ESPN and Discovery Channel will be the beneficiary of the most increased ad spending among cable networks in 2010, according to advertising executives surveyed by Beta Research.
Some 45% of respondents to the "2009 Beta Research Ad Executive Study" said they planned to up their ad spending ante with ESPN over the next 12 months. The survey found that Discovery Channel placed second (40%), followed by Turner networks TNT (37%) and TBS (36%) and Food Network (35%).
Rounding out the top 10: USA Network (34%), ESPN2 (33%), HGTV (32%), Comedy Central (31%) and Bravo (29%).
Asked to weigh in on the best upfront presentations, 77% of respondents gave Discovery Networks a 4/5 on a 5-point scale. Scripps Networks was second (75%), just ahead of Cartoon Network/Adult Swim (74%) and A&E Networks and National Geographic Channel (73% apiece).
Among broadcast networks, ABC had the best upfront presenation, according to 76% of the survey respondents. Fox was second (72%), NBC third (63%) and CBS (61%).
Relative to multiplatform opportunities, ESPN/ABC Sports was tops among ad executives, with 68% giving the unit a 4/5 rating on the 5-point scale. Discovery Networks was second with 64%, followed by Scripps with 59%, Comcast Network Sales with 58% and The Weather Channel with 56%.
On the broadcast side, ABC and NBC were tied at 51%, just ahead of Fox's 50%. CBS trailed at 41%.
The study was based on telephone interviews with 226 media professionals -- 151 from ad agencies and 75% from clients -- from August through October 2009. All respondents were screened and selected based on their involvement in the decision to place advertising on cable television networks, according to Beta.
The study measured 47 basic-cable networks and the four major broadcast networks.