Buying, selling, and planning algorithms may lead to smarter and more efficient media, but they often ignore ROI value and effectiveness. Brand equity research informs the marketing of nearly every B2C and B2B category except one: media, of course. As the leader in measuring media brand equity, The Myers Report is on a mission to elevate the importance of educating both buyers and sellers on undervalued (and overvalued) media brand attributes. This often takes me down wormholes of data, searching for relevant insights. But, when discovered, these insights can be game-changing. Consider A+E Networks — home of A&E, HISTORY, and Lifetime. It may not be a surprise that viewers express far more brand love toward those networks than advertising professionals do and that much of the disconnect is driven by ageism. What is less obvious is just how destructive that differential is to the industry.
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