October 14, 2010

 Results of Beta’s 2010 Digital Cable Subscriber Study Shows ESPNU Ranks Number One in Importance to Viewers

 In Beta Research Corp.’s 2010 study of digital cable subscribers, ESPNU (tied for first) and ESPNEWS (tied for third) topped the list for networks important to viewers.  Approximately 80% of those surveyed responded that ESPNU was important to their enjoyment of cable while 79% of the respondents cited ESPNEWS as important.

 Additional key highlights from the study include:

• Among Men 18-34, ESPNU was ranked fifth for top five favorite digital cable networks.  Disney XD, which targets kids 6-14, especially boys and their parents, tied for seventh while ESPNEWS tied for tenth.
• ESPNEWS ranked third for perceived value of digital cable networks among Men 18+ receiving the networks.  ESPNU ranked third for average perceived value among viewers 18-34 and viewers 18-49.   
• Males ages 18+ ranked ESPNEWS 1^st (tied) in weekly reach among all 42 digital cable networks listed on the survey.  ESPNEWS ranked third for weekly reach among Men 18-34. 
• Among Viewers 18-34, Viewers 18-49, Male Viewers 18+ as well as Total Viewers in general, ESPNU ranked first (tied) for average viewer satisfaction score.  ESPNEWS ranked first (tied) among 18-49 and Male Viewers 18+.
• Among all networks surveyed, ESPNU ranked first for percent of viewers who are satisfied with digital cable and second for percent of viewers who would definitely continue digital cable.  This shows the correlation between ESPNU viewing and digital cable satisfaction/retention.

 The survey was conducted during July 2010 and a total of 2,445 online questionnaires were completed with 2,228 adults and 217 teens (ages 12-17).  The survey area included 32 cable system franchises across the country.  This survey included digital subscribers who received services from cable and telephone companies.

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