How trusted are media sales organizations to consistently and reliably deliver on their promises, whatever those promises may be? Scroll down for the top 25 most trusted sales organizations across different stakeholder groups. Those companies that have prioritized trust and reliable ratings delivery as part of their organizational DNA are more likely to capture market share in the challenging COVID-19 era and beyond. Organizations that, by design or lack of accurate ratings estimates, fail to engender high trust are most likely to lose market share. According to The Myers Report Survey of 700 Advertiser and Agency Executives on Perceptions of 80 Media Companies' Strengths, Weaknesses, Obstacles and Opportunities, agency executives rank Trusted Partnerships as the most important sales organization attribute in their media planning and buying decision-making. Advertiser executives involved in the media process rank Trusted Partners 3rd most important, behind Brand Safety Environment and Relevant Audience Reach. It's important to note that a failure to be among the top 25 does not necessarily reflect mistrust or negative performance ratings, but are more likely to reflect a performance rating weighted by a higher percentage of "3" ratings on the five-point scale rather than "1" and "2" ratings generated by market leaders. Fewer than 10% of respondents rate the large majority of the 80 companies negatively. Across ten metrics measuring sales organization performance, we've found significant inconsistencies across different respondent groups as reflected in the charts below. The Myers Report data also represents insights for advertisers and agencies on which media partners they can most trust to reliably deliver on promises as they navigate through these turbulent and changing period and as we move toward recovery and beyond. The full research study methodology is available here.
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