More Buyers Plan To Step Up Cable Spending: Beta Survey

In another sign of how strong the advertising market, more media buyers are saying they plan to increase spending on cable networks in 2011 than a year ago.
In a new survey of 225 ad agency and client executives conducted by Beta Research, 30% said they planned to increase spending on cable networks, compared to 21% a year ago.
More than half of the ad execs-- 54% --said they planned to increase spending on ESPN. The other networks named most by buyers as ones on which they planned to spend more money were Food Network, HGTV, USA Network, Bravo, Discovery Channel, TBS, TNT Comedy Central and History.
Beta's survey also ranked network ad sales organizations on the quality of their programming and the way they service clients.
In terms of providing creative or innovative multiplatform opportunities, ESPN/ABC Sports took the top marks from media buyers and advertisers. ESPN was followed by Discovery Networks, Fox, Scripps Networks, The Weather Channel ABC and MTV.
Buyers said Discovery and Food Network had the most desirable programming environments in which to advertise. Also on top of that list were ESPN, HGTV, ABC, CBS TBS and ABC Family.
The highest-ranked upfront presentation was from Discovery Networks. Buyers also liked the presentations by Scripps, Fox, Comedy Central, Cartoon Network/Adult Swim and Turner Entertainment.
The survey was conducted via telephone interviews conducted July-October, 2010 and measured 44 basic-cable networks and the four major broadcast networks.

Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.