ESPN on the art of Selling Oneself

Beta Research Corporation released their 2017 Brand Identity of Basic Cable/Broadcast Networks study, and ESPN, ESPN2 and ESPNEWS earned high marks in several brand attributes out of the 67 networks evaluated. In the study, ESPN was ranked No. 1 (tie) basic cable network among all male viewers as one of their favorite channels. ESPN, ESPN2 and ESPNEWS also ranked first, third and fourth, respectively, as one of their favorite channels among men 25-54 and 18-49. Furthermore, ESPN or ESPN2 was rated higher than any other sports network in several categories, including informative, high quality, distinctive and valuable.

Other highlights from the study include:

Among male viewers age 25-54 and male viewers age 18-49, ESPN and ESPN2 were tied for first for being a network that has liked hosts/on-air personalities. ESPN2 also ranked 1st first among male viewers age 25-54 and male viewers age 18-49 that said they would pay more attention to the network’s commercials.
ESPNEWS ranked in the top three among all male viewers as a network they like to watch online, on tablet or smartphone.
The online survey was conducted in January 2017 among a national sample of more than 4,400 cable subscribers. Rankings for ESPN and ESPN2 are based on basic cable networks. Rankings for ESPNEWS are based on basic cable and digital basic networks.