Disney, Turner and Fox Dominate Top Ten Network TV Ad Values, But CBS Ranked #1 TV Value
Jack Myers Media Business Report
27th Annual Survey of Advertising Executives on TV Networks Value and Sales Organization Performance
TOP 30 PERFORMING TV NETWORK ORGANIZATIONS AMONG 54 RATED TV NETWORKS
VALUE FOR THE INVESTMENT
Other categories measured and included in the full report for subscribers are Quality Sales Team and Customer Service, Effective Upfront Presentation and Negotiations, Multi-Platform Brand Extensions and Integration, Relevant Research Support and Intelligence. The full report includes details on 54 TV networks and 18 other national TV and online video companies, and provides results for 16 total respondent categories.
Read Jack Myers' Overview and Perspectives Below
See Below for TOP 10 PERFORMING OTHER NATIONAL TV AND ONLINE ORGANIZATIONS VALUE FOR THE INVESTMENT
Percentages and rankings based on percent of total respondents who have a relationship with the organization rating that organization 4/5 on a five point scale of performance (market leader/market achiever)
| TOP 30 PERFORMING TV NETWORK ORGANIZATIONS AMONG 54 RATED TV NETWORKS | ||||||||
| VALUE FOR THE INVESTMENT | ||||||||
| Sales Organization | Total Respondents | Client Executives | TV Planners/Buyers | Digital Planners/Buyers | ||||
| % | Rank | % | Rank | % | Rank | % | Rank | |
| CBS-TV | 74.8% | 1 | 74.2% | 1 | 75.1% | 1 | 68.1% | 3 |
| ABC-TV | 68.6% | 2 | 60.7% | 8 | 69.7% | 3 | 62.7% | 6 |
| Turner Sports | 67.4% | 3 | 57.6% | 13 | 70.4% | 2 | 69.7% | 2 |
| Adult Swim/Cartoon Network | 66.9% | 4 | 64.0% | 4 | 66.1% | 5 | 70.7% | 1 |
| Fox Sports Networks | 66.4% | 5 | 58.9% | 12 | 68.7% | 4 | 67.8% | 4 |
| Fox Entertainment Cable Networks (FX, NatGeo) | 64.7% | 6 | 50.0% | 19 | 65.9% | 6 | 61.0% | 7 |
| Turner Entertainment Sales (TBS/TNT) | 63.6% | 7 | 60.0% | 9T | 62.9% | 7 | 66.7% | 5 |
| ABC Family | 62.2% | 8 | 71.5% | 2 | 60.1% | 12 | 48.8% | 23 |
| ESPN Customer Marketing & Sales | 61.5% | 9 | 59.5% | 11 | 62.7% | 8 | 56.8% | 10 |
| USA | 60.3% | 10 | 48.6% | 20 | 61.5% | 10 | 55.1% | 13T |
| History Channel | 58.3% | 11 | 45.7% | 25 | 61.9% | 9 | 41.5% | 30 |
| ID - Investigation Discovery | 57.4% | 12 | 43.8% | 26 | 59.8% | 13 | 55.0% | 15 |
| CBS Sports Networks | 57.2% | 13 | 65.5% | 3 | 53.2% | 18 | 52.4% | 19 |
| Discovery Channel | 56.4% | 14 | 63.1% | 6 | 55.3% | 16 | 57.5% | 9 |
| Fox News | 55.1% | 15 | 21.0% | 46 | 61.2% | 11 | 53.8% | 17 |
| FOX-TV | 54.3% | 16 | 47.4% | 22 | 57.6% | 14 | 55.3% | 12 |
| AMC/WE/IFC | 53.9% | 17 | 56.7% | 15 | 53.1% | 19 | 42.8% | 28 |
| A & E | 53.7% | 18 | 45.9% | 24 | 56.8% | 15 | 39.6% | 31 |
| MTV Entertainment Group (Comedy Central, Spike, CMT, TV Land) | 53.1% | 19 | 54.6% | 16T | 51.3% | 20 | 52.2% | 20T |
| NBC Sports Networks | 51.5% | 20 | 62.5% | 7 | 48.7% | 24 | 39.2% | 33 |
| The Weather Channel | 51.0% | 21 | 43.5% | 27 | 49.6% | 22 | 55.1% | 13T |
| Scripps (HGTV & DIY) | 49.8% | 22 | 36.4% | 36T | 53.6% | 17 | 52.2% | 20T |
| Syfy | 49.1% | 23 | 47.7% | 21 | 48.9% | 23 | 53.3% | 18 |
| BBC America | 48.2% | 24 | 60.0% | 9T | 43.9% | 29 | 43.4% | 26 |
| Univision | 48.1% | 25 | 57.6% | 14 | 48.2% | 26 | 32.0% | 43 |
| Scripps (Food Network & Cooking Channel) | 47.6% | 26 | 40.6% | 30 | 49.7% | 21 | 54.1% | 16 |
| MTV Kids & Family (Nickelodeon) | 46.6% | 27 | 63.6% | 5 | 40.7% | 34 | 37.5% | 35 |
| MSNBC | 45.5% | 28 | 35.0% | 39 | 44.6% | 27 | 56.5% | 11 |
| ION Media Networks | 44.6% | 29 | 33.4% | 40 | 48.6% | 25 | 38.9% | 34 |
| Bravo | 44.2% | 30 | 41.6% | 29 | 44.0% | 28 | 46.8% | 24 |
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
Especially impressive performance by Turner Entertainment and Sports networks, Disney Networks and Fox Cable Networks stand out in this year's Myers Report on National TV Value for the Investment. CBS-TV ranks first for value among both client executives and agency TV buyers/planners, while CBS Sports was ranked third by advertiser client executives. ABC Family jumped from 8th rank overall to second among client executives. Turner's Adult Swim/Cartoon Network was ranked first among TV buyers/planners who also have digital responsibilities. The full report includes comparative rankings for 16 respondent groups, including demographic targets, locale, gender and years in the business.
The highest ranking NBCU network is USA, capturing tenth rank, followed by AETN's History Channel. Emerging from the pack this year to capture Discovery Networks' top rank was ID- Investigation Discovery. MTV Kids and family jumped up from 27th rank overall to fifth rank among advertiser clients. Perceptions of Scripps' HGTV and Food Channel value for the investment are significantly improved among Midwest respondents. Results for Univision and Telemundo do not reflect their perceived value among respondents purchasing Hispanic media; a separate report evaluating these respondents is available to subscribers.
Among the 18 other national TV and online media included in the study but not in this report, the top performing companies for Value for the Investment follow.
TOP 10 PERFORMING OTHER NATIONAL TV AND ONLINE ORGANIZATIONS
VALUE FOR THE INVESTMENT
Other categories measured and included in the full report for subscribers are Quality Sales Team and Customer Service, Effective Upfront Presentation and Negotiations, Multi-Platform Brand Extensions and Integration, Relevant Research Support and Intelligence. The full report includes details on 54 TV networks and 18 other national TV and online video companies, and provides results for 16 total respondent categories. A separate survey of advertising executives on online and mobile media companies will be conducted in February/March.
Percentages and rankings based on percent of total respondents who have a relationship with the organization rating that organization 4/5 on a five point scale of performance (market leader/market achiever)
| TOP 10 PERFORMING OTHER NATIONAL TV AND ONLINE ORGANIZATIONS | ||||||||
| VALUE FOR THE INVESTMENT | ||||||||
| Sales Organization | Total Respondents | Client Executives | TV Planners/Buyers | Digital Planners/Buyers | ||||
| % | Rank | % | Rank | % | Rank | % | Rank | |
| Pandora | 71.1% | 1 | 64.3% | 2 | 74.4% | 1 | 74.5% | 1 |
| YouTube | 67.7% | 2 | 71.9% | 1 | 67.7% | 4 | 61.1% | 4 |
| Disney ABC Domestic Television | 67.5% | 3 | 50.0% | 8T | 71.3% | 2 | 47.8% | 9 |
| CBS Television Distribution | 65.1% | 4 | 55.0% | 5 | 68.7% | 3 | 63.6% | 3 |
| Hulu | 62.3% | 5 | 58.1% | 4 | 62.3% | 6 | 50.0% | 8 |
| Clear Channel/iheartradio | 62.1% | 6 | 60.8% | 3 | 59.5% | 9 | 53.8% | 5 |
| Warner Bros Domestic TV | 61.6% | 7 | 28.6% | 13 | 64.4% | 5 | na | na |
| 20th Television | 59.3% | 8T | na | na | 61.6% | 7 | na | na |
| Sony Pictures Television | 59.3% | 8T | na | na | 60.3% | 8 | na | na |
| AOL/Huffington Post | 55.7% | 10 | 54.6% | 6 | 56.4% | 10 | 51.3% | 7 |
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
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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…
