Buyers Like Discovery, ESPN

Jan 14, 2009  •  Post A Comment

In a new Beta Research survey of media buyers and advertisers, Discovery Channel topped the lists of networks they expected to spend more money in the next 12 months.
Discovery was named by 45% of those surveyed by Beta Research, followed by ESPN with 44% and TBS with 40%.
The survey was conducted from August to October 2008, before full impact of the economic downturn was felt. Beta spoke to 150 buyers from ad agencies and 75 executives from marketers. They were selected based upon their level of involvement in decisions about placing advertising on cable networks.
The buyers and marketers ranked ESPN/ABC Sports highest on providing creative and innovative multiplatform opportunities. ESPN was named by 73% of those surveyed, followed by 61% for Discovery Networks and 59% for MTV.
The top-ranked broadcast network in this category was NBC at 58%.
ESPN also was ranked highest for coming up with strategies for retaining viewers during commercial breaks. ESPN was named by 50% of the ad buyers and clients questioned. Fox and Turner Entertainment followed at 49%.
Discovery finished first in terms of providing a desirable programming environment, finishing with high marks from 82% of those surveyed. ESPN was second at 80% and ABC was third at 78%.

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