Comedy Central Is Most Entertaining Cable Network: Beta Study
Brand Identity Report Finds History Most Distinctive, Weather Most Valuable
Staff Staff -- Multichannel News, 4/29/2009 9:00:03 AM
When it comes to the most entertaining cable network, the winner is...Comedy Central.
At least that's how the most respondents in the "2009 Beta Research Brand Identity Study" felt.
The 2009 Beta Brand Study was conducted online among a national sample of 4,491 cable subscribers using Survey Sampling's Survey Spot Online Panel. The study measured 58 networks with 50 million or more subscribers.
Comedy Central was the choice of 78% respondents, compared with 74% for Discovery Channel, 73% for Disney Channel, National Geographic Channel and Investigation Discovery. Rounding out the top 10: Animal Planet, Food Network and Nickelodeon, 72% apiece; and GSN, Speed, both with 70%. The average for the broadcast networks in this designation was 58%, according to the Beta study.
Among the networks deemed the most distinctive by the Beta Brand Identity Study, History, with 68% of the respondents' tallies, edged Discovery Channel's 67%. Animal Planet (66%), Nat Geo (64%) and Food (62%) rounded out the top five. The broadcast's network average was 34%.
In the Beta study's valuable category, The Weather Channel set the pace with 67%, just ahead of History at 66%. Discovery and Nat Geo were tied for third, with 61%, while HGTV ranked fifth with 60%. Conversely, the average broadcast network notched 36% of the vote.
In the category most important to Madison Avenue and advertising sales executives, Food Network, at 27%, was at the top of the respondents' network menu "as being more likely to buy products advertised on" that service.
Sister service HGTV was tied with Speed at 22%. Investigation Discovery (20%) was fourth, followed by Discovery Health Channel, G4, Science Channel and Toon Disney, all at 17%. ESPN and Nat Geo were next, both with 16%. All were above the average broadcast network total of 11%.
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