ESPN, Weather, Turner Sports, Current TV & Bravo Impress Agency Media Execs with Multi-Platform Extensions - Jack Myers - Jack Myers - JackMyersThinkTank

Published: April 26, 2011 at 03:56 PM GMT
Last Updated: April 26, 2011 at 03:56 PM GMT

Among 48 leading national television sales organizations, 26 are rated by more than 50% of media agency planners and buyers as "market leaders" or "market achievers" in providing multi-platform brand extensions and integration. This is a significant improvement over past years, when less than one-third of national TV sales organizations met a standard of excellence for multi-platform extensions. While digital media planning and buying remains mostly independent of legacy TV media buying, the ambitious investments by established TV sales organizations is positioning them to capture a share of growing digital budgets.

Brand extensions are not limited to digital media only. Several networks offer event and experiential marketing opportunities, merchandising and branded entertainment resources, and cross-promotional initiatives. ESPN, ranked #1 among national TV sales organizations for Multi-Platform Brand Extensions and Integration, offers radio, print and merchandising as well as expansive online and mobile offerings. ESPN was rated "Market Leader" or "Market Achiever" by 87% of media agency buyers and planners, significantly ahead of second-ranked The Weather Channel and third-ranked Turner Sports. The top 20 performing national TV sales organizations for multi-platform brand extensions as rated by media agency executives follows below.

Jack Myers Media Business Report released its 26^th Annual Survey of Advertising Executives on National TV Sales Organization Performance. Corporate subscribers may access a print-friendly copy of the 130-page report here. Media agency planners, buyers and executives are one of five respondent groups whose perceptions are reported in the Myers survey results. Among total respondents, MTV Entertainment Group and MTV Kids and Family were ranked among the top five performers for multi-platform brand extensions. Those respondents working in the business for 8+ years identified Telemundo and National Cinemedia as top performers. The survey asked 250 advertiser and agency executives to rate those sales organizations with which they are familiar for five performance categories:

· Quality Sales Team and Customer Service
· Value for the Investment
· Multi-Platform Brand Extensions & Integration
· Effective Upfront & Sales Presentations
· Relevant Research Support & Insights

Jack Myers Media Business Report
2011 Survey of Advertising Executives on National TV Sales Organization Performance
MULTI-PLATFORM BRAND EXTENSIONS & INTEGRATION
% Rating as Market Leader/Achiever (4/5 on 5 pt. Scale)

1.	ESPN Customer Marketing & Sales	86.5
2.	The Weather Channel	70.5
3.	Turner Sports	68.3
4.	Current TV	66.7
5.	Bravo/Oxygen	63.7
6.	MTV Entertainment Group	63.2
7.	National Cinemedia	61.9
8.	The CW	61.3
9.	Screenvision	61.1
10.	Scripps Food Networks	60.8
11.	Discovery/TLC	60.5
12.	MTV Music & Logo Group	60.4
13.	ABC-TV	59.5
14.	Scripps Travel Channel & GAC	58.4
15T.	Scripps HGTV & DIY	57.8
15T.	Fox Sports Sales	57.8
17.	MTV Fids & Family	57.5
18.	NBC-TV	55.8
19.	FOX-TV	54.9
20.	Disney*ABC Domestic TV	52.8

An additional 28 national TV sales organizations were rated and ranked. Full report data is available exclusively to subscribers of Jack Myers Media Business Report. Survey conducted February/March 2011 among 243 pre-qualified National TV Advertising Decision-Makers from advertisers and agencies. Respondent base varies based on percent of respondents familiar with and rating each organization. USE OF THIS DATA FOR MARKETING AND/OR PROMOTIONAL PURPOSES IS RESTRICTED EXCLUSIVELY TO CORPORATE SUBSCRIBERS TO JACK MYERS MEDIA BUSINESS REPORT. FOR MORE INFORMATION CONTACT jm@jackmyers.com

To communicate with or to be contacted by the executives and/or companies mentioned in this column, link to JackMyers Connection Hotline.

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