Beta Research released compelling research Wednesday showing various consumer preferences among cable networks. Most interesting, though, is the clue the data offered as to which networks might succeed most on TV Everywhere platforms.
Why so important? Two reasons. If programmers are able to charge advertisers based on an aggregate rating for viewing across multiple platforms, those networks could prosper. Also, TV Everywhere consumption could help those networks garner higher affiliate fees from operators.
Data comes from an online survey where Beta asked 4,400 cable subscribers in January, which cable networks they “describe” as offering programming they “like to watch” on a smartphone, iPad or computer.
Tied at the top with 34% are Disney Junior (which doesn’t take traditional ads, just sponsorship), Disney XD and Sprout. Clearly – and maybe to parents’ dismay – kids like those screens. The Disney Channel finished sixth at 32%.
The NFL Network was fourth at 33%, followed by the Cooking Channel at 32%. The DIY Network and ESPN, which has invested heavily in its WatchESPN app, followed at 31%.
Cartoon Network/Adult Swim, ESPN2 – whose programming is available via WatchESPN – and Nick Jr. rounded out the top 10 with each tied at 30%.
Among broadcast networks, the average was 30%. Does that mean more specialized programming does better on smaller screens?