For Immediate Release

November 2, 2005

Beta Research Brand Identity Study-Comparison Of Resluts Between Online and Phone Methodologies

Syosset, NY - November 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
Comedy Central79%
Disney Channel 79%
Discovery Channel78%
Animal Planet 74%
CMT, Country Music Television 72%
Food Network 72%
Nickelodeon/Nick At Nite 72%
Sci-Fi Channel 71%
TV Land71%
Cartoon Network 79%
History Channel79%
2004 Phone
Comedy Central79%
Disney Channel 79%
Discovery Channel78%
Animal Planet 74%
CMT, Country Music Television 72%
Food Network 72%
Nickelodeon/Nick At Nite 72%
Sci-Fi Channel 71%
TV Land71%
Cartoon Network 79%
History Channel79%



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
Discovery Channel74%
The History Channel73%
Food Network 63%
Animal Planet 61%
Disney Channel 60%
HGTV, Home & Garden TV 57%
TLC, The Learning Channel 57%
The Weather Channel 56%
A&&E54%
CNN, Cable Network News50%
2004 Phone
Discovery Channel80%
History Channel79%
Disney Channel79%
Animal Planet 75%
The Weather Channel75%
TLC, The Learning Channel 73%
HGTV, Home & Garden TV70%
Food Network 69%
The Travel Channel66%
CNN, Cable Network News 62%
ESPN62%


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 aklein@betaresearch.com to find out more information as to how Beta Research's Brand Identity or other cable television studies can benefit your organization.



Beta Research
Syosset, New York

Contact:
Jason Gorelkin
Chief Operating Officer

P: 516.935.3800 Ext.248
F: 516.935.4092

jgorelkin@betaresearch.com