The Network Brand Still Stands for Something

The major broadcast networks remain among those channels that viewers identify as their “favorite TV network” even in homes with cable or satellite dishes, based on a new survey by media research organization the Myers Group.

NBC ranked first when people were asked to name their favorite network, with Fox finishing third, ABC ranking fourth and CBS eighth. Conducted last summer--prior to the premiere of “Who Wants to Be a Millionaire,” which has vaulted ABC to the top of the prime-time standings--the survey polled 6,500 adults in homes that either subscribe to cable or own a satellite dish.

Notably, several more narrowly defined cable channels with smaller ratings also appeared high on the list, as all-sports network ESPN ranked second and Lifetime--which markets itself as “television for women”--finished fifth. The Discovery Channel, A&E;, the Learning Channel and USA Network rounded out the top 10, with Home Box Office at No. 11, even though the pay service is available in only about a third of cable homes.

Myers Group chief executive Jack Myers acknowledged that the survey amounted to a “beauty contest” but stressed the results provide a snapshot of the “brand equity” built up by various networks, which he maintains will be extraordinarily important in the years ahead.

“In a highly fragmented media world, where people can be receiving 150 channels or more, it’s the networks that are top of mind as favorites that will be programmed first,” Myers said.

In addition, Myers noted that brand recognition and popularity will prove even more valuable as networks keep attempting to expand their franchises beyond just television into the Internet and retail ventures, such as ESPN branching out into sports stores and bars, or NBC’s online merchandising efforts.

Previous research has indicated that viewers watch a relatively small percentage of the channels they currently receive. While cable subscribers have access to 60 or more channels and satellite owners well over 100, studies have shown that most of those consumers watch only 15 or 16 of the services available to them with any regularity.

By way of comparison, roughly a dozen channels were regularly viewed in 1985, when the average home received about 20 channels--suggesting both a degree of information overload and diminishing returns in the explosion of new channels.

The Myers study also found that some viewers no longer make a clear distinction between the Internet and television. A number of online services were well-represented within the survey, with America Online and Yahoo finishing at Nos. 18 and 37, respectively.

“People are increasingly considering AOL and Yahoo as being indistinguishable from ABC or NBC or Nickelodeon,” Myers said.

Myers conceded that certain networks were handicapped because the study focused strictly on adults, meaning Nickelodeon, the Cartoon Network and MTV--which all play primarily to children or teenagers--didn’t place as high as they might have had those groups been included. A follow-up survey is planned to incorporate attitudes in homes with children.

In similar fashion, the WB network--which performs especially well among teenagers--ranked 17th, behind such older-skewing cable networks as Home & Garden Television and American Movie Classics. PBS came in at No. 20, while UPN--whose ratings have risen sharply in the last six months thanks to the addition of the wrestling program “WWF Smackdown!”--ranked 27th.

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Channel Surfing

America’s top 20 favorite TV networks:

1. NBC

2. ESPN

3. Fox

4. ABC

5. Lifetime

6. Discovery

7. A&E;

8. CBS

9. TLC (The Learning Channel)

10. USA Network

11. HBO

12. Home & Garden

13. Sci-Fi

14. History Channel

15. CNN

16. AMC (American Movie Classics)

17. WB

18. America Online (Internet)

19. TNT

20. PBS

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Source: The Myers Group