Turner Rates #1 for Overall Value Among TV Sites. TV.com, TVGuide.com, Brightcove and Weather.com Top Sales Efforts

Results from Myers Survey of Advertising Executives In the Sixth Annual Myers Survey of Advertising Executives on Online Sales Organization Performance the television and video category included 25 sites ranging from traditional television networks video entrants from portals including Google Video and YouTube and standalone video websites like Videoegg and Brightcove Although Brightcove is a less known brand and its sales were taken over shortly after the completion of this survey by Tremor Media among those limited number of respondents who are familiar with them they received the highest Overall Performance Power Score in the study which was fielded in June TVcom and Weathercom had nearly identical scores and were ranked second and third in this category with TVGuidecom and Turner Interactive ranked 4th and 5th Across all sites analyzed in 2006 Weathercom was ranked first Among the 125 sites ranked in this yearsamp8217 survey Weathercom is ranked five Television and video sites fared well overall amp8211 three of the top ten rated web sites across all sites in the survey are in this categoryamp8226 USAGE BY ADVERTISERS Usage of TV and video sites in ad schedules has increased dramatically since 2006 Only 27 of our respondents claimed to use CBScom for their media buys in 2006 while 58 used them in 2007 ABC Digital Media and YouTubecom were not measured in 2006 Over half of our respondents used each of these sites in the past twelve months Weathercom was the only top site in this category that received slightly less usage in amp821707 than amp821706 potentially explaining their decreased ranking Clearly this suggests upside for Discovery Turner and other television related video sites especially as video standards are established see JackMyerscom amp160 use 3907 use 3906 CBS Digital Media CBScomamp160 58 27 MTV Digital Music and Mediaamp160 52 33 Weathercomamp160 52 52 Scripps Interactive HGTV Foodamp160 51 38 ABC Digital Mediaamp160 50 YouTubeamp160 50 Nickelodeon Online Salesamp160 45 22 Disney Onlineamp160 44 25 NBC Universal Digital Mediaamp160 41 15 Foxcomamp160 40 23 Turner Interactiveamp160 38 22 Google Videoamp160 34 Discovery Communicationsamp160 33 32 amp160amp8226 MEETING WITH SALES REP Similarly a much larger percentage of our respondents met with a rep of individual sales organizations in the past twelve months than reported in our 2006 study CBScom doubled their penetration in the advertising community 60 of our respondents met with a rep in amp821707 versus only 30 in amp821706 Along with the Google acquisition came instant visibility of YouTubecom in the marketplace Over half of our respondents met with a YouTubecom rep in the past year and 40 met with a Google Video rep ABC Digital has also made a much larger footprint in the marketplace The two major TV and video sites that did not significantly increase their presence with sales reps year over year were Weathercom still the second highest reach among reps and Discovery Communications These inperson meetings can have a huge impact on perceptions of the web sites For Weathercom those who did not meet with a sales rep gave it an average power score of 20 versus those who did meet with a rep who gave the organization a power score of 64 amp160 met rep 3907 met rep 3906 CBS Digital Media CBScomamp160 60 30 Weathercomamp160 57 53 MTV Digital Music and Mediaamp160 52 30 YouTubeamp160 52 amp160 NBC Universal Digital Mediaamp160 49 28 Scripps Interactive HGTV Foodamp160 46 38 Disney Onlineamp160 44 26 ABC Digital Mediaamp160 41 amp160 Google Videoamp160 40 amp160 Turner Interactiveamp160 40 25 Nickelodeon Online Salesamp160 40 23 Foxcomamp160 39 30 Discovery Communicationsamp160 35 32 amp160POWER SCORE Myers Power Scores provide a unique view of the overall performance of each site across all attributes with attributes weighted according to their importance and influence on the media planning and buying process These scores were used to determine the sales organizations that have the highest quality relationships with advertisers and media decision makers The Overall Performance Power Score attributes evaluated include Sales Reps are responsive to my needs and interests Sales Reps have knowledge of product content ampamp competition Organization delivers on promises Organization offers valuable nontraditional opportunities Overall value of the relationship to You amp8226 Among the top 10 ranked web sites each had significant increases in their Overall Performance Power Score over 2006 with the exception of Weathercom and Scripps Interactive Brightcove Videoegg and Kaboose are less known web sites but worth watching over time due to their relatively high perceptions in the marketplace Several other sites were also rated but not included in this summary amp160 3907 Power Score 3906 Power Score TVcom CNETamp160 54 29 Weathercomamp160 54 58 TVGuidecomamp160 52 14 Turner Interactiveamp160 52 38 Google Videoamp160 49 amp160 Scripps Interactive HGTV Foodamp160 45 43 Nickelodeon Online Salesamp160 45 32 CBS Digital Media CBScomamp160 42 24 Kaboosecomamp160 42 amp160 NBC Universal Digital Media t 41 17 Videoegg t 41 amp160 amp160amp8226 AVERAGE ATTRIBUTE RATINGS The average ratings for each attribute was higher for TV and video sites than the average for portals and search engines Across the five attributes rated for each website knowledge of products content and competition and responsiveness of sales reps rated higher on average across the 25 sites included in this category than the other attributes 43 and 42 top two box respectively 35 gave a top two box rating for overall value of the relationship to you while 34 had a top two box rating for the organization delivering on promises The average top two box rating for organization offers valuable nontraditional opportunities was 38 Perhaps it is easier to provide out of the box opportunities on TV and video sites For portals and search engines which may be less flexible in their offering the average top two box for this attribute was only 22 amp8226 ATTRIBUTE RANKINGS There was some variability in terms of the top ranked sites for each attribute Both Weathercom and TVcom ranked in the top five across all attributes except for offering nontraditional opportunities Among their smaller but satisfied user base Brightcove ranked in the top five on all attributes except for keeps promises TVGuidecom ranked in the top five for nontraditional opportunities keeps promises and responsiveness It is interesting to note that TVGuidecom is the only traditional media company that is ranked in the top five for nontraditional opportunities in the TV and video category Videoegg was ranked number one for knowledge of products This is an opportunity for traditional media companies to improve their marketplace perceptions amp160 Reps39amp160 Reps39amp160 Delivers on Overall NonTraditional Rank Knowledge amp160Responsiveness Promises Value Opps 1 Videoegg TVcom CNETamp160 Weathercomamp160 Turner Interactiveamp160 Brightcoveamp160 2 Weathercomamp160 TVGuidecomamp160 TVcom CNETamp160 Brightcoveamp160 TVGuidecomamp160 amp160amp8226 RESPONSIVENESS Several TV and Video Web Sites increased the proportion of respondents who rated them top two box on responsiveness of sales reps from the 2006 survey TVcom TVGuidecom Comcast and NBC Universal doubled their percentage of top two box responses amp160 Responsiveness 3907 Responsiveness 3906 TVcom CNETamp160 64 33 TVGuidecomamp160 57 25 Weathercomamp160 55 65 Scripps Interactive HGTV Foodamp160 53 49 Turner Interactiveamp160 52 38 CBS Digital Media CBScomamp160 49 30 Foxcomamp160 46 33 Comcast Network Sales E Style G4Tech OLNamp160 45 17 NBC Universal Digital Mediaamp160 43 21 amp160amp8226 OVERALL VALUE Turner Interactive had the highest rating on this attribute at 53 increasing significantly from 2006 TVGuidecom had a dramatic increase in the percentage of respondents who gave them a top two box rating on overall value of the relationship to you nearly quadrupling their percentage from 11 to 43 in 2007 Comcast had a nearly as impressive increase from 10 in 2006 to 35 in 2007 The only top ranked web site that saw a decline year over year was Weathercom amp160 Overall Value 3907 Overall Value 3906 Turner Interactiveamp160 53 37 Weathercomamp160 47 56 TVcom CNETamp160 46 21 Nickelodeon Online Salesamp160 44 23 Scripps Interactive HGTV Foodamp160 44 38 TVGuidecomamp160 43 11 CBS Digital Media CBScomamp160 39 20 MTV Digital Music and Mediaamp160 38 29 Comcast Network Sales E Style G4Tech OLNamp160 35 10 amp160amp8226 ONLINE SPECIALISTS Interestingly those who spend less than 75 of their time focused on online media in general had higher power scores for most of the TV and Video websites For example the Overall Performance Power Score for Weathercom among our respondents who spend less than 75 of their time with online media was 61 compared to 49 among those who spend more than 75 of their time with online media For Turner Interactive the split was 60 versus 44 among online specialists and for Scripps Interactive the Overall Performance Power Score were 58 versus 35 for online specialists TV and Video is a category where clients media planners and buyers may have relationships with television reps that create a halo effect in the online space For online pure plays those relationships donamp8217t exist Online specialists rated Google Video higher 53 Overall Performance Power Score than those who spend less than 75 of their time focused on online media 43 Overall Performance Power ScoreThe complete set of results can be found in the full report Further details available at JackMyerscomThe sales organizations of one hundred twenty five 125 websites were evaluated for the 2007 Myers Survey of Advertising Executives Respondents evaluated each sales organization on five attributes using a one to seven scale with one representing extremely poor performance and seven representing excellent performance The performance rankings incorporated into this report are based on the percent of respondents who rated each organization quot6quot or quot7quot on the seven point scale also referred to as top 2 box percentagePrior to asking about specific websites we asked respondents for their unaided recall of amp8220online media sales organizations that provide the best overall support for your marketing and media buying needsamp8221 Overall there was low unaided mention of the TV and video sites Weathercom had 14 unaided recall which was ranked 5 behind all of the portals Scripps was mentioned by 7 of our respondent NBC by 6 and CBS by 4 The Myers Power Score attributes evaluated in 2006 differed slightly from 2007 2006 attributes included Sales Rep Accessibility and Responsiveness Overall Stewardship of Schedule Quality and Value of Presentations and Support Materials Sales Creativity and Marketing Support and Overall Value of the Relationship to YouClick on this link for a readable Power Score Chart

CLICK TO DOWNLOAD THE MYERS REPORT RESEARCH & WHITEPAPERS

Turner Rates #1 for Overall Value Among TV Sites. TV.com, TVGuide.com, Brightcove and Weather.com Top Sales Efforts

Author

Publish date

Channel

Jack Myers

Hispanic Leadership Roundtable: Inclusion, Mentorship, and Building the Next Generation (Video) - By Juan Ayala

More Videos:

CLICK TO DOWNLOAD THE MYERS REPORT RESEARCH & WHITEPAPERS

Turner Rates #1 for Overall Value Among TV Sites. TV.com, TVGuide.com, Brightcove and Weather.com Top Sales Efforts

Enjoying This Commentary? There's More to Love

Jack Myers

Hispanic Leadership Roundtable: Inclusion, Mentorship, and Building the Next Generation (Video) - By Juan Ayala

The payment was successful

Cookies