Upfront: Where’s the Value?
As Upfront/Newfront presentations and parties wind to a close this week and the deal-makers get down to business, which television companies are best positioned to capture share? In the MyersBizNet annual survey of advertising executives released earlier this year, 300 agency and advertiser decision-makers rated 70 TV organizations on six performance criteria, including “network(s) deliver value for the investment.” Based on respondents rating each network 4/5 on a five point scale, Hispanic competitors Univision and NBCU Hispanic (Telemundo) are especially well positioned, along with national TV syndication companies, cinema and sports media. Among cable networks, ABC Family, Viacom Music & Entertainment, Turner Young Adults (Emerging Consumers) and AMC/We/IFC were rated as having the greatest perceived value for the investment.
Among broadcast networks, CBS-TV was highest rated. Following are the networks and TV media companies that were rated as market leaders (top-2 box) by 50% or more of the MyersBizNet survey respondents with which they have a relationship. Additional details focused on specific respondent groups (responsibility, region, demo targets, business category, years in business) have been provided to MyersBizNet member companies. For example, among client (advertiser) executives, A&E, CBS-TV and CBS News are perceived significantly more positively. It’s important to state the obvious: many factors enter into the Upfront buying and planning process, with this year’s negotiations being impacted by several new variables, especially game-changing data from multiple sources. The MyersBizNet survey results are used only for guidance and insight into advertisers’ perceptions; much like reading a handicapper’s picks before the horses leave the paddock.
| MyersBizNet | |||
| 2015 Survey of Advertising Executives | |||
| Category | Delivers Value for the Investment | TOTAL | |
| Percent Rating 4/5 | |||
| On 5 Point Scale | |||
| Hispanic Networks | Univision | 73.00% | 1 |
| Hispanic Networks | NBCU Hispanic- (Telemundo, Mun2) | 72.50% | 2 |
| Syndication | Warner Brothers Brand Networks | 67.20% | 3 |
| Sports | Turner Sports | 66.90% | 4 |
| Cable | ABC Family | 62.80% | 5 |
| Syndication | NBC Universal Television (syndication) | 62.40% | 6 |
| Sports & News | NBCU Live Group-(Sports/News) | 62.20% | 7 |
| Cinema | NCM (National Cinemedia) / Screenvision | 61.50% | 8 |
| Syndication | 20th Television | 61.00% | 9 |
| Cable | Viacom Music & Entertainment Marketing Group | 60.30% | 10 |
| Cable | Turner Young Adults (truTV, Adult Swim & Cartoon Network) | 59.00% | 11 |
| Cable | AMC/WE/IFC | 58.90% | 12 |
| Sports | CBS Sports | 58.20% | 13 |
| Cable | Nickelodeon Kids & Family Group | 58.10% | 14 |
| Broadcast | CBS-TV | 56.50% | 15 |
| Syndication | CBS Syndication/Paramount Pictures | 56.40% | 16 |
| Cable | Disney Media (Disney Channel, Disney XD & Disney Junior) | 56.00% | 17T |
| Sports | ESPN Customer Marketing & Sales | 56.00% | 17T |
| Syndication | Disney*ABC Domestic Television | 55.60% | 19 |
| Cable | A & E | 55.10% | 20 |
| Cable | Turner Entertainment Sales (TBS/TNT) | 54.70% | 21 |
| Digital (TV Content) | Hulu | 54.60% | 22 |
| Broadcast | ABC-TV | 54.40% | 23 |
| Cable | Discovery Channel | 52.70% | 24 |
| Syndication | Sony Pictures Television | 52.10% | 25 |
| Cable | BBC America | 51.80% | 26T |
| Cable | Crown Media (Hallmark Channel) | 51.80% | 26T |
| Cable | History Channel | 51.60% | 28T |
| Cable | ID - Investigation Discovery | 51.60% | 28T |
| Cable | Scripps (Travel Channel & GAC) | 51.50% | 30T |
| News | ABC News | 51.50% | 30T |
| Broadcast | ION Media Networks | 50.00% | 32 |
| Source: MyersBizNet Survey of Advertising Executives conducted first quarter, 2015. Detailed results and methodology are available by request to MyersBizNet member companies. © Contents copyright MyersBizNet Inc 2015. | |||
Jack Myers
Media Ecologist, Founder: MediaVillage and Advancing Diversity Hall of Honors Jack Myers is a media ecologist and founder of MediaVillage, the media and advertising community’s leading resource for market intelligence, education, business connection…
