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 30^th 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.

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.

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