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Everybody knows exactly who the target audience is for most cable channels. ESPN, Lifetime, MTV have well-defined audience goals. But just who is CBS targeting? Or ABC? Or NBC? That will continue to be a problem for these general-entertainment networks, one that was highlighted in the most recent figures from Beta Reseach’s Ad Executive Study, which showed 13 basic cable networks ranking higher than any of the broadcast nets in terms brand image. ESPN, MTV, Lifetime, Discovery and Nickelodeon topped this list.
Similarly, cable networks are considered to have more appealing audience demos than broadcast nets, with Lifetime, ESPN, Discovery, HGTV, E!, Food Network and MTV leading the charge.
Other areas in Beta’s study in which cable networks outshined their broadcast counterparts: marketing and promotion opportunities (led by MTV, Comedy Central, Discovery and ESPN); original programming and series (TLC, Discovery, MTV and Food Network); upfront presentations (MTV, Discovery and Scripps); and “desirable programming environments” for advertisers (ESPN, Discovery, Lifetime and A&E).
Most importantly, more than 30% of ad executives plan to increase the amount of ad dollars they spend on ESPN, Discovery, TLC, HGTV, TBS, TNT, VH1, Food Net and E!
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Methodology
Telephone interviews were completed in September and October 2003 with 300 advertising media professionals including media buyers, planners, directors, supervisors and agency managers. All respondents were screened and selected based on their involvement in the decision to place advertising on cable television networks. The study measured 50 basic cable networks and the four major broadcast networks.
For questions relating to upfront presentations and affiliate reps, the study measured 31 cable network organizations and the four major broadcast networks.
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