Study Ranks Cable Nets’ Ability to Motivate Purchases

Apr 29, 2008  •  Post A Comment

With the upfronts just around the corner, ad buyers might want to know which networks inspire their viewers to go out and buy the products advertised on that channel.
Topping the list are two Scripps-owned networks, Food Network and HGTV, according to the latest Beta Research Brand Identity Study.
Beta surveyed 4,902 cable subscribers, and 23% said they were more likely to buy products advertised on HGTV and Food Network. They were followed by Speed at 19%, G4 at 17% and Discovery Health Channel (which becomes the Oprah Winfrey Network next year) at 14%.
The average broadcast network got only a 9% response.
Also in the Beta study, 56% of the respondents called Discovery Channel “one of my favorite channels,” followed by Food Network, HGTV and History.
National Geographic, Discovery, ESPN and ESPN2 were the channels viewers most wanted to see in high-definition. Comedy Central and Discovery Channel ranked as the most entertaining channels.


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