ESPN to Capture More Cable Ad Spending

Nearly one-half (45%) of cable TV advertisers plan to increase ad spending  on the ESPN Sports Network in the next 12 months, and 40% plan to allocate more spend on the Discovery Channel, according to Beta Research.

Audience Retention Strategies

ESPN/ABC Sports also received the highest marks for providing effective strategies to reduce commercial churn, with 53% of ad professionals rating the network a 4/5 (on a 5-point scale).
Discovery Networks was a close second with 51%, followed by Turner Entertainment with 47%.

The broadcast networks were generally less sticky than their cable counterparts: Only 44% of ad professionals awarded ABC with a 4/5 rating. Fox was a close second (43%).

CBS was cited as the least sticky of all broadcast networks, with a 4/5 approval rating of 34%.

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