I continue to be fascinated by the two worlds in which media sales and marketing organizations live. One world is populated by Gen Z and young Millennials working at media agencies who began their media career post-2012 and the other is composed of agency professionals who began their career before 2003. In the middle is a confused landscape of generationally ambiguous Millennials who are still in the formative years of their career and seemingly conflicted by the growing disparities between their younger and older colleagues. The Myers Report asked 745 agency and advertiser media decision-makers to rate 82 media companies on eight performance attributes. Restricted to evaluating only companies with which they do business, robust responses on 76 of those companies generated a sufficient base to allow for comparative analyses included in The Myers Report's Leadership Report. On average, among all 76 companies and eight attributes, fewer than one-third of total agency and advertiser respondents rated media companies as excellent. Compounding the industry's ability to address and improve perceptions are generational inconsistencies driven by the conflicting priorities of linear and digital media, legacy and advanced business models, data disruption and the lack of a coherent set of industry standards. MyersBizNet member company executives can continue reading for specific generational data, visit past reports at MyersReports.com and download the Leadership Report after logging in with their MediaVillage username and password. To access your login information, contact email@example.com.
According to response to the latest marketplace assessment conducted by The Myers Report for MediaVillage, the youngest generation of media professionals comprises nearly half of agency decision-making with women representing more than 65% of this cohort. Forty seven percent of agency decision-makers are Gen Z and young Millennials -- having worked in the business for only one to seven years. Millennials working in the media business for 8 to 14 years represent 25% of decision-makers, while only 28% are Gen X, Gen Y and Boomers -- in the business 15+ years. While the roles and responsibilities of more senior executives are arguably more complex, engaged and influential, the shift in power from Generations X and Y to Millennials and Gen Z is having a significant and growing impact on the business, especially on legacy media brands. In the recently released annual Survey of Advertiser and Agency Executives on Media Company B2B Relationships, Services and Value, The Myers Report uncovered dramatic differences among the three generations in their perceptions of individual media companies. Gender also has a major influence on perceptions of value. The Myers Report evaluated 76 leading media companies in its annual syndicated survey, which is underwritten by the industry; the full 66-page report has been delivered to The Myers Report subscribers. A radical example of perceptual generational and gender differences is personified in the broadcast network community, where … (MyersBizNet members can scroll down to read more or access The Myers Report online.)
Although half of the media world will not disappear on November 12, 2019, there is little denying that it will be changed forever. On that day, Disney and Fox assets will be pulled from Netflix, including all of the Disney Animations, Avengers, Star Wars, Pixar movies and Disney Channel TV shows. Additionally, by opening the entire Disney Classics Vault and producing several originals based on beloved IP -- not to mention including binge-worthy content, such as the first 30 years of The Simpsons -- Disney is not engaging in any kind of “hobby” with their direct-to-consumer OTT play. The cherry on top? The top revenue-generating movie of all time, Avengers: Endgame, will only ever be available on Disney+.