Syosset, NY -- November 2, 2005: The Beta Research Cable Subscriber Study-Brand Identity of Basic Cable/Broadcast Networks is an annual major cable industry syndicated study that is subscribed to by over 35 cable networks. This study measures brand perceptions and image of basic cable and broadcast networks. Viewers of a network are asked whether specific brand attributes very much describes, somewhat describes or does not describe the network. Examples of measured attributes include “entertaining”, “informative”, “bold/tries new things”, “distinctive”, “family-oriented”, “valuable” and many more. A total of 13 brand attributes are measured.

Prior to 2005, the study was conducted by telephone among a national sample of 600 cable subscribers. In January 2005. the Beta Brand  Identity Study was conducted, for the first time,  online among a national sample of 2013 cable subscribers using Survey Sampling’s Survey Spot Online Panel

Results show that network rankings in the 2005 online study were very similar to rankings in the 2004 phone survey.

–    For 11 of 13 brand attributes, among the top ten major cable networks in the 2004 phone survey, eight or more were in the top ten in the 2005 online test.

–    For 12 of 13 attributes, among the top ten in the 2004 phone survey, seven or more were in the top ten in the 2005 online test.

–    For 5 of 13 attributes, among the top ten in the 2004 phone survey, nine were in the top ten in the 2005 online study.

–    For 9 of 13 attributes, among the top five major cable networks in the 2004 phone survey, four were in the top five in the 2005 online study.

These results indicate that the online survey methodology did not seem to significantly impact rankings of networks in terms of brand perceptions and image. One reason for the similarities in rankings could be that the study measures perceptions and opinions of television networks. It is possible that the use of an online methodology could have a greater impact on studies measuring behavior (e.g., viewing, voting, product purchasing), rather than studies measuring opinions and brand image.

Attached are network rankings online vs. telephone for two of the measured brand attributes

TOP-RANKED MAJOR CABLE NETWORKS PERCENT VERY MUCH DESCRIBED AS

Of top ten in 2004 phone survey, eight were in top ten in 2005 online survey.

Of top five in 2004 phone survey, four were in top five of 2005 online survey.

TOP-RANKED MAJOR CABLE NETWORKS PERCENT VERY MUCH DESCRIBED AS

Of top ten in 2004 phone survey, nine were in top ten in 2005 online survey.