Beta Research ad executive study –
Evaluation of basic cable/BROADCAST networks

Methodology
– A telephone survey would be conducted in September with 150 ad executives.

– Interviews would be with media buyers, planners, media directors, media supervisors, agency managers, and targeted client executives.

– Sample source would consist of Beta Research’s internal database of advertisers and client submission of agency and advertiser’s contacts.

– Respondents would be given a $25 premium for completing the interview.

– All respondents are screened and selected based on their involvement in the decision to place advertising on cable TV networks.

Question Areas
The following is a tentative list of topics for the questionnaire. Clients would be able to make suggested revisions to the following list:

1. Whether respondent personally met with sales rep within past year.

2. Overall rating of sales rep on 5-point scale on accessibility and competence.

3. Whether advertised on network within past 12 months.

4. Whether plan to increase amount of advertising on network in comparison to past 12 months.

5. Whether received upfront presentation by network. If so, rating of upfront presentation on 5-point scale.

6. Rating of network group’s original research provided to ad executives.

7. Rating of each network on a 5-point scale (5 = high, 1 = low) on the following:

– Cost efficiency
– Having appeal audience demos
– Amount of original programming and series
– Providing creative marketing and promotion opportunities
– Brand image of network
– Desirable programming environment

8. Respondent title and location of office.

9. Products/services respondent is responsible for.

10. Primary demographic targets of respondent.

11. Permission of respondent to release name of agency/company to networks they’re interested increasing advertising on.

Networks Measured
A list of networks measured are:

A&E, ABC Family Channel, AMC, Animal Planet, BBC America, Bravo, CNBC, CNN, Cartoon Network, CMT, Comedy Central, Court TV, Discovery Channel, Discovery Health Channel, E!, ESPN, ESPN2, ESPN Classic, ESPNEWS, Food Network, Fox News Channel, FX, Game Show Network, Golf Channel, Hallmark Channel, Headline News, History Channel, HGTV, TLC, Lifetime, Lifetime Movie Network, MSNBC, MTV, National Geographic Channel, Nickelodeon, Outdoor Life, Oxygen, Sci-Fi, Speed Channel, Spike TV, TBS, TNT, Travel Channel, TV Guide Channel, TV Land, USA Network, VH1, WE, Weather Channel, ABC, CBS, Fox and NBC.

Deliverables
Beta Research would supply custom summary report for network(s), summary tables plus a complete set of tabs in Word and Excel. Results would be issued in later/early November.

Sales Leads
Beta would supply names of agencies/companies who said they would be likely to increase amount of advertising on your network(s). Only respondents who give Beta permission would be listed.