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Ad Executives: Evaluation of Basic Cable/Broadcast Networks
Methodology
– A telephone survey will be conducted in September with 225 ad executives.
– Interviews will be with media buyers, planners, media directors, media supervisors,
agency managers, and targeted client executives.
– Sample source will consist of Beta Research’s internal database of advertisers and
client submission of agency and advertiser’s contacts.
– Respondents will be given a $50 premium for completing the interview.
– All respondents are screened and selected based on their involvement in the decision to place advertising on cable TV networks.
Question Areas
The questionnaire will consist of:
- Whether respondent personally met with sales rep within past year.
- Overall rating of sales rep on 5-point scale on accessibility and competence.
- Whether advertised on network within past 12 months.
- Whether plan to increase amount of advertising on network in comparison
to past 12 months.
- Whether received upfront presentation by network. If so, rating of upfront
presentation on 5-point scale.
- Rating of sales organizations on a 5-point scale (5 = high, 1 = low) on the following:
– Original research provided to ad executives
– Knowledge and expertise of its online sales force
– Providing creative/innovative multi-platform opportunities
– Providing strategies to retain audience during commercial breaks
– Strength of their planning, traffic and stewardship functions
- Rating of each network on a 5-point scale (5 = high, 1 = low) on the following:
– Having appealing audience demos
– Amount of original programming and series
– Providing creative marketing and promotion opportunities
– Desirable programming environment
- Respondent title and location of office.
- Products/services respondent is responsible for.
- Primary demographic targets of respondent.
- Permission of respondent to release name of agency/company to networks they’re interested in increasing advertising on.
The study measures over 45 basic cable networks and the 4 major broadcast networks.
Sales Leads
Beta would supply names of agencies/companies who said they would be likely to increase amount of advertising on your network(s). Only respondents who give Beta permission would be listed.
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Association Member
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© 2010 All Rights Reserved. Beta Research Corporation. |
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