Beta Research Corp. polled 150 advertising-media professionals about cable networks and released the results Wednesday.
The executives included media buyers, planners, directors, supervisors and agency managers who are involved in decisions to place advertising on cable networks.
Among Beta’s findings:
• Cable and broadcast networks receiving ratings of four or five on a five-point scale with regard to brand image: ESPN (89%); NBC and Discovery Channel (79%); Food Network and The Learning Channel (76%); The History Channel (74%); Cable News Network and MTV: Music Television (73%); CBS (67%); ABC (55%); and Fox (52%). The top midsized cable network was National Geographic Channel (59%).
• When asked which networks have appealing audience demos, the results were: ESPN (76%); NBC (71%); Discovery (68%); Home & Garden Television and MTV (67%); TLC (66%); Comedy Central and Food (65%); Bravo (64%); CBS (58%); ABC (55%); and Fox (47%). The Golf Channel was the top midsized cable service (45%).
• Approval of networks’ upfront presentations was as follows: CBS (77%); Scripps Networks (76%); Comedy and MTV Networks (74%); Discovery Networks U.S. (73%); Fox (72%); NBC (70%); Nickelodeon (69%); A&E Television Networks (68%); and ABC (62%). NGC again took the midsized crown (57%).
• Finally, when asked which networks they would increase spending on, the winners were: ESPN (48%); HGTV (43%); Turner Network Television (39%); ESPN2, Food, TBS and TLC (36%); Comedy and VH1 (35%); and Bravo, Discovery and MTV (34%). The midsized winners were: Oxygen (26%); and Hallmark Channel and WE: Women’s Entertainment (22%).