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Beta Releases ‘Brand Identity Study’

Beta Research Corp. released the results of its “2006 Beta Research Brand Identity Study” Wednesday.

The study was conducted from a national sample of 3.035 cable subscribers.

Among Beta’s findings:

• When asked which networks viewers would describe as “very much” entertaining, Comedy Central and Disney Channel were tops at 76% each, followed by: CMT (73%); Animal Planet, Discovery Channel, Food Network, GSN, National Geographic Channel and Toon Disney (71% apiece); and Nickelodeon/Nick at Nite (69%).

• As far as networks respondents would like to see in HDTV, NGC headed the list at 53%, followed by: ESPN (46%); Discovery (39%); Disney (38%); Travel Channel and Toon Disney (37%); ESPN2, Food and The History Channel (36%); and Animal Planet and Speed Channel (34%).

Respondents paid the most attention to commercials on: Food (26%); Home & Garden Television (23%); NGC (20%); ESPN (19%); and Discovery, OLN, History and Travel (17%).

Finally, in terms of describing the networks as “valuable,” The Weather Channel came in first at 68%, followed by: NGC (67%); History (63%); Food (61%); Discovery (59%); HGTV (58%); and Discovery Health Channel (57%).