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Published: November 9, 2009 at 08:22 AM GMT
Last Updated: January 6, 2010 at 08:22 AM GMT
This is the first in a series of reports on general entertainment network organizational attributes, based on exclusive research conducted by Jack Myers Media Business Report among our panel of advertiser and media agency executives. Future surveys are being conducted in the next several weeks to generate similar insights on news and sports networks and on online publishers. Respondents to the Myers survey were asked to select the top one to three attributes (among ten attributes listed) that best personify for 56 general entertainment broadcast and cable networks. The attributes measured were: Quality Sales Organization; Efficient Media Costs; Expensive Media Costs; Value for the Investment; Effective and Relevant Sales Presentations; Innovative and Non-Traditional Sales Efforts; Relevant Research Insights; Online, Mobile, Multi-Platform Opportunities; Good Administrative Support Services; No Meaningful Sales Organization Qualities. This week's subscriber-only report provides an overview of networks identified as having Quality Sales Organizations.
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This is the 25th year Myers has evaluated media sales organizations and, consistent with the changing media environment, we have revised our methodology to focus on the attributes of each network and sales organization. Discovery Channel's sales organization was identified by more respondents than any other network for the attribute of Quality Sales Organization, indexing 187 -- well above the second ranking network sales organization, TBS/TNT, which indexed 169, and the third ranking network group History (159). The top ranked networks for Quality Sales Organization are listed below. This list includes the 28 networks that index above 100. Indexing below 100 should not necessarily be interpreted as a negative. Instead, it means respondents identified other attributes as best personifying the network. Jack Myers Media Business Report will publish details for all ten attributes in future reports, and provide additional insights and observations.
Discovery Channel's returns to its historic sales organization leadership position this year. TLC, Investigation Discovery and Animal Planet (other networks within the Discovery Communications organization) were measured independently.
Jack Myers Media Business Report
ATTRIBUTE: QUALITY SALES ORGANIZATION
Based on Number of Respondents Identifying Each Network
(Index based on Mean Number of Respondents)
Survey included 56 national TV general entertainment organizations. Future surveys will include news and sports networks, and online publishers. In 2010, studies will be conducted for 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)
|TLC The Learning Channel||103|
Among the full respondent base of 150 advertisers and media agency executives who have day-to-day responsibility for national television media buying, planning and approval processes, 50 were identified as having significant influence in the decision-making process. These "Influencers" also ranked Discovery Channel first for Quality Sales Organization but elevated CBS-TV to 2nd (171 index) and elevated ABC-TV and NBC-TV into a tie for fifth rank (159 index). Among this influential group TV Land, AMC, Syfy, Fox-TV, Oxygen and DIY also outperformed the total respondent base.
Jack Myers Media Business Report conducted the research via e-mail and an online survey among an opt-in base of industry executives identified for their day-to-day involvement in the buying, planning and approval of national television advertising. Respondents are invited to become a member of the Myers Panel in return for earning rewards, including research results. For more information contact Jack Myers at Jack@mediadvisorygroup.com.
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