Beta: Discovery, ESPN, CNN Tops
By Jim Forkan -- Multichannel News, 1/21/2003 12:04:00 PM
Beta Research Corp. -- which, for the first time, released results from both its "Cable Operator Evaluation Study" and its "Cable Subscriber Study" at the same time Tuesday -- said Discovery Channel, ESPN and Cable News Network were perceived as having the highest value in both reports.
Among the operators, ESPN led with an average perceived value of 88 cents, while Discovery Channel was tops among subscribers at $1.55.
"ESPN has ranked first [among operators] for three years in a row," according to Beta cable-division president Andy Klein.
The rest of the top five in the value rankings by cable systems, Beta said, were ESPN (76 cents), Discovery (67 cents), Disney Channel (62 cents) and CNN (58 cents).
Looking at the top five on the cable-subscriber side, the research firm said Discovery was trailed by CNN ($1.23), The History Channel ($1.21), ESPN ($1.20) and Lifetime Television ($1.13).
Other basic-cable networks that cracked both top tens were (alphabetically) Disney, Lifetime, USA Network and The Weather Channel.
As those dollar breakouts indicated, Beta reported that the subscribers tended to assign higher perceived values to the various channels than did the systems.
Turner Classic Movies led the midsized networks in the operator survey. Its perceived value of 39 cents followed by WGN (37 cents) and Oxygen (36 cents). WE: Women's Entertainment, Hallmark Channel and CMT: Country Music Television were bunched at 34 cents each.
Beta's operator survey was conducted among 150 cable operators (general managers or marketing directors) last September and October, while the subscriber study was done with just over 1,000 cable subscribers last August and September. Both were telephone surveys.
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