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/Organizations Percent Rating 4/5 on 5-Point Scale
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 65%
Broadcast Networks
ABC 68%
CBS 66%
NBC 59%
FOX 58%


EVALUATION OF UPFRONT/FORMAL PRESENTATIONS
Top-Ranked Basic Networks Percent Rating 4/5 on 5-Point Scale
Discovery Channel 82%
Scripps Networks 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.



Beta Research
Syosset, New York

Contact:
Jason Gorelkin
Chief Operating Officer

P: 516.935.3800 Ext.248
F: 516.935.4092

jgorelkin@betaresearch.com