Turner, Viacom Battle it Out with Twitter & Facebook as Upfront Looms

By The Myers Report Archives
Cover image for  article: Turner, Viacom Battle it Out with Twitter & Facebook as Upfront Looms

Turner Entertainment Digital leads ten top broadcast, cable and digital social media groups in the most recent MyersBizNet survey of advertisers’ perceptions, ranking first for customer service, innovation and presentations. Among the ten companies, Facebook ranks first for value and advanced research insights. ABC Digital ranks first for quality content. Twitter ranks second for customer service, value, innovation, and advanced research. Viacom Kids & Family ranks second for presentations and advanced research. The full detailed reports have been released to MyersBizNet Premium and Platinum members who are included in the report.

Three hundred agency and advertiser decision-makers rated the 10 select broadcast, cable and social media brands on their comparative performance in six categories, using a 1 to 5 evaluation. The study was designed to provide an overview of perceptions toward Facebook and Twitter in comparison to selected leading TV brands. Separate studies have been conducted on all major TV and digital companies and been provided to MyersBizNet members. Rankings are based on the percent of respondents rating each organization 4/5 on the five point scale. Multiple respondent groups are evaluated and included in the detailed reports. On an overall composite basis, only Turner generated positive feedback by more than 50% of respondents. The respondent base for Twitter was unstable, although large enough to meet minimum reporting standards. Seventy-five percent of respondents rated Turner Entertainment 4/5 for Quality Sales Team and Customer Service, compared to 63% for Twitter and 52% for Facebook. Also included in the report are Viacom, Scripps Interactive, ABC Digital, Fox Interactive, CBS Interactive and NBC Digital Media.

Following are highlights from the report. In the next weeks, MyersBizNet will release results from new surveys of advertising executives on TV syndication, music sites and cinema. In the full report, details are included on several respondent groups based on responsibility, tenure in the business, office location, business category, demographic targets and gender.

2014 Advertiser & Agency Perceptions Survey
Major TV & Social Media Organizations
   
TOP Major TV & Social Media Organizations  
(Among 10 organizations measured and reported) 
CATEGORY:OVERALL 
MAJOR TV & SOCIAL MEDIA
Rank Network Organization% rating 4/5 (5 pt. scale)
1Turner Entertainment Digital51%
2TTwitter*49%
2TFacebook45%
4Viacom Media Networks & Entertainment42%
5TScripps Interactive41%
5TViacom Kids & Family41%
Additional organizations included in the survey were ABC Digital, CBS Interactive, Fox Interactive, and NBC Digital Media
CATEGORY: QUALITY SALES TEAM AND CUSTOMER SERVICE
MAJOR TV & SOCIAL MEDIA
Rank Network Organization% rating 4/5 (5 pt. scale)
1Turner Entertainment75%
2Twitter*63%
3Facebook52%
4Viacom Entertainment47%
CATEGORY: DELIVERS VALUE FOR THE INVESTMENT
MAJOR TV & SOCIAL MEDIA
Rank Network Organization% rating 4/5 (5 pt. scale)
1Facebook48%
2Turner Entertainment44%
3Twitter*44%
4Scripps Interactive40%
CATEGORY: PROVIDES INNOVATIVE AND CREATIVE OPPORTUNITIES
MAJOR TV & SOCIAL MEDIA
Rank Network Organization% rating 4/5 (5 pt. scale)
1Turner Entertainment59%
2Twitter*54%
3Viacom Entertainment52%
4Scripps Interactive51%
CATEGORY: EFFECTIVE PRESENTATIONS & NEGOTIATING SKILLS
MAJOR TV & SOCIAL MEDIA
Rank Network Organization% rating 4/5 (5 pt. scale)
1TTurner Entertainment54%
1TViacom Kids & Family46%
3Scripps Interactive45%
4TTwitter*44%
4TViacom Entertainment44%
CATEGORY: QUALITY OF CONTENT JUSTIFIES PREMIUM PRICING
MAJOR TV & SOCIAL MEDIA
Rank Network Organization% rating 4/5 (5 pt. scale)
1ABC Digital42%
2TTurner Entertainment39%
2TTwitter*39%
4Scripps Interactive34%
CATEGORY: PROVIDES ADVANCED RESEARCH INSIGHTS & SUPPORT
MAJOR TV & SOCIAL MEDIA
Rank Network Organization% rating 4/5 (5 pt. scale)
1Facebook60%
2Twitter*51%
3Viacom Kids & Family46%
4TFox Interactive*41%
4TViacom Entertainment41%
   

Source: MyersBizNet Annual Survey of Advertising Executives’ Perceptions on Major TV & Social Media Organizations:. 299 total respondents. Conducted November/December, 2013. Full methodology and full list of included organizations are available by request. Premium and Platinum MyersBizNet Members are receiving full detailed reports. Minimum respondent base is required in each category to be included.

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