3800 F: 516.935.4092
