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Which TV Networks Offer the Most Innovative Advertiser Opportunities?

March 30, 2009
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Published: March 30, 2009 at 10:23 AM GMT
Last Updated: March 31, 2009 at 10:23 AM GMT

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.

Organization Offers Innovative & Non-Traditional Opportunities


  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

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