Advertisers Give Top Marks To Google, Food Network, Travel + Leisure and Univision
- by Wayne Friedman , September 28, 2015
Surveying some 400 media brands,
advertisers give top marks to household names: Google, Food Network, Travel + Leisure and Univision.Releasing its first “advertiser experience” index, Advertiser Perceptions rated the best media companies, based on the opinions of thousands of advertiser executives. Every six months, advertisers' experiences with media companies are measured via the company’s Advertising Intelligence Report, looking at some 30 different criteria.
Questions
include: Does the media product meet advertiser needs and expectations? Are the media brand’s advertisers and prospects well informed? Is doing business with the media brand easy and effective?
Are clients satisfied with the media brand and would they recommend its advertising to others?
Google was tops in the digital category; Food Network, for television; Travel+Leisure in
print; and Univision, for audio.
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Other companies getting top nods include: ESPN, Amazon Media, Hulu, NFL and Pandora -- for digital; ABC, ESPN, NBC and HGTV for TV; Food Network Magazine, New York Times, People and Conde Nast Traveler for print, and Pandora, iHeart Radio, Westwood One, and Cox Media, for the audio category.
The Advertiser Experience Index surveyed 150 digital media brands; 125 for television; 130, print media; and 20 in the audio media category.
Is Google first or last? Whenever there is a study like this, it is helpful to take a step back to assess the methodology. A simple example would be: were Google executives participating in the sample of this study that polled advertiser executives? Since Google spends a significant amount of money advertising its products, wouldn't it make sense that some of its executives would be asked to participate in this study? Given the potential for bias however, one would hope an executive who works for a company (i.e. Google) is not also voting to rate its own company (i.e. Google) or its subsidiaries (i.e. YouTube, etc). What about advertiser executives who have the responsibly of buying media, like Google buying commercial time on Food Network? I don't know if Google has commercials running there, but it again begs the question about how the sample of advertiser executives was recruited for this study. Both Google and Food Network rank high on the study findings. In fact, there may be a multitude of other factors too that come into play that go beyond recruitment methodology, such as survey instrument, sample size, response rates, and so on. Perhaps Advertiser Perceptions, the company responsible for the study, adequately addresses all of these factors. But since no information is given with regards to how the study was conducted on its site, it is difficult to determine if the study's results are meaningful. Perhaps they are. I encourage Advertiser Perceptions to provide details regarding how it conducted its study. Unfortunately, there is not enough here for me to walk away satisfied with the data. Just an opinion.