Basic Cable Ranks Higher Than Broadcast Among Media Buyers

A study done by Beta Research Corporation found media buyers rate basic cable higher than broadcast in terms of brand image, audience demos, creative marketing and cost efficiency. While NBC ranked second, 13 other cable nets scored higher than ABC, CBS of FOX on brand image. ESPN was number one. MTV topped the list in terms of creative marketing and 30 percent of buyers plan to increase their spending this year on ESPN, Discovery, TLC, HGTV, TBS, VH1, Food Network and E!