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Advertising Value and Attributes of 20 Cable News and Sports Network Organizations - By Jack Myers
Published: January 25, 2010 at 01:29 PM GMT
Last Updated: July 19, 2010 at 01:29 PM GMT
The 2009 Myers Survey of Advertising Executives on Cable TV News and Sports Network Value and Sales Organization Performance is now available for download exclusively to Jack Myers Media Business Report subscribers at https://www.myersreport.com/details.asp?report=130. The full Myers survey, based on a poll of 140 advertiser and agency executives, includes details on the attributes of 20 news, sports and information networks. Attributes include Value for the Investment; Quality Sales Organization; High Quality Content; Effective and Relevant Sales Presentations; Innovative and Non-Traditional Sales Efforts; Relevant Research Insights; Online, Mobile, Multi-Platform Opportunities; Good Administrative Support Services; Expensive Media Costs; and Efficient Media Costs
- ESPN is, by far, the market leader in delivering a high quality content environment for advertisers among all cable news and sports networks. espn2, CNN, CNBC, Bloomberg TV and Turner Sports round out the top six networks for quality of content.
- Fox News leads in Value for the Investment, followed by CNN, ESPN, CNBC and MSNBC.
- ESPN, CNN, Turner Sports and Fox News lead for Quality Sales Organization.
- Tennis Channel, SportsNet NY, YES, CBS College Sports, Speed TV, Golf Channel and NFL Network significantly underperform in providing advertisers with Effective and Relevant Sales Presentations.
- Weather Channel, ESPN, CNN and Speed TV are considered market leaders among news and sports networks for Innovative and Non-Traditional Sales Efforts.
- CNBC, CNN and Weather Channel lead in providing Relevant Research Insights.
- As previously reported (on January 18th), ESPN, Weather and CNN are market leaders for multi-platform offerings.
- The more targeted news and sports networks need to significantly enhance their Administrative Support.
- ESPN, CNN, Turner Sports, CNBC and Golf Channel are considered to be comparatively expensive ad buys while TV Guide, Fox News, Versus, espn2, Weather Channel and Fox Cable Sports are comparatively cost efficient.
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Source: Jack Myers Media Business Report 2009. Survey included 20 national TV news, sports and information network organizations. Index is based on 100=median point of 20 networks determined by the number of respondents associating each individual attribute with each network organization. Survey conducted online among pre-qualified advertiser and agency executives with day-to-day responsibility for buying, planning and/or approving national television media buys. Prior surveys included 56 general entertainment TV networks, and future surveys will include online publishers, out-of-home and print media. All data is confidential and may be used exclusively by subscribers to Jack Myers Media Business Report (www.jackmyers.com)
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