Study: Several Cable Nets Are ‘Family-Oriented’


If family-friendly fare is of concern to you and yours, then cable’s the place.

When it comes to the characterization “family-oriented,” a host of cable networks earned the distinction “very much” among cable subscribers in Beta Research Corp.’s “Brand Identity Study.”

Some 86% of survey respondents called Disney Channel family-oriented, followed by Cartoon Network (79%), Animal Planet (78%), Nickelodeon (75%) and Discovery Channel (72%).

TV Land (72%), The History Channel (66%), ABC Family (65%), The Learning Channel (63%), Home & Garden Television (62%), Food Network (61%) and AMC (55%) all also received that designation from a majority of cable subscribers.

Moreover, each of these cable networks topped broadcasters in that regard: ABC (47%), NBC (45%), CBS and Fox (42% apiece).

The study also examined viewers’ perceptions on advertising clutter. In this category, History ranked highest among respondents, as 42% cited the service as being less cluttered with spots relative to other channels. Discovery placed second with 41% of responses, while The Weather Channel (38%), Animal Planet (37%) and TLC (36%) were third, fourth and fifth, respectively.

On the broadcast side, Fox was the least cluttered of the “Big Four” networks in the minds of survey respondents (22%), finishing ahead of NBC (21%) and CBS and ABC (both with 20%).

The Syosset, N.Y.-based research firm also questioned cable watchers about their views on video services relative to being valuable (TWC was first at 73%), entertaining (Disney and Cartoon at 83%), bold and trying new things (Discovery at 60%) and high-quality (Discovery and History at 80%).

In gathering survey results, Beta conducted telephone interviews in January with a random national sample of 600 cable subscribers. The study measured 41 networks with more than 55 million subscribers, as well as the four major broadcast networks.