Disney/ABC, Turner Capture Six of Top 10 TV Sales Organizations
The top five most effective national TV sales organizations, as rated by advertiser and media agency executives, are ESPN Customer Marketing and Sales, ABC-TV, Turner Entertainment Sales, Adult Swim/Cartoon Network and Turner Sports, according to the results of the 29th Annual Myers Survey of Advertising Executives. ABC Family landed the ninth spot among 54 national TV sales organizations. (The Top 30 rated networks as ranked by four respondent groups are shared below.) The full study, available to members of the Myers Media Business Network at www.myersbiz.net, includes 54 national TV organizations and 18 supplemental video sales organizations, with results among 18 individual respondent groups for five evaluation categories. There are significant variables among different respondent groups. Discovery Channel, for example, ranks second among advertiser (client) executives but eighth among agency buyers and planners. MTV Kids and Family ranks fourth among clients but 14th overall. ABC-TV Network ranks first among TV buyers and planners.
Separately, several digital and other national video sales organizations were evaluated for comparative purposes. Separate surveys on digital media sales organizations will be fielded later this year by Myers. Among the 18 additional organizations rated, Hulu was ranked first, followed by Disney ABC Domestic Television, You Tube, Pandora, Clear Channel, CBS Television Distribution, AOL, Warner Bros Domestic TV, NBC Universal Television and Sony Pictures TV. Overall, ad executives positively rate the sales support services provided by the TV industry. In previous Jack Myers Media Business Reports, details were shared from the Myers Surveyon the Top 30 TV Networks rated for Quality of Sales Organization and Customer Service, Value for the Investment, Effective Upfront Presentations and Negotiations, Multi-Platform Brand Extensions and Integration and Research Research/Intelligence Support. These performance categories were led respectively by Turner Entertainment Sales, CBS-TV, Fox-TV and ESPN. The results below reflect the average for each network of the five performance categories, based on percentage of respondents rating each organization 4/5 on a five point scale. For additional details, members can contact jack@myersbiz.net.
| TOP 30 PERFORMING TV NETWORK ORGANIZATIONS AMONG 54 RATED TV NETWORKS | ||||||||
| Overall* | ||||||||
| Sales Organization | Total Respondents | Client Executives | TV Planners/Buyers | Digital Planners/Buyers | ||||
| % | Rank | % | Rank | % | Rank | % | Rank | |
| ESPN Customer Marketing & Sales | 68.8% | 1 | 69.7% | 1 | 67.5% | 2 | 70.9% | 1 |
| ABC-TV | 68.7% | 2 | 57.8% | 9 | 71.1% | 1 | 68.6% | 3 |
| Turner Entertainment Sales (TBS/TNT) | 65.3% | 3 | 58.3% | 7 | 66.8% | 3 | 62.5% | 7 |
| Adult Swim/Cartoon Network | 64.9% | 4 | 61.2% | 5 | 65.3% | 5 | 69.8% | 2 |
| Turner Sports | 63.8% | 5 | 55.4% | 12 | 66.0% | 4 | 64.4% | 5 |
| Discovery Channel | 62.6% | 6 | 69.5% | 2 | 61.4% | 8 | 65.0% | 4 |
| CBS-TV | 61.8% | 7 | 60.9% | 6 | 62.3% | 7 | 57.9% | 10 |
| MTV Entertainment Group (Comedy Central, Spike, CMT, TV Land) | 61.2% | 8 | 66.6% | 3 | 58.8% | 11 | 63.4% | 6 |
| ABC Family | 60.2% | 9 | 57.8% | 8 | 60.8% | 10 | 51.2% | 19 |
| FOX-TV | 60.1% | 10 | 50.1% | 18 | 62.4% | 6 | 57.3% | 11 |
| The Weather Channel | 59.1% | 11 | 49.2% | 21 | 61.3% | 9 | 61.3% | 8 |
| Fox Entertainment Cable Networks (FX, NatGeo) | 58.2% | 12 | 56.0% | 11 | 57.0% | 12 | 55.0% | 15 |
| Fox Sports Networks | 55.8% | 13 | 49.6% | 20 | 56.6% | 14 | 56.4% | 14 |
| MTV Kids & Family (Nickelodeon) | 55.7% | 14 | 64.5% | 4 | 51.6% | 22 | 58.5% | 9 |
| Univision | 53.4% | 15 | 53.1% | 13 | 56.8% | 13 | 45.6% | 25 |
| NBC Sports Networks | 53.3% | 16 | 56.3% | 10 | 52.6% | 19T | 38.7% | 36 |
| Bravo | 53.2% | 17 | 50.3% | 17 | 53.5% | 16 | 48.3% | 21 |
| History Channel | 52.0% | 18 | 49.7% | 19 | 52.6% | 19T | 39.0% | 35 |
| Scripps (Food Network & Cooking Channel) | 51.3% | 19 | 47.5% | 23 | 53.2% | 17 | 56.7% | 12 |
| USA | 51.0% | 20 | 37.3% | 36 | 53.7% | 15 | 42.6% | 29 |
| Scripps (HGTV & DIY) | 50.6% | 21 | 43.3% | 27 | 53.0% | 18 | 56.6% | 13 |
| MTV Music & Logo Group | 50.5% | 22 | 50.8% | 16 | 49.6% | 24 | 51.8% | 18 |
| AMC/WE/IFC | 49.9% | 23 | 49.0% | 22 | 49.5% | 25 | 41.1% | 30 |
| A & E | 49.2% | 24 | 45.9% | 25 | 51.1% | 23 | 39.9% | 33 |
| CBS Sports Networks | 47.8% | 25 | 50.8% | 15 | 44.0% | 31 | 53.3% | 16 |
| Fox News | 46.5% | 26 | 21.5% | 45 | 52.5% | 21 | 40.8% | 31 |
| Scripps (Travel Channel & GAC) | 46.5% | 27 | 43.8% | 26 | 48.9% | 26 | 46.1% | 24 |
| CNN Networks | 45.2% | 28 | 51.6% | 14 | 44.3% | 29 | 46.7% | 23 |
| TLC - The Learning Channel | 45.0% | 29 | 41.4% | 31 | 45.4% | 27 | 53.2% | 17 |
| NBC-TV | 44.7% | 30 | 41.5% | 30 | 43.3% | 32 | 47.9% | 22 |
| Source: Jack Myers Media Business Report © 2013 | ||||||||
| *Based on percentage of qualifying respondents rating each organization 4/5. On a 5 point scale, averaging percentages in | ||||||||
| five performance categories. Categories were equally weighted and are: Quality of Sales Organization and Customer Service, | ||||||||
| Value for the Investment, Effective Upfront Presentations and Negotiations, Multi-Platform Brand Extensions and Integration and | ||||||||
| Research Research/Intelligence Support. Detailed 1-5 ratings are available to Premium Members of the Myers Media Business Network. | ||||||||
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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…
