NBCU leads 37 leading media company brands in equity value among advertising executives, according to a new report released by MyersBizNet. NBCU’s top ranking as the most valued media brand is based on a study of 750 advertiser and agency executives with media planning, buying and authorization responsibility. While NBCU ranks first overall among media agency executives, who represented 78% of the respondent base, ESPN ranks first for overall brand equity value among marketing decision-makers, with Scripps Networks second and NBCU third. Among those more senior in the business (8+ years), Discovery ranks second behind NBCU. Hulu is the second most valuable media brand overall, ranking second among agency executives and fourth among marketing decision-makers. Disney/ABC ranks third overall and second among brand marketers. MyersBizNet asked survey respondents to evaluate each of 37 companies on seven qualities of brand trust and safety, audience and content value, and organizational equity. NBCU ranked first across total respondents based on its average performance in the seven evaluation categories, weighted based on their importance to the media planning/buying decision-making process.
NBCU’s performance was heavily weighted by the dominant performance in the organizational categories, ranking first for Responsive and Knowledgeable Sales Team and Promotional Partnership Opportunities. Overall across the seven equity value categories, NBCU was rated positively (top 2 box) by 69% of respondents.