TV Nets Command Highest Media Brand Value, Digital Closing Gap

A new poll on media brands says TV networks still have the best “brand equity,” but that Internet radio, video streaming subscriptions and others are closing in.

In the media category, a Harris Poll 2016 EquiTrend Study shows TV networks at a 68.4 score, with “factual entertainment” news television right behind with a 65.5 number; Internet radio, 64.9; general entertainment TV and pay cable TV networks tied 61.5. Next comes video-streaming subscription category at 61.1.

In calculating brand equity rating for each brand, the poll looks at three factors -- familiarity, quality and purchase consideration. Harris says its survey was conducted in 2016 among more than 97,000 U.S. consumers assessing over 3,800 brands (including 200+ media brands), across nearly 500 categories.



Looking at brand value of TV networks versus video-streaming subscription business, TV networks still command a higher value -- 67.8 to 64.1. Slightly older Gen-Xers, also give traditional TV networks higher scores -- 69.3 to 59.8.

But younger media consumers, so-called “Gen Z,” now give higher brand value to video-streaming services -- 61.6 to TV networks 60.3.

Netflix has been the rapidly riising media brand -- up 18% since 2013, and now ranked 34th among all brands analyzed.

ABC and CBS Television Networks lead among the TV brand category; Pandora is tops for Internet radio.

1 comment about "TV Nets Command Highest Media Brand Value, Digital Closing Gap ".
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  1. Ed Papazian from Media Dynamics, June 20, 2016 at 10:19 a.m.

    These highly subjective and generalized findings don't jibe well with the hard realities of rating fragmentation that is hurting the broadcast networks, especially among the younger, more affluent segments of the adult population. Since viewers watch program content not channels---except for highly thematic ones---- one wonders what significance such data has in the real world marketplace. I found the comparison of "Gen Z" ratings between TV networks and video streaming services, where the latter "won" by just over one percentage point, especially odd.

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