Advertisers Rate TV Sales Organizations on Upfront Presentations

By Jack Myers TomorrowToday Archives

As the Upfront presentation and negotiation season swings into prime time, with more than 75 planned events on the MediaBizBloggers Upfront Calendar , the ad community rated 65 national TV and digital video sales organizations based on the effectiveness of their Upfront Presentations and Negotiations in 2012. Following are the Top 30 performing networks based on the percentage of respondents (familiar with each organization) rating each organization 4/5 on a five point performance scale. Scroll down for additional commentary.

Jack Myers Media Business Report
Survey of Advertising Executives

                 
TOP 30 PERFORMING TV NETWORK ORGANIZATIONS AMONG 54 RATED TV NETWORKS
Effective Upfront Presentation & Negotiations
Sales Organization Total Respondents Client Executives TV Planners/Buyers Digital Planners/Buyers
  % Rank % Rank % Rank %  Rank
FOX-TV 73.3% 1 64.8% 7 75.3% 1 70.2% 3
ABC-TV 72.5% 2 65.5% 6 74.8% 2 72.6% 2
CBS-TV 69.4% 3 72.8% 3 68.5% 4 61.7% 10T
Turner Entertainment Sales (TBS/TNT)  67.6% 4 61.5% 9 69.5% 3 65.3% 7
Adult Swim/Cartoon Network  66.1% 5 64.0% 8 65.1% 6 81.0% 1
ESPN Customer Marketing & Sales 65.6% 6 71.4% 4 62.8% 7T 66.0% 6
Discovery Channel  65.5% 7 68.4% 5 65.3% 5 66.7% 4
ABC Family  60.8% 8T 42.8% 26 62.8% 7T 48.9% 24T
MTV Entertainment Group (Comedy Central, Spike, CMT, TV Land)   60.8% 8T 75.0% 2 58.5% 11 63.0% 9
MTV Kids & Family (Nickelodeon)   59.0% 10 77.3% 1 51.8% 25 66.6% 5
Fox Entertainment Cable Networks (FX, NatGeo)  57.4% 11 60.0% 10 55.0% 16 58.2% 13
Turner Sports 56.4% 12 57.5% 11 56.3% 14 55.8% 17
Scripps (Food Network & Cooking Channel)  56.0% 13 53.2% 12T 58.1% 12 61.7% 10T
Scripps (Travel Channel & GAC)  55.9% 14 48.4% 17 59.3% 10 58.8% 12
Univision 55.6% 15 53.1% 14 60.3% 9 48.0% 26
USA   53.9% 16 43.2% 24 57.3% 13 56.0% 16
A & E  53.7% 17 45.9% 20 56.1% 15 48.9% 24T
Bravo  53.1% 18 47.3% 18 53.5% 18 51.0% 23
MTV Music & Logo Group   52.1% 19T 44.4% 22 53.0% 20T 53.4% 18
Scripps (HGTV & DIY)  52.1% 19T 39.4% 30 53.6% 17 63.7% 8
History Channel   51.8% 21T 50.0% 16 52.8% 22T 47.6% 27
NBC Sports Networks 51.8% 21T 53.2% 12T 53.4% 19 35.7% 38
AMC/WE/IFC   50.5% 23 38.7% 33 53.0% 20T 45.7% 29
The Weather Channel 49.7% 24 39.1% 32 52.8% 22T 51.7% 22
NBC-TV 49.6% 25 51.7% 15 47.3% 27 56.9% 14
TLC - The Learning Channel  47.4% 26 42.9% 25 50.3% 26 56.1% 15
Fox News 46.8% 27 15.0% 44 52.5% 24 38.5% 35
Fox Sports Networks 44.5% 28 38.2% 34 45.5% 28 46.5% 28
BBC America   44.2% 29 46.7% 19 39.7% 31 52.2% 21
CBS Sports Networks 40.3% 30 44.8% 21 34.2% 38 52.4% 19T
Source: Jack Myers Media Business Report © 2013            
                 
                 

Commentary/Insights

While broadcast networks Fox-TV, ABC-TV and CBS-TV capture the top three spots for Effective Upfront Presentations and Negotiations in the 2012 Myers Report, two MTV Networks sales groups are ranked first and second among client (advertiser) executives. The disparity in perceptions among differ respondent groups are worth noting . In the full Myers Report, data is provided on 16 respondent groups and 65 national TV and selected online organizations. Among the online organizations, HULU was ranked first, with 63% of total respondents and 70% of digital media buyers/planners rating the organization 4/5 on a five point scale. You Tube was ranked 4/5 by 50% of total respondents and 57% of digital buyers/planners. 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 and Multi-Platform Brand Extensions and Integration , led respectively by Turner Entertainment Sales, CBS-TV and ESPN. The reports are based on the feedback of more than 400 agency and advertiser executives who completed the 27th Annual Myers Survey of Advertising Executives on National TV Value and Sales Organization Performance . In future weeks, results will be shared on networks' Research Support and Intelligence.

SOURCE: Jack Myers Media Business Report 2012 Survey of Advertising Executives on National TV Value and Sales Organization Performance. 405 respondents, Survey conducted online among pre-qualified respondents in October, 2012. Full methodology is available to subscribers upon request.

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