January 25, 2023
Discovery, History Network Top Consumer Favorites
- by Wayne Friedman , April 26, 2011
The TV networks named by consumers as their most favorite may not be the ones they actually watch, according to TV measurement companies.
A new study from Syosset, NY-based Beta Research reveals that consumers' top 10 "favorite" channels are: Discovery Channel (57% of the respondents); History (55%); Food Network (54%); Investigation Discovery (52%); HGTV (51%); National Geographic (51%); History International (50%); Cooking Channel (47%); DIY Network (47%); and Science (47%).
Nowhere in this top group are top-Nielsen-rated cable networks: USA Network, TNT, ESPN, TBS, or Fox News, and no broadcast networks made the list.
Beta also asked viewers about the increased likelihood of buying products advertised on a particular network. Here, Cooking Channel, DIY Network, and HGTV each grabbed a 31% number. Boy-targeted channelDisney XD had 31%; Food Network, 29%; ESPNU, GAC, and Planet Green were at 25%; ESPN2, ESPNEWS, MTV, and Science were at 24%.
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The study was conducted online in January 2011 among a national sample of 5,959 cable subscribers. Respondents were asked whether specific brand attributes described specific networks.
Percentage numbers are based on viewers age 18+ for each measured network. Beta says the study measured basic cable networks with over 50 million total subscribers and the four major broadcast networks. A total of 59 networks were evaluated.
No surprise. Surveys also report more liking than watching for PBS, too, over-reporting audience loyalty. Some channels have a halo effect whereby survey respondents prefer to think they like that channel when in fact they watcher lower-status channels. Some shows are guilty pleasures and only get reported by meter devices rather than diaries and popularity surveys.