Which TV Networks Offer the Most Innovative Advertiser Opportunities?
Only six network TV sales organizations were rated "very good" or "excellent" by more than 50 percent of advertiser and media agency executives for "offering innovative and non-traditional opportunities." Thirty-eight networks were measured in the recent Myers Survey of Advertising Executives on National TV Value and Sales Organization Performance. As network TV sales organizations gear up for the annual Upfront marketplace, buyers are sending the message that "value-added" incentives will be important considerations. Even as advertisers are expecting cost-per-thousand recalibration at an average 15% to 20% less than 2008 Upfront levels for their overall network investments, they are also asking networks to ante up to innovative add-ons such as sponsorships, online packages, promotional initiatives and other non-traditional enhancements.
These value-added programs not only add to the cost of the network sales operations but rarely, if ever, become institutionalized assets that assure long-term loyalty by marketers to the networks that deliver them. Yet, networks are under increasing pressure to develop such initiatives, with 65% of advertiser and agency executives saying they are very or extremely important to the decision-making process. The networks that are considered "best" at delivering innovative opportunities are MTV Networks Entertainment Group, The CW, Turner's Adult Swim, The Weather Channel, Scripps Networks and Turner Entertainment Networks.
Subscribers to Jack Myers Media Business Report can view the full rankings of 38 national TV sales organizations below and 2009 subscribers can receive the full results to all Myers Research studies.
| TOTAL | ||
| Total Respondents | ||
| % | RK | |
| MTV Networks Entertainment Group | 56.7% | 1 |
| The CW | 56.1% | 2 |
| Adult Swim | 55.9% | 3 |
| The Weather Channel | 54.5% | 4 |
| Scripps Networks | 54.3% | 5 |
| Turner Entertainment Networks | 51.3% | 6 |
| NBC Universal Cable Networks) | 49.1% | 7 |
| Rainbow Networks (AMC, WE) | 48.1% | 8 |
| Nickelodeon Kids & Family Group | 47.1% | 9 |
| Fox Broadcasting Sales | 46.7% | 10 |
| MTV Networks Music & Youth Group | 46.5% | 11 |
| Fox Cable Sports | 45.6% | 12 |
| Fox Cable Entertainment Networks | 45.3% | 13 |
| Hallmark Channel | 45.1% | 14 |
| ABC Family | 44.9% | 15 |
| Cartoon Network | 44.4% | 16 |
| Disney Media Sales & Marketing | 44.4% | 16 |
| Turner Sports | 44.2% | 18 |
| Telemundo | 43.8% | 19 |
| GSN (Game Show Network) | 43.2% | 20 |
| Discovery Communications | 42.9% | 21 |
| Si TV | 42.9% | 21 |
| Comcast Network Sales | 41.3% | 23 |
| NBC TV Network | 39.8% | 24 |
| ESPN Customer Marketing & Sales | 37.5% | 25 |
| Univision | 36.4% | 26 |
| Lifetime Television | 36.3% | 27 |
| BBC America | 35.6% | 28 |
| Fox News | 34.7% | 29 |
| A&E Television Networks | 33.6% | 30 |
| ABC TV Network | 33.3% | 31 |
| NFL Network | 32.4% | 32 |
| SOAPnet | 31.9% | 33 |
| CNN Networks | 31.0% | 34 |
| CBS TV Network | 27.2% | 35 |
| MSNBC | 25.0% | 36 |
| BET | 19.7% | 37 |
| CNBC | 19.5% | 38 |
| AVERAGE | 41.3% | |
Myers Survey of Advertising Executives on Television Advertising Value & Sales Organization Performance
Based on those who had experience with the network sales organization in the past 12 months (n/a = base counts with < 20 respondents). Top 2-Box % (7 point scale, 1=poor performance, 7=excellent performance)
Conducted online in September/October 2008 among 258 respondents.
Copyright 2008 - Myers Publishing, LLC
May not be reproduced.
For data on all 38 national TV Sales Organizations measured and full reports on multiple attributes and respondent groups, a full subscription to Jack Myers Media Business Report 2009 can be ordered at www.myersreport
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…
