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A new Beta Research survey of agency executives and advertisers suggests that clients will be spending more of their 2011 marketing dollars on ESPN.
After polling 225 ad professionals––of which 152 were identified as agency players while the remaining 73 were culled from the client ranks––Beta found that 54 percent of respondents said they would increase their ad spending on ESPN this year, up 10 notches from a 2009 survey.
Scripps Networks Interactive flagship channels were the second and third most-cited outlets in the Beta study, as 49 percent of those surveyed indicated that they would pick up more of Food Network’s inventory in the coming year, while 48 percent voiced a yen for more exposure on HGTV.
Top-rated USA Network tied HGTV for third place in this year’s Beta survey, while Bravo, Discovery Channel and TBS all came in fourth (46 percent).
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