Consumers Rate CBS Top TV Network Brand for 2012

August 1, 2012

This article is included in these additional categories:

Brand Metrics | Broadcast & Cable | Media & Entertainment | Television

harris-top-tv-network-brands-in-2012-aug2012.pngCBS Television Network is recognized by consumers as the 2012 Harris Poll EquiTrend TV Network Brand of the Year, according to a July 2012 report from Harris Interactive. CBS received an EquiTrend rating of 68.27, compared to the category average of 64.83. The poll analyzes the responses of more than 38,500 on key measures of brand health, including how well the public knows a brand, how positively they thin k of it, and their consideration to do business with or donate to it. CBS programs regularly appear on Nielsen and Rentrak rankings of top TV telecasts, by viewers, ratings, and engagement index.

Behind CBS in this year’s EquiTrend network TV rankings were PBS (67.06), ABC (66.66), and NBC (66.54).

A&E Tops for Variety TV

A&E took the top spot among Variety TV Programming Brands, with a score of 65.49, regaining the top spot after surrendering it in 2009 to USA, which had held it since. The USA network fell to 4th place this year, with a score of 64.73, behind AMC (65.25) and FX (64.97). Rounding out the top 5 was TBS (64.37).

AMC was boosted by a strong quality score, while FX benefited from a strong viewing consideration score. According to the report, the overall category’s score of 58.17 represents a decline from last year’s results. However, several brands received higher recommendations scores, including FX and SyFy (ranked 6th).

History Channel Leads Topical Interest Category

Meanwhile, this year, the History Channel (73.35) took over the top spot in the topical interest category, surpassing Discovery Channel (71.96), for the first time since 2005. The History Channel’s success was due in large part to its quality score. Rounding out the top 5 were the National Geographic Channel (68.9), Food Network (66.67), and Planet Green (64.53). The category average was 62.49.

Despite dropping the bright spot, on a bright note for Discovery Channel’s parents – Discovery Communications, LLC – 5 of the top 11 brands ranking above the category average are their networks: Discovery Channel (#2); Planet Green (#5); Animal Planet (#8); Military Channel (#10); and TLC Television Network (#11).

A look at recent cable programs getting high ratings and engagement indices can be found here and here.

Other Findings:

  • PBS Kids Sprout took top honors in the kids TV programming category with a score of 63.21 (compared to the category average of 57.29). Boomerang (62.46), Disney Channel (59.15), PBS Kids (59.14), and The Hub (57.98) were next.
  • HBO remains the king of pay cable network brands for the 8th year running, taking the top score across all the brand dimensions measured, with an overall score of 61.8. Showtime experienced an increase in its familiarity score to take the second ranking away from Starz. HBO and Showtime (58.79) were the only 2 to rank above the average category score of 58.5.
  • The Weather Channel also reigns supreme in its category for the 8th consecutive year, with the top spot among TV news programming brands. It had the highest overall familiarity, quality, and viewing consideration scores. The channel was the only news brand to rank above the category average (69.52 vs. 57.43).

About the Data: Harris Poll EquiTrend is a leading Brand Equity Tracking study conducted by Harris Interactive that measures and compares brand health for more than 1,500 brands. The study was conducted online from January 31 through February 20, 2012 and analyzes the responses of over 38,500 consumers on key measures of brand health – including how well the public knows a brand, how positively they think of the brand and their consideration to do business with or donate to a brand. Each brand is rated 1,000 times among respondents who are familiar with the brand. Harris Interactive has conducted its EquiTrend study regularly since 1989, and can offer yearly trended data from 2005. The Equity Score, a key take-away from EquiTrend, has been validated against financial performance by Georgetown University.

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