Viacom, Scripps & Turner Focus on Integrated Marketing; Viacom Doubles Down on Investment

Scroll down for the top 20 ranked specialty entertainment networks among the 35 measured in the MyersBizNet report for Integrated Marketing and Promotional Support In a new study of 300 advertiser and agency executives on their perceptions of the marketing and promotional integration opportunities offered by specialty entertainment TV networks Viacom Media Networks39 three sales groups rank first second and seventh and last week the company announced Viacom Velocity an expanded investment in integrated marketing and branded content development Jeff Lucas VMN39s Head of Sales for Music and Entertainment commented to MyersBizNet quotWe need to rise above the media clutter and differentiate ourselves amp8211 and do it quickly The business is at a tipping point amp8211 so much is happening at once We have to stand out and deliver the most value for the dollar so we39re taking integrated marketing to a new level in a comprehensive industry initiativequotScripps and Turner Broadcasting landed two sales groups each in the top ten among specialty entertainment cable networks Rounding out the top ten were Discovery Channel ABC Family and AMCWEIFC followed closely by Bravo A separate study has been released on broadcast networks and MyersBizNet is in the field now with a survey on News Sports and Information media companies Full study details are available to MyersBizNet Premium and Platinum members Scroll down for the top 20 ranked specialty entertainment networks among the 35 measuredAlthough MyersBizNet has been rating media companies39 integrated marketing initiatives for two decades it39s only in recent years that these capabilities have been in wide demand by marketers and agencies Viacom39s Kids and Family networks ESPN Scripps and Turner Broadcasting were among the first leading TV networks to make marketing and promotional support a keystone of their sales efforts Viacom Velocity is being positioned as quota new fullservice group offering insightsdriven integrated marketing and creative content solutionsquot Heading the unit will be Viacom marketing execs Dario Spina Integrated Marketing and Niels Schuurmans Creative Content Solutions Both report to Lucas who agreed quotthis has been an evolution Most of our growth will come from the amount of value we can deliver and we39re bringing in more fire power to provide clients and agencies with ideation creation and execution of customized programs It39s about taking our great content and our audiences across all screens and delivering for clients in a strategic model based on their needs and goalsquotVelocity will offer insights and creative teams to quotfunnel our insights into ideas and creative solutions across all marketing tools and resources It39s one more piece in the arsenalquot said Schuurmans Those resources include the nation39s most viewed billboards in front of the company39s Times Square offices A content integration initiative developed for the launch of Nike39s Air Jordan AJ XX featured Comedy Central39s Key ampamp Peele comedy duo in a viral video that was viewed nearly 2 million times across multiple channelsMedia companies have used integrated marketing as a business tool since the mid1970s but it39s just now becoming a required component of a sales and marketing team39s portfolio of services and is being used to differentiate branded media with large and loyal audiences from commoditized costperthousandcostperclick media that are dependent solely on audience reach quotEvery client has a unique set of circumstances and we want to work with all of them and be flexible to be able to respond to each client39s custom needs and goalsquot advised Lucas quotViacom Velocity is built to utilize our unique relationship with our passionate fans and drive value for marketers through consumer insights strategic collaboration and creative excellencequot added Spina 2014 Advertiser ampamp Agency Media Satisfaction Survey On Specialty Entertainment TV Networks Marketing ampamp Promotion Integration Opportunities amp160 amp160 amp160 TOP 20 Sales Organizations among 35 specialty entertainment networks measured and reported Broadcast News Sports Information networks reported separately Rankamp160 Network Organization rating 45 5 pt scale 1 Viacom Media Networks Music ampamp Logo 66 2t Viacom Media Networks Comedy Spike 64 2t Scripps HGTV ampamp DIY 64 4 Discovery Channel 62 5 Scripps Food ampamp Cooking Channel 59 6 ABC Family 56 7 Viacom Media Networks Kids ampamp Family 55 8 Turner Young Adults 53 9 Turner Entertainment Sales 50 10 AMCWeIFC 48 11 Bravo 47 12t GSN 43 12t Scripps Travel Channel ampamp GAC 43 14t FX 42 14t E 42 16t AampampE 41 16t Nat Geo 41 18t History 40 18t USA 40 20 Syfy 36 amp160 Average 45 rating among Top 20 networks 4960 amp160 Average 45 rating among 35 networks 3630 amp160 amp160 amp160 Source 2014 MyersBizNet Advertiser ampamp Agency Media Satisfaction Survey on Specialty TV Networks Field Work conducted November 2013 291 respondents Rankings based on percent of respondents familiar with each organization rating that organization 45 on a 5 point scale Categories measured include Quality Sales Team and Customer Service Effective Upfront Presentations ampamp Negotiations Value for the Investment Marketing ampamp Promotion Integration Opportunities MultiPlatform Digital Extensions Relevant Research Support ampamp Intelligence Data may not be reproduced without written permission except for use by MyersBizNet Premium and Platinum Members Full methodology and questionnaire available to MyersBizNet members If you are receiving this report you are a registered member to MyersBizNet or are receiving it as part of a registered corporate membership As a member Jack responds personally to your emails requests and comments He is available to speak at your company events In addition to Jack Myers Media Business Reports your membership underwrites MediaBizBloggerscom Women in Media Mentoring Initiative Jack Myers Wall St Report Jack Myers Video Media Report plus our exclusive industry economic forecasts trend forecasts and corporate performance research Redistribution in any form except among approved individuals within your company is prohibited As a member you have full access to all archives and reports at wwwjackmyerscom If you require your ID and password contact maryannjackmyerscom

Become a Thought Leader. Share your thought leadership article with industry professionals & have them archived in Thought Leadership

Viacom, Scripps & Turner Focus on Integrated Marketing; Viacom Doubles Down on Investment

Author

Publish date

Channel

Jack Myers

"About That with Carl Mayer:" Alaina Donnellon (Episode 10: Political Spending) - By Carl Mayer

More Videos:

Become a Thought Leader. Share your thought leadership article with industry professionals & have them archived in Thought Leadership

Viacom, Scripps & Turner Focus on Integrated Marketing; Viacom Doubles Down on Investment

Enjoying This Commentary? There's More to Love

Jack Myers

"About That with Carl Mayer:" Alaina Donnellon (Episode 10: Political Spending) - By Carl Mayer

The payment was successful

Cookies