Beta Research Tracks Which Networks Media Buyers Are Likely to Spend on in 2008
By Linda Haugsted -- Multichannel News, 1/9/2008 8:33:00 AM
Ad agencies and advertisers are most likely to increase ad spending on ESPN, TNT and TBS in 2008, according to a survey from Beta Research.
The survey of 150 ad agency executives and 75 advertisers revealed that 43% of them would spend more on the sports network and 39% intend to increase spending on each of the Turner networks.
Rounding out the top ad spending destinations are Discovery Channel (38%), USA Network (37%), Comedy Central, ESPN2 and HGTV (each with 33%) and Food Network (31%).
ESPN was also highly ranked among potential advertisers looking for online advertising opportunities, with 75% of those polled giving ESPN a 4 or 5 ranking on a 5-point scale for its Web availabilities.
Other top networks in this category were The Weather Channel (69%, scoring it on par with ABC Network, the highest-scoring broadcaster), MTV (67%), Food Network (66%) and Discovery Channel (59%).
The lowest scoring cable network in this category, VH1 (53%), still scored higher than the Web opportunities offered by broadcasters CBS and Fox. The latter two each got scores of 43%.
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