In previous Reports, I shared details from the recent Myers Survey of Advertising Executives on the Top 30 TV Networks rated for Value for the Investment and Multi-Platform Brand Extensions and Integration , led respectively by CBS-TV and ESPN. This week's Report focuses on the Top 30 TV Networks based on Quality Sales Team and Customer Service, as evaluated by more than 400 agency and advertiser executives who completed the 27th Annual Myers Survey of Advertising Executives on National TV Value and Sales Organization Performance. The charts below share TOP 30 rankings among total respondents and three respondent groups, based on the percentage of respondents rating each organization 4/5 on a 1-5 scale. (Familiarity with each organization is required to rate that organization.) The full report is available to Jack Myers Media Business Report Premium Members, including ratings and rankings among 16 respondent groups for 65 national TV and selected online organizations. In future weeks, results will be shared on networks' Research Support and Intelligence, Upfront Presentation and Negotiations and Overall Performance.
|TOP 30 PERFORMING TV NETWORK ORGANIZATIONS AMONG 54 RATED TV NETWORKS|
|Quality Sales Team and Customer Service|
|Sales Organization||Total Respondents||Client Executives||TV Planners/Buyers||Digital Planners/Buyers|
|Turner Entertainment Sales (TBS/TNT)||77.9%||1||67.5%||8||80.1%||1||74.0%||5|
|Adult Swim/Cartoon Network||73.7%||4||76.0%||2||73.1%||4||80.9%||1|
|Fox Entertainment Cable Networks (FX, NatGeo)||67.9%||7||63.3%||9||66.2%||8||72.1%||7|
|Fox Sports Networks||66.9%||8||61.7%||11||68.4%||6||67.9%||11|
|MTV Entertainment Group (Comedy Central, Spike, CMT, TV Land)||64.2%||10||69.7%||6||61.9%||14||71.8%||8|
|ESPN Customer Marketing & Sales||64.2%||11||70.7%||5||60.6%||17T||72.7%||6|
|The Weather Channel||60.3%||15||56.5%||17||62.0%||13||68.9%||10|
|NBC Sports Networks||59.5%||16||56.2%||19||60.7%||16||32.1%||44|
|ID - Investigation Discovery||56.7%||19||43.8%||32||60.0%||19||63.7%||16|
|MTV Kids & Family (Nickelodeon)||55.9%||22||54.6%||20||55.8%||25||56.5%||20|
|CBS Sports Networks||55.1%||24||58.6%||14||50.0%||36||66.6%||12|
|A & E||54.2%||26T||44.4%||30||57.4%||22||45.4%||34|
|MTV Music & Logo Group||54.2%||26T||51.8%||23||53.3%||26T||56.7%||19|
|TLC - The Learning Channel||50.0%||28||42.8%||34||52.4%||30||58.6%||18|
|Scripps (HGTV & DIY)||49.7%||30T||51.5%||24||51.2%||32||48.8%||28|
|Scripps (Travel Channel & GAC)||49.7%||30T||48.4%||27||52.6%||29||45.8%||32|
|Source: Jack Myers Media Business Report © 2013|
Turner Broadcasting landed three of the top four sales organizations for Quality Sales Team and Customer Service, and three Fox sales organizations were ranked in the top ten, in the 2012 Myers Survey of Advertising Executives. Discovery Channel was ranked sixth among total respondents, but rose to first ranking among advertiser (client) executives who responded to the survey. Turner's Adult Swim/Cartoon Network organization ranked fourth among total respondents and ranked first among TV buyers/planners with dual digital media responsibility. The sales organizations of CNBC and Fox News performed significantly better among TV buyers/planners than they did among other respondent groups.
Turner Entertainment Sales, which ranked first among total respondents, achieved its success primarily on the strength of its performance among TV buyers/planners, declining to 8th rank among clients and 5th among buyers/planners with digital responsibility.
ABC-TV ranked third among total respondents and TV buyers/planners, dropping to 7th among client executives. CBS-TV ranked fifth among total respondents, but is less well perceived by digital buyers/planners. CNN, CBS Sports Networks, History and Bravo are better perceived among client executives, ranking 13th, 14th, 15th and 16th respectively. The tenth rated sales organization, MTV Entertainment Group, ranked sixth among client executives and 8th among digital buyers/planners. ESPN, which is well-perceived in several categories, declines to 17th rank for Quality Sales Organization among TV buyers/planners.
Regional results often differ significantly, with network organizations such as Scripps, Weather and History rated highly among Midwest respondents, and CBS-TV ranking first in this region. Among West Coast respondents, Adult Swim/Cartoon ranks first followed by ABC-TV and Fox Sports. Respondents' target demographics also impact on perceptions of sales organizations. AMC/We is rated 5th , Univision 11th and HGTV 17th among respondents targeting affluent audiences; Fox-TV Network is ranked 1st among respondents targeting Men 18-49 and 3rd among respondents targeting Females 18-49.
Among 18 national TV syndication, cinema, and digital media organizations, Hulu, Disney/ABC Domestic Television, Pandora, CBS Television Distribution, Warner Bros Domestic TV, Sony Pictures TV, AOL/Huffington Post, You Tube, NBC Universal Television and Vevo were the top performers.
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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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