FOR IMMEDIATE RELEASE
March 15, 2011
2010 BETA RESEARCH AD EXECUTIVE STUDY
EVALUATION OF BASIC CABLE/BROADCAST NETWORKS
PERCENT PLANNING TO INCREASE AD SPENDING ON NETWORK
IN NEXT 12 MONTHS
|
Top-Ranked Basic Networks |
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ESPN |
54% |
Food Network |
49% |
HGTV |
48% |
USA Network |
48% |
Bravo |
46% |
Discovery Channel |
46% |
TBS |
46% |
TNT |
44% |
Comedy Central |
40% |
History |
37% |
The percent planning to increase ad spending on the average basic cable network increased from 21% in 2009 to 30% in 2010.
EVALUATION ON PROVIDING CREATIVE/INNOVATIVE MUTLI-PLATFORM OPPORTUNITIES |
Top-Ranked Basic Networks/Organizations |
Percent Rating
4/5 on
5-Point Scale |
ESPN/ABC Sports |
66% |
Discovery Channel |
63% |
Scripps Networks |
56% |
The Weather Channel |
56% |
MTV |
55% |
Top-Ranked Basic Networks/Organizations
|
|
Fox |
58% |
ABC |
55% |
NBC |
50% |
CBS |
46% |
EVALUATION ON OFFERING A DESIRABLE PROGRAMMING ENVIRONMENT ON WHICH TO ADVERTISE |
Top-Ranked Basic Networks |
Percent Rating
4/5 on
5-Point Scale |
Discovery Channel |
80% |
Food Network |
80% |
ESPN |
78% |
HGTV |
75% |
TBS |
65% |
ABC Family |
64% |
Broadcast Networks
|
|
ABC |
68% |
CBS |
66% |
NBC |
59% |
Fox |
58% |
EVALUATION OF UPFRONT/FORMAL PRESENTATIONS |
Top-Ranked Basic Networks/Organizations |
Percent Rating
4/5 on
5-Point Scale |
Discovery Channel |
82% |
Scripps Network |
80% |
Comedy Central |
74% |
Cartoon Network/Adult Swim |
71% |
Turner Entertainment |
71% |
Broadcast Networks
|
|
Fox |
79% |
ABC |
69% |
CBS |
63% |
NBC |
60% |
Methodology
Telephone interviews were completed July—October 2010 with 225 advertising media professionals: 152 from ad agencies and 73 from advertisers. All respondents were screened and selected based on their involvement in the decision to place advertising on cable television networks.
The study measured 44 basic cable networks and the four major broadcast networks.
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Beta Research Corp.
Syosset, New York
Contact:
Andy Klein
President, Cable TV Division
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