Upfront: Where’s the Value?

By The Myers Report Archives
Cover image for  article: 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.

2015 Survey of Advertising Executives 
CategoryDelivers Value for the Investment TOTAL
Percent Rating 4/5 
On 5 Point Scale
Hispanic NetworksUnivision73.00%1
Hispanic NetworksNBCU Hispanic- (Telemundo, Mun2)72.50%2
SyndicationWarner Brothers Brand Networks 67.20%3
SportsTurner Sports 66.90%4
CableABC Family 62.80%5
SyndicationNBC Universal Television (syndication) 62.40%6
Sports & News NBCU Live Group-(Sports/News) 62.20%7
CinemaNCM (National Cinemedia) / Screenvision61.50%8
Syndication20th Television 61.00%9
CableViacom Music & Entertainment Marketing Group 60.30%10
CableTurner Young Adults (truTV, Adult Swim & Cartoon Network) 59.00%11
CableAMC/WE/IFC 58.90%12
Sports CBS Sports 58.20%13
Cable Nickelodeon Kids & Family Group 58.10%14
BroadcastCBS-TV 56.50%15
SyndicationCBS 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
SyndicationDisney*ABC Domestic Television 55.60%19
CableA & E 55.10%20
CableTurner Entertainment Sales (TBS/TNT) 54.70%21
Digital (TV Content)Hulu 54.60%22
Broadcast ABC-TV 54.40%23
CableDiscovery Channel 52.70%24
SyndicationSony Pictures Television 52.10%25
Cable BBC America 51.80%26T
Cable Crown Media (Hallmark Channel) 51.80%26T
CableHistory 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
BroadcastION 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.
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