Considerations for the selection include overall image; brand strategy; execution; advertising and, of course, results.
Ad Age editors consider the candidate's ability to cultivate a strong brand and give it the ability to win the spotlight in a tight market. Frequently, such efforts result in increased viewership and revenues and those factors are noted where relevant.
Another area Ad Age reviews is the marketer's ability to develop brand extensions, and market each to prominence.
As always, image advertising is a significant factor in the selection process.
Previous Cable TV Marketer of the Year winners: ESPN in 1996 and Discovery