Buzzfeed, NYTimes, Weather, Turner & ESPN Lead New MyersBizNet Advertisers’ Perceptions Survey

By Perceptions Archives
Cover image for  article: Buzzfeed, NYTimes, Weather, Turner & ESPN Lead New MyersBizNet Advertisers’ Perceptions Survey

Buzzfeed leads twelve major TV and digital news media brands in the most recent MyersBizNet survey of advertisers’ perceptions, ranking first for customer service, value for the investment, innovation and presentations. NYTimes.com ranks first for quality content and The Weather Channel ranks first for advanced research insights. Turner Sports and ESPN are the leaders among eight TV and digital sports media, brands. Turner ranked first for customer service, value and presentations, while ESPN ranked at the top for innovation, quality content and advanced research. The full detailed reports have been released to MyersBizNet Premium and Platinum members who are included in the report.

Three hundred agency and advertiser decision-makers rated the 20 news and sports brands on their comparative performance in six categories, using a 1 to 5 evaluation. Rankings are based on the percent of respondents rating each organization 4/5 on the five point scale. Multiple respondent groups are evaluated and included in the detailed reports. On an overall composite basis, only Buzzfeed generated positive feedback by more than 50% of respondents, outpacing its more established competitors. In the news categories, legacy network TV news organizations were consistently outpaced by Buzzfeed and The Huffington Post. The Weather Channel and Weather.com led the industry among TV organizations. Some of the respondent bases for the digital brands were unstable, although large enough to meet minimum reporting standards. It’s important to note the low percentages of 4/5 ratings received by most organizations, including the leaders, in most categories. This reflects the larger percentage of decision-makers trained and experienced in digital media adding TV to their portfolio of responsibility. Additionally, TV buyers and planners are adding digital responsibilities. Relationships are not as established and perceptions based on pre-existing attitudes and performance are less relevant than in past years’ surveys. This is the 30th year MyersBizNet has been conducting surveys on advertisers’ perceptions of media organizations.

Following are highlights from the two reports. In the next weeks, MyersBizNet will release results from new surveys of advertising executives on TV and Social Media, TV syndication, music sites and cinema. In the full report, details are included on several respondent groups based on responsibility, tenure in the business, office location, business category, demographic targets and gender.

 

2014 Advertiser & Agency Perceptions Survey
TV & Digital News & Sports Organizations
    
TOP 3 News & Sports Organizations  
(Among 12 news and 8 sports organizations measured and reported) 
    
CATEGORY: OVERALL  
NEWS MEDIA BRANDS  
Rank Network Organization% rating 4/5 (5 pt. scale) 
1Buzzfeed*52% 
2TNYTimes.com*43% 
2TThe Weather Channel43% 
4Weather.com*41% 
5Bloomberg News*40% 
6WSJ.com*39% 
7Huffington Post*38% 
Additional organizations included in the survey were ABC News, CBS News, CNN, CNN Digital, Fox News, and NBC News.
    
SPORTS MEDIA BRANDS  
Rank Network Organization% rating 4/5 (5 pt. scale) 
1Turner Sports 47% 
2ESPN Customer Marketing & Sales45% 
3NBC Sports41% 
4TFox Sports36% 
4TNFL Network36% 
6TCBS Sports31% 
6TYahoo Sports*31% 
8MLB Network30% 
*Respondent bases were achieved minimum reporting standards and are reliable but unstable.
    
CATEGORY: QUALITY SALES TEAM AND CUSTOMER SERVICE
NEWS MEDIA BRANDS  
Rank Network Organization% rating 4/5 (5 pt. scale) 
1Buzzfeed*71% 
2Huffington Post*60% 
3The Weather Channel58% 
4NYTimes.com56% 
SPORTS MEDIA BRANDS  
Rank Network Organization% rating 4/5 (5 pt. scale) 
1Turner Sports64% 
2ESPN48% 
3NBC Sports47% 
4Yahoo Sports*39% 
    
CATEGORY: DELIVERS VALUE FOR THE INVESTMENT 
NEWS MEDIA BRANDS  
Rank Network Organization% rating 4/5 (5 pt. scale) 
1Buzzfeed*53% 
2The Weather Channel46% 
3Weather.com42% 
4Huffington Post40% 
SPORTS MEDIA BRANDS  
Rank Network Organization% rating 4/5 (5 pt. scale) 
1Turner Sports49% 
2NFL Network40% 
3TESPN39% 
3TFox Sports39% 
    
CATEGORY: PROVIDES INNOVATIVE AND CREATIVE OPPORTUNITIES
NEWS MEDIA BRANDS  
Rank Network Organization% rating 4/5 (5 pt. scale) 
1Buzzfeed*88% 
2Weather.com58% 
3The Weather Channel50% 
4Huffington Post45% 
SPORTS MEDIA BRANDS  
Rank Network Organization% rating 4/5 (5 pt. scale) 
1ESPN45% 
2MLB Network44% 
3NBC Sports42% 
4Turner Sports40% 
    
CATEGORY: EFFECTIVE PRESENTATIONS & NEGOTIATING SKILLS
NEWS MEDIA BRANDS  
Rank Network Organization% rating 4/5 (5 pt. scale) 
1TBuzzfeed*41% 
1TFox News41% 
3TNYTimes.com40% 
3TThe Weather Channel40% 
SPORTS MEDIA BRANDS  
Rank Network Organization% rating 4/5 (5 pt. scale) 
1Turner Sports53% 
2NBC Sports42% 
3NFL Network40% 
4ESPN39% 
    
CATEGORY: QUALITY OF CONTENT JUSTIFIES PREMIUM PRICING
NEWS MEDIA BRANDS  
Rank Network Organization% rating 4/5 (5 pt. scale) 
1NYTimes.com56% 
2TBloomberg News52% 
2TWSJ.com52% 
SPORTS MEDIA BRANDS  
Rank Network Organization% rating 4/5 (5 pt. scale) 
1ESPN49% 
2Turner Sports44% 
3NFL Network40% 
4TCBS Sports39% 
4TFox Sports39% 
    
CATEGORY: PROVIDES ADVANCED RESEARCH INSIGHTS & SUPPORT
NEWS MEDIA BRANDS  
Rank Network Organization% rating 4/5 (5 pt. scale) 
1The Weather Channel40% 
2WSJ.com39% 
3NYTimes.com36% 
4Weather.com35% 
SPORTS MEDIA BRANDS  
Rank Network Organization% rating 4/5 (5 pt. scale) 
1ESPN52% 
2NBC Sports37% 
3Turner Sports33% 
4MLB Network30% 
    

Source: MyersBizNet Annual Survey of Advertising Executives’ Perceptions: TV & Digital News and Sports Media. 299 total respondents. Conducted November/December, 2013. Full methodology and full list of included organizations are available by request. Premium and Platinum MyersBizNet Members are receiving full detailed reports. Minimum respondent base is required in each category to be included.

If you are receiving this report, you are a registered member to MyersBizNet or are receiving it as part of a registered corporate membership. As a member, Jack responds personally to your e-mails, requests and comments. He is available to speak at your company events. In addition to MyersBizNet Media Business Reports, your membership underwrites MediaBizBloggers.com, Women in Media Mentoring Initiative,MyersBizNet Economic Media Business Report, MyersBizNet Video Media Report, plus our exclusive industry economic forecasts, trend forecasts and corporate performance research. Re-distribution in any form, except among approved individuals within your company, is prohibited. As a member you have full access to all archives and reports at www.jackmyers.com. If you require your ID and password, contact maryann@jackmyers.com

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