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.
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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.