TV.com, Weather.com, TVGuide.com and Turner Lead TV Online Sales Efforts. Google Video Among Market Leaders

Jack Myers Think TankIn the annual Myers Survey of Advertising Executives on Client Satisfaction with Online Media Value ampamp Online Sales Organization Performance the television and video category included 26 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 licensed sales to Tremor Media in May this study was fielded in JuneJuly among those who are familiar with them they received the highest Overall Performance Power Score 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 all 125 sites ranked in this year39s 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 category Additional details are available at jackmyerscomPrior to asking about specific websites we asked respondents for their unaided recall of quotonline media sales organizations that provide the best overall support for your marketing and media buying needsquot Overall there was low unaided mention of the TV and video sites Weathercom had 14 unaided recall which was ranked 5 behind the portals Scripps was mentioned by 7 of our respondent NBC by 6 and CBS by 4amp8226 USAGE BY ADVERTISERS Usage of TV and video sites 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 3907 than 3906 potentially explaining their decreased rankingamp8226 MEETING WITH SALES REP Similarly a much larger proportion of our respondents met with a rep in the past twelve months than in our 2006 study CBScom doubled their penetration in the advertising community 60 of our respondents met with a rep in 3907 versus only 30 in 3906 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 64 among those who did meet with a repamp8226 POWER SCORE 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 percentageMyers 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 makersAmong the top 12 ranked web sites each had significant increases in their Overall Performance Power Score over 2006 with the exception of Weathercom directional decrease and Scripps Interactive directional increase Brightcove Videoegg and Kaboose are less known web sites currently but worth watching over time due to their relatively high perceptions in the marketplaceamp8226 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 22amp8226 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 amp8226 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 amp8226 ONLINE SPECIALISTS Not surprisingly those who spend less than 75 of their time focused on online media 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 don39t 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 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 amp160The complete set of results can be found in the full reportAdditional details are available at jackmyerscom

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TV.com, Weather.com, TVGuide.com and Turner Lead TV Online Sales Efforts. Google Video Among Market Leaders

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