Nickelodeon, IGN, WashingtonPost/Newsweek, Discovery, EA, UGO, ESPN and USA Today Rated Tops by Ad Execs for Reaching the Most Engaged Online Audiences

By The Myers Report Archives
Cover image for  article: 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 Myers Media 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
 Facebook 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              
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