ABC-TV, MTV Entertainment, ESPN & Clear Channel Lead Industry in Multi-Platform Integration

Jack Myers Media Business Report
2012 Survey of Advertising Executives on TV Networks Value and Sales Organization Performance
TOP TEN PERFORMING NETWORK ORGANIZATIONS
MULTI-PLATFORM BRAND EXTENSIONS AND INTEGRATION

Other categories measured and included in the full report for subscribers are Value for the Investment, Quality Sales Team and Customer Service, Effective Upfront Presentation and Negotiations, Relevant Research Support and Intelligence.

SOURCE: Jack Myers Media Business Report 2012 Survey of Advertising Executives on Network Value and Sales Organization Performance, rating 65 TV Networks and seven digital sites in five categories. *Percentage based on respondents who have a relationship with each organization rating the organization 4/5 on a scale of 1-5. 5=Market Leader; 4=Market Achiever

Several leading agencies are integrating their television and digital media planning and buying organizations and negotiations, with Initiative, Universal-McCann, Zenith and others elevating digitally-trained executives to senior negotiating responsibility for all media. With digital media moving to the forefront in Upfront discussions with networks, sales groups are organizationally challenged to deliver on multi-platform brand extensions and integration. Jack Myers Media Business Report recently surveyed more than 400 agency and advertiser executives, asking them to rate 65 national television sales organizations plus seven leading digital video sites on their performance in delivering multi-platform brand extensions and integration. The full results are being provided to network executives and are available to all Jack Myers Media Business Report subscribers.

BROADCAST NETWORKS
Among eight broadcast networks, the ABC-TV network sales organization is rated as a market leader (4/5 on a five-point scale) by 67% of respondents who have a relationship with the network, followed by Fox-TV, which is rated as a market leader by 61% of respondents. ABC-TV appears to have been rewarded by the marketplace for its decision to integrate digital video and television inventory at a constant cost-per-thousand in this year's Upfront discussions. Fox has included digital inventory in negotiations as a supplemental inventory pool used for audience deficiency units (make-goods) in the event of ratings shortfall.

The CW also performed positively, and ranked first among respondents who have been in the media industry for 8 to 14 years. Among respondents with specific responsibility for digital planning and buying, ABC-TV has an even stronger position of leadership, with Fox-TV ranking 2^nd and NBC-TV 3 ^rd, in close parity with Fox.

CABLE TV ENTERTAINMENT/SPECIALTY NETWORKS

MTV Entertainment Group leads the pack for multi-platform brand extensions and integration among the 35 cable TV entertainment and specialty networks (excluding news and sports), generating top ratings (4/5 on a five point scale) among 70% of respondents who have a relationship with the organization. While Bravo ranks second among agency TV buyers and planners, it drops to ninth rank among digital media planners and buyers, displaced in second place by MTV Kids and Family. Scripps Networks also perform positively in this category and especially among digital media planners and buyers. Turner Entertainment achieves high grades among TV planners and buyers, as does MTV Music and Logo Group. Among client (advertiser) executives, Discovery Channel, ABC Family and Fox Entertainment are positively perceived.

NEWS, SPORTS and INFORMATION NETWORKS

Among 11 news, sports and information networks evaluated by the more than 400 agency and advertiser respondents, ESPN Customer Marketing and Sales ranks first for Multi-Platform Integration (with the industry's highest performance scores among all 65 organizations rated). The Weather Company (Weather Channel) ranks second, followed by Turner Sports, NBC Sports, Fox Sports and CBS Sports. Clearly, sports offer a significant advantage in developing and implementing multi-platform initiatives. Among the five news organizations evaluated in the survey, CNN Networks significantly outperforms Bloomberg, MSNBC, CNBC and Fox News. Among client (advertiser) executives, CNN outperforms both Weather and Turner Sports, and also is higher ranked by respondents who target affluent audiences.

OTHER NATIONAL TV AND ONLINE MEDIA

Clear Channel (iHeartRadio), You Tube, Vevo, AOL/Huffington Post and Pandora are all rated positively by both TV and digital media planners and buyers, with Vevo ranked first by client (advertiser) executives among the 18 other national video sales organizations. Among seven traditional TV syndication companies, Disney/ABC Domestic Television performs best. Also included in the evaluation were Hulu and Yahoo!

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