Ad Spend Predicted To Increase For Cable TV

Lackluster spending forecasts might be flooding the overall media economy, but for many individual top U.S. cable networks -- and some broadcast networks -- good news is on the way.

In the next 12 months, Syosset, N.Y.-based media research company Beta Research says many media and marketing executives plan to increase advertising spending on ESPN, Discovery Channel, HGTV, Food Network, History, TBS and TNT. But they are not alone. Among broadcast networks, more money will be heading the way of ABC and CBS.

Other results: Beta Research says top-ranked networks for "a desirable programming environment in which to advertise" include ESPN, Discovery Channel, Food Network, History, ESPN2, ABC Family, USA Network, National Geographic Channel and TNT. ABC, CBS, and Fox received the same high scores for the broadcast networks.

When it comes to multiplatform advertising/marketing activities, Beta says Discovery Networks, ESPN/ABC Sports, Weather Channel, Scripps Networks and MTV are high on the list. Among the broadcasters, ABC and Fox got the most votes here.

When it came to their respective upfront presentations, top media agency and marketing executives gave high marks to Discovery Networks, FX , Scripps Networks, A&E Networks, Bravo, Nickelodeon, AMC Networks and Cartoon Network/Adult Swim. Fox got the best honors for broadcast networks.

Beta says the survey was done from July to October 2011 of 225 advertising media executives -- 150 from advertising agencies and 75 from advertisers.



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