Fox Sports Net, Knowledge Networks Study Demonstrating Value of Engaged Sports TV Viewers Receives CTAM Honor

Fox Sports Net, Knowledge Networks Study Demonstrating Value of Engaged Sports TV Viewers Receives CTAM Honor

MENLO PARK, Calif., Jan. 10 /PRNewswire/ -- Fox Sports Net (FSN) and Knowledge Networks have received one of this year's Research Case Study Awards from CTAM (Cable & Telecommunications Association for Marketing), for their study "The Home Field Advantage: Estimating the Value of Home Team MLB Viewers."

The study illuminated important differences in viewer involvement that marketers should consider when deciding whether to place advertising on local team telecasts on regional sports networks, or on national game telecasts.

David C. Tice, Vice President (Media Team) at Knowledge Networks/SRI, said, "By using KN/SRI's established methods of measuring viewer involvement, network brand resonance, and advertising receptivity, we were able to identify a number of ways that viewers of games on regional sports networks have greater involvement with game telecasts and advertising than do those who watch games on national networks."

Mike Norton, Director of Research at Fox Sports Net, said, "We have always known that our viewers are loyal and deeply engaged; but this study has proven invaluable in defining the practical effects of that engagement. We were able to obtain a clear picture of the attitudes and activities associated with FSN broadcasts and relate them to brand metrics from the non-TV world. Knowledge Networks/SRI was an outstanding collaborator in fleshing out the elements of this study and executing them with precision and intelligence."

Norton and Tice will present an overview of the study results at the 2007 CTAM Research Conference, being held February 7 to 9 in St. Petersburg, Florida.

About FSN

FSN is the nation's leading provider of local sports. Through its owned-and-operated networks, as well as it affiliates, FSN reaches more than 82 million homes through 25 regional sports networks. Based in Los Angeles, FSN owned- or affiliated-regional sports networks serve as the TV home to 68 of the 82 MLB, NHL and NBA teams based in the United States. FSN produces close to 5,000 live, mostly local, events each year, including nearly 900 in High Definition. In addition to its thousands of home team games and a wide variety of locally produced sports programs, FSN televises national sports events and programs, including Pac-10 and ACC basketball; Pac-10 and Big 12 football; Best Damn Sports Show Period; CMI: The Chris Myers Interviews; the Mansionpoker.net Poker Dome Challenge, In Focus and The FSN Final Score. For the latest up-to-the-minute sports new and opinions, visit the FOX Sports/FSN website at www.FOXSports.com .

About Knowledge Networks/SRI

Knowledge Networks delivers quality you can use -- superior methodologies, design, and analysis that give you an edge when it comes to making smart, safe business decisions. KN's unmatched consumer research resources include the only projectable Web-based consumer panel. The company leverages its expertise in brands, media, advertising, and analytics to provide insights that speak directly to clients' most important marketing issues. In addition, Knowledge Networks has built a substantial practice in government and academic research, an area notable for its rigorous methodology standards.

In 2001, Knowledge Networks acquired assets and expertise from Statistical Research, creating Knowledge Networks/SRI. KN/SRI is one of the country's leading authorities on consumers' use and ownership of media and technology. The company is the leading measurement provider for Yellow Pages directories; other specialties include cross-media allocation (MultiMedia Mentor(TM)) and studies of consumers' interactions with media (How People Use(R) research).

Source: Knowledge Networks

CONTACT: David Stanton, Vice President, Marketing Communications, of
Knowledge Networks, +1-908-497-8040, or dstanton@knowledgenetworks.com; or
Mike Norton, Director of Research, of FOX Sports Net, +1-954-514-2654, or
mnorton@foxsports.net

Web site: http://www.foxsports.com/
http://www.knowledgenetworks.com/

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