• by David Goetzl  @dgoetzl, July 26, 2012

CBS has taken a top brand ranking among broadcast networks, according to a new poll. Perhaps helped by “Downton Abbey,” PBS topped ABC and NBC to finish second for “brand of the year.”
 
The annual Harris Poll EquiTrend data tracking brand health found PBS had a higher “quality score,” but viewers were “more likely” to watch CBS, ABC and NBC.
 
In a category tabbed “variety TV,” A&E returned to the lead in 2012 for the first time since 2009, when USA overtook it and has held it ever since. USA fell to fourth place behind AMC and FX.
 
A&E’s ascension was propelled by “strong viewing intention.” FX and Syfy had higher “recommendation” scores than the year before.
 
The Harris Poll EquiTrend research, which covers multiple industries, was conducted online from Jan. 31-Feb. 20, analyzing responses from nearly 40,000 consumers. Some factors in determining brand health include public awareness level and “how positively” people think about a brand.
 
In the “topical interest” programming rankings, History passed Discovery to take the lead, dethroning the first-place network for the first time since 2005.
 
In the pay cable TV category, HBO continuing its long-time streak in the top spot, as Showtime returned to second with a bump in “familiarity,” passing Starz.

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