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Published: January 6, 2010 at 08:04 AM GMT
Last Updated: January 6, 2010 at 08:04 AM GMT
In last week's Jack Myers Media Business Report, I shared insight on the general entertainment broadcast and cable television networks that are considered by ad executives to offer Quality Sales Organizations as a primary attribute. This week, I report on those networks that are personified by offering valuable Online, Mobile and Multi-Platform Opportunities, an attribute that ranks among the top two qualities for nine of the 12 television networks that primarily target youth and young adult audiences. Three of the four major broadcast networks are among the top ten networks ranked for this attribute. Future surveys are being conducted by Myers in the next several weeks to generate similar insights on news, sports and information networks and on online publishers. This week's subscriber-only report provides an overview of networks identified as offering Online, Mobile and Multi-Platform Opportunities among their top three attributes.
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MTV is ranked first among 56 general entertainment networks for offering Online, Mobile and Multi-Platform Opportunities and is considered the organization's top attribute by ad executives who responded to the 25th Annual Myers Survey on TV Network Sales Organization Performance. Its sister networks Comedy Central, VH1, Spike and Nickelodeon are ranked second, sixth, 10th and 15th respectively. NBC-TV ranks third among networks identified as having Online, Mobile and Multi-Platform Opportunities among their leading attributes, followed by its sister network Bravo.
Among the 40 percent of respondents identified by Myers as being "Influencers" MTV continues to rank first while ABC-TV jumps to second rank, followed by Comedy Central, E! and NBC-TV. Other networks that performing more positively among this "Influencer" group are Syfy, ABC Family, Cartoon Network, Gospel Music Channel, G4, ION Media Network, Lifetime Television and TruTV.
Listed below are the 28 networks that index above 100 (among total respondents) for Online, Mobile and Multi-Platform Opportunities based on mean scores.
Respondents to the Myers survey were asked to select the top one to three attributes (among ten attributes listed) that best personify 56 general entertainment broadcast and cable networks. Networks not included in the list were associated with other attributes among the ten provided. 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 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 primary attributes of each network and sales organization.
Jack Myers Media Business Report
ATTRIBUTE: ONLINE, MOBILE AND MULTI-PLATFORM OPPORTUNITIES
Based on Number of Respondents Identifying Each Network
Index based on Mean Number of Respondents)
Source: Jack Myers Media Business Report 2009. Survey included 56 national TV general entertainment organizations. 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. Future surveys will include news, information and sports networks, and online publishers, which are not included in this survey. 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)
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