• by Wayne Friedman , March 16, 2011

Roughly 30% of ad executives expected advertisers to increase budgets on many top cable networks over the next 12 months.

This number is up from 21% the previous year, according to Syosset, NY-based media research firm Beta Research.

ESPN looks to earn the greatest benefit, where 54% of advertising/ media executives say they will increase budgets this year. Many other top viewing networks are close behind ESPN: Food Network (49%), HGTV (48%), USA Network (48%); Bravo (46%); Discovery Channel (46%); TBS (46%); TNT (44%), Comedy Central (40%); and History (37%).

In terms of working with networks to secure the multiplatform advertising/marketing deals, the top-ranked networks are ESPN/ABC Sports, 66%; Discovery Channel, 63%; Scripps Networks, 56%; The Weather Channel, 56%; and MTV, 55%.

When it comes to the broadcast networks, Beta says overall high marks go to Fox, 58%; ABC, 55%; NBC, 50%; and CBS, 46%.

Networks deemed a "desirable programming environment on which to advertise" saw Discovery Channel get 80% of the votes among advertising/media executives, as did Food Network. ESPN scored a 78% number; HGTV, 75%; TBS, 65%; and ABC Family, 64%. Among the broadcast networks, ABC tallied 68%; CBS 66%; NBC, 59%; and Fox 58%.

The study was done between July and October 2010 among 225 advertising media executives -- 152 from ad agencies and 73 from advertisers. The research measured 44 basic cable networks and the four major broadcast networks.