Nickelodeon, IGN, WashingtonPost/Newsweek, Discovery, EA, UGO, ESPN and USA Today Rated Tops by Ad Execs for Reaching the Most Engaged Online Audiences
Advertiser and agency executives who spend more than 75% of their time working with online media rank Nickelodeon Online as the #1 website for delivering the most engaged and targeted audiences. Six other TV-based sites are included in the top 15 sites among 52 branded sites rated by 165 respondents to the annual Myers Survey of Advertising Executives on Branded Website Value and Sales Organization Performance. The TV-based sites that ranked highest for delivering the most engaged and targeted audiences are Nickelodeon (75% rate the site 6/7 on a seven point scale), Discovery Digital, ESPN, Hulu, Disney Online, Weather.com, and Scripps Interactive. Google Video was also surprisingly ranked among the top 15. Ad Sales Networks, search sites and portals were included in a separate study and not measured in this Myers evaluation of branded websites. Print-based sites that were ranked by advertiser and agency executives among the top performers for delivering engaged audiences were WashingtonpostNewsweek Interactive, USA Today and Forbes.com. Non-affiliated sites ranked highly among the Top 15 by those respondents who are most involved in online advertising are: IGN Entertainment, UGO, EA Games and WebMD.
Subcribers to Jack MyersMedia Business Report can view the full ranking of 52 sites among total survey respondents, online agency executives, those respondents who met each sites’ respective sales reps, and respondents who spend at least 75% of their time working on online media below. The full survey results, including site performance for seven attributes, are available to 2009 corporate subscribers to the Jack Myers Media Business Report.
| Jack Myers Survey of Advertising Executives on Branded Sites Sales Organization Best Practices | ||||||||
| 2008 / Online Media Sales Organizations: | ||||||||
| Delivers More Targeted & Engaged Audiences | ||||||||
| Based on those who had experience with the online media sales organization in the past 12 months (n/a = base counts with <10 respondents) | ||||||||
| Top 2-Box % (7 point scale, 1=poor performance, 7=excellent performance) | ||||||||
| TOTAL | RESPONSIBILITY | MET REP PAST YR | ONLINE ADVERTISING | |||||
| Total respondents | Online media agency | Yes | 76%+ time online | |||||
| % | RK | % | RK | % | RK | % | RK | |
| Nickelodeon Online Sales | 73.1% | 1 | 75.0% | 1 | 78.3% | 1 | 75.0% | 1 |
| Disney Online | 53.8% | 2 | 38.5% | 20 | 57.9% | 5 | 47.6% | 10 |
| EA Games | 53.8% | 2 | n/a | n/a | 40.0% | 31 | 50.0% | 5 |
| Washingtonpost Newsweek Interactive | 53.1% | 4 | 57.1% | 4 | 53.9% | 8 | 55.6% | 3 |
| Forbes com | 51.9% | 5 | 46.2% | 8 | 60.0% | 3 | 47.6% | 10 |
| Scripps Interactive | 51.6% | 6 | 60.0% | 3 | 55.0% | 6 | 45.8% | 15 |
| Weather com | 51.0% | 7 | 39.3% | 19 | 53.7% | 10 | 47.4% | 12 |
| ESPN Customer Marketing and Sales | 50.0% | 8 | 56.3% | 6 | 50.0% | 15 | 50.0% | 5 |
| IGN Entertainment | 50.0% | 8 | 66.7% | 2 | 52.0% | 13 | 56.3% | 2 |
| WebMD com | 50.0% | 8 | 46.7% | 7 | 50.0% | 15 | 47.4% | 12 |
| Google Video | 48.8% | 11 | 36.8% | 22 | 47.1% | 21 | 46.7% | 14 |
| Hulu com | 48.4% | 12 | 46.2% | 8 | 51.9% | 14 | 47.8% | 9 |
| SI com | 48.1% | 13 | n/a | n/a | 52.9% | 11 | 45.0% | 16 |
| USA Today com | 47.8% | 14 | 41.7% | 15 | 50.0% | 15 | 50.0% | 5 |
| UGO Entertainment | 47.1% | 15 | n/a | n/a | 53.8% | 9 | 53.8% | 4 |
| CNN com | 46.5% | 16 | 42.1% | 14 | 42.4% | 27 | 44.1% | 17 |
| People com | 46.4% | 17 | 44.4% | 12 | 54.2% | 7 | 40.0% | 19 |
| FoxSports com | 45.5% | 18 | n/a | n/a | n/a | n/a | 40.0% | 19 |
| WSJ com Wall Street Journal | 45.5% | 18 | 57.1% | 4 | 52.4% | 12 | 38.5% | 24 |
| Fox Interactive Media | 43.8% | 20 | 33.3% | 23 | 50.0% | 15 | 38.5% | 24 |
| New York Times Digital | 43.8% | 20 | 46.2% | 8 | 40.9% | 30 | 36.0% | 27 |
| Meredith Interactive | 42.9% | 22 | 23.1% | 32 | 61.5% | 2 | 35.3% | 29 |
| Turner Sports and Entertainment Digital | 42.9% | 22 | n/a | n/a | n/a | n/a | 30.0% | 36 |
| 41.3% | 24 | 40.0% | 17 | 49.0% | 20 | 40.0% | 19 | |
| CNET news com TV com | 41.2% | 25 | 30.0% | 27 | 46.4% | 22 | 35.7% | 28 |
| FoxNews com | 40.7% | 26 | 45.5% | 11 | 44.4% | 25 | 33.3% | 32 |
| CBS Digital Media Sportsline CSTV | 40.6% | 27 | 33.3% | 23 | 50.0% | 15 | 40.7% | 18 |
| Discovery Digital Media Sales | 40.0% | 28 | 40.0% | 17 | 60.0% | 3 | 50.0% | 5 |
| The Street com | 40.0% | 28 | n/a | n/a | n/a | n/a | 40.0% | 19 |
| MTV Digital Media | 37.9% | 30 | 43.8% | 13 | 42.3% | 28 | 34.8% | 30 |
| Federated Media | 37.5% | 31 | 41.7% | 15 | 46.2% | 23 | 37.5% | 26 |
| CNNMoney com | 35.7% | 32 | 33.3% | 23 | 41.2% | 29 | 26.1% | 43 |
| You Tube | 35.7% | 32 | 38.5% | 20 | 36.2% | 33 | 34.2% | 31 |
| Time com | 35.3% | 34 | n/a | n/a | 45.5% | 24 | 30.8% | 35 |
| Microsoft Advertising | 34.6% | 35 | 16.7% | 34 | 33.3% | 35 | 27.3% | 39 |
| Gannett Sites | 33.3% | 36 | n/a | n/a | n/a | n/a | 40.0% | 19 |
| HuffingtonPost com | 33.3% | 36 | 30.0% | 27 | 42.9% | 26 | 29.4% | 37 |
| About com | 32.7% | 38 | 30.0% | 27 | 35.1% | 34 | 26.2% | 42 |
| CondeNet | 30.6% | 39 | 31.6% | 26 | 39.3% | 32 | 33.3% | 32 |
| CBS Digital Media CBS News com | 30.2% | 40 | 28.6% | 30 | 31.3% | 38 | 27.8% | 38 |
| AETN com A E History Biography | 30.0% | 41 | n/a | n/a | 30.0% | 39 | n/a | n/a |
| NBC Universal Digital Media | 28.9% | 42 | 22.2% | 33 | 33.3% | 35 | 26.7% | 41 |
| Hearst Magazines Interactive | 27.8% | 43 | n/a | n/a | 33.3% | 35 | 33.3% | 32 |
| Reuters com | 27.3% | 44 | n/a | n/a | n/a | n/a | 27.3% | 39 |
| Time Inc Digital Media | 27.3% | 44 | n/a | n/a | 29.4% | 41 | 22.2% | 44 |
| National Geographic com | 23.1% | 46 | n/a | n/a | 30.0% | 39 | n/a | n/a |
| IAC Advertising Solutions | 21.7% | 47 | 10.0% | 35 | 21.4% | 42 | 18.9% | 46 |
| TV Guide com | 20.0% | 48 | n/a | n/a | n/a | n/a | n/a | n/a |
| ABC Family com | 18.8% | 49 | n/a | n/a | n/a | n/a | 15.4% | 47 |
| ABC Digital and New Media | 17.9% | 50 | 25.9% | 31 | 14.6% | 44 | 19.0% | 45 |
| MarthaStewart com | 16.7% | 51 | n/a | n/a | 16.7% | 43 | 15.4% | 47 |
| MLB com | 10.0% | 52 | n/a | n/a | n/a | n/a | n/a | n/a |
| AVERAGE | 39.0% | 39.9% | 44.5% | 38.2% | ||||
| Source: Myers Survey of Advertising Executives on Branded Sites Sales Organization Best Practices - February 2009 | ||||||||
| Copyright 2009 by Myers Publishing, LLC. May not be reproduced without prior written permission | ||||||||
| A minimum base of respondents was required for inclusion but respondent base for each site and respondent group | ||||||||
| varies and may effect the results and rankings | ||||||||
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…
