Perceptions of the value and relevance of the research and intelligence support services of national television sales organizations vary in major ways among different respondent groups (See Chart Below). While ESPN's Customer Marketing & Sales research initiatives rank first among all respondent groups and The Weather Channel second among TV buyers and planners, MTV's Music and Entertainment Groups rank second and fourth respectively among client (advertiser) executives. This reflects MTVN's focus on gathering insights on target audiences, an investment the company has been making for decades. The MTVN groups are also better perceived among buyers and planners who include digital media in their portfolio. ABC-TV Network's research support ranks fifth among TV buyers/planners but declines to 25th rank among client (advertiser) executives among the 54 network organizations rated in the annual Myers Survey of Advertising Executives on National TV Value and Sales Organization Performance. Conversely, NBC Sports catapults from 25thth among buyers/planners to eighth rank among client executives. The top 30 network TV performers are ranked below for four of the 16 respondent groups included in the full study, which has been provided to premium members of the Myers Media Business Network.

Overall, ad executives positively rate the research support provided by the TV industry, with 17 network organizations rated 4/5 on a five point scale by more than 50% of respondents. For additional details, members can contact jack@myersbiz.net. In previousJack Myers Media Business Reports, details were shared from the recent Myers Survey of Advertising Executives on the Top 30 TV Networks rated for Quality of Sales Organization and Customer Service , Value for the Investment , Effective Upfront Presentations and Negotiations and Multi-Platform Brand Extensions and Integration , led respectively by Turner Entertainment Sales, CBS-TV, Fox-TV and ESPN. The full report is available to premium members of the Myers Media Business Network.

Jack Myers Media Business Report
Survey of Advertising Executives

TOP 30 PERFORMING TV NETWORK ORGANIZATIONS AMONG 54 RATED TV NETWORKS
Relevant Research Support and Intelligence
Sales Organization Total Respondents Client Executives TV Planners/Buyers Digital Planners/Buyers
  % Rank % Rank % Rank %  Rank
ESPN Customer Marketing & Sales 70.4% 1 63.4% 1 70.0% 1 75.0% 1
The Weather Channel 63.8% 2 59.1% 6T 66.1% 2 65.5% 3
Discovery Channel  63.2% 3 60.5% 5 64.2% 4 64.6% 4
Adult Swim/Cartoon Network  62.3% 4 54.2% 9 65.6% 3 57.1% 10
ABC-TV 59.6% 5 40.0% 25T 63.9% 5 58.8% 8T
Univision 58.9% 6 61.3% 3 62.1% 7 60.0% 7
MTV Kids & Family (Nickelodeon)  58.6% 7 59.1% 6T 56.0% 12 66.6% 2
ABC Family  58.4% 8 50.0% 12T 62.4% 6 52.4% 13
Turner Entertainment Sales (TBS/TNT)  57.8% 9 52.6% 11 60.2% 8 50.0% 15
MTV Entertainment Group (Comedy Central Spike CMT TV Land) 57.6% 10 60.7% 4 54.6% 13 63.1% 6
Bravo  55.4% 11 50.0% 12T 58.5% 9 36.1% 28
CBS-TV 55.1% 12 50.0% 12T 57.0% 11 48.9% 16
Turner Sports 54.4% 13 40.7% 24 58.2% 10 53.5% 12
Fox Entertainment Cable Networks (FX NatGeo) 53.4% 14 50.0% 12T 54.0% 14 42.9% 20
History Channel  51.4% 15 50.0% 12T 52.5% 16 36.6% 27
MTV Music & Logo Group  50.7% 16 61.5% 2 46.3% 27 63.3% 5
NBC Sports Networks 50.0% 17 56.7% 8 47.4% 25 29.6% 36T
Fox Sports Networks 48.6% 18 36.4% 33 50.0% 20 39.2% 24
CNBC 48.5% 19 33.3% 35 50.7% 19 58.8% 8T
Scripps (Food Network & Cooking Channel)   48.2% 20 37.5% 32 51.8% 17 52.1% 14
CNN Networks 47.3% 21 53.1% 10 48.1% 22 45.5% 19
Scripps (HGTV & DIY)  47.0% 22 45.5% 22 49.4% 21 54.7% 11
FOX-TV 46.4% 23T 25.5% 41 51.3% 18 36.9% 26
Fox News 46.4% 23T 26.3% 40 53.4% 15 34.6% 30
USA   45.9% 25 37.8% 30 47.8% 23 34.0% 31
A & E  45.8% 26 47.2% 19 46.3% 28 38.6% 25
TLC - The Learning Channel  45.7% 27 50.0% 12T 45.0% 29 46.4% 18
Telemundo 45.5% 28 40.0% 25T 47.5% 24 46.6% 17
Scripps (Travel Channel & GAC)  44.7% 29 46.6% 21 46.6% 26 40.0% 23
ID - Investigation Discovery  42.1% 30T 37.6% 31 42.9% 31 22.7% 40
MSNBC 42.1% 30T 47.4% 18 40.6% 33 34.8% 29
Source: Jack Myers Media Business Report © 2013            
                 

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