By Anthony Crupi
ESPN is once again atop the advertising world’s wish list, as a new Beta Research report suggests that nearly half of media buyers and clients surveyed will dedicate more dollars to the sports net in 2010.
According to the results of the latest Beta study, 45 percent of industry pros said they would increase their ad spend with ESPN over the next 12 months. Discovery Channel came in a close second, as 40 percent of respondents indicated they planned to invest more dollars on that network.
Those results reversed the findings of last year’s Beta survey, which had Discovery edging ESPN by a slight margin (45 percent to 44 percent).
Other nets that should enjoy a lift in ad sales revenue this year are: TNT, which was given the thumbs up by 36 percent of those quizzed by Beta; TBS (36 percent); Food Network (35 percent); top-rated USA Network (34 percent); ESPN2 (33 percent), HGTV (32 percent), Comedy Central (31 percent) and Bravo (29 percent).