Ad Execs Rate TV Nets' Research Support
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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Jack Myers
Media Ecologist, Founder: MediaVillage and Advancing Diversity Hall of Honors Jack Myers is a media ecologist and founder of MediaVillage, the media and advertising community’s leading resource for market intelligence, education, business connection…
