Ad exex rate future of new cable networks

The Myers Reports’ 13th annual survey of advertising executives’ opinions about various cable networks concludes that Home & Garden Television, ESPNews, CNN/SI and Fox News Channel are the four recently launched services with the greatest potential for revenue growth.

Survey is based on 711 responses from ad execs answering written questionnaires in August and September.

Home & Garden (or HGTV) made a separate announcement Monday that it is poised to hit 22 million subscribers by year’s end, having added 12 million over the past year in part by offering generous cash incentives to cable operators for carriage.

Besides the aforementioned quartet, advertisers also cited the revenue prospects of Bloomberg Information TV (the fifth most-mentioned network), CNN/fn (sixth), Nick at Nite’s TV Land (seventh), the Golf Channel (eighth), the Classic Sports Network (ninth) and the Outdoor Channel and Animal Planet (tied for 10th).

Survey respondents were further asked to assess each of 30 cable networks’ benefit to advertisers using a variety of criteria.

Black Entertainment Television topped the list in the area of target audience appeal, with the Discovery Channel nosing out A&E, the Learning Channel, the History Channel and the Family Channel in overall programming quality. USA Network was tops in total ratings delivery, ahead of TBS, TNT, CNN and ESPN (in order).

In rating a network’s unique brand identity, Comedy Central paced the list (with Court TV and CNN tying for second). Comedy Central also was voted the top spot with regard to marketing opportunities.

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