The findings come from a recently completed wave of Advertiser Perceptions' Advertiser Intelligence Report, a twice-yearly survey of 2,000 advertisers and agency executives involved directly in making advertising decisions for TV, online and print media outlets. The study, which is in its third year, is used by media outlets to understand how they are perceived by Madison Avenue.
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Satisfaction With Media Brand As An Advertising Vehicle (*Ranked By Top 3) | ||
TV Network | Web Site | Publication |
Food Network | Forbes.com | Bon Appetit |
ABC | Weather.com | Better Homes and Gardens |
ESPN | WSJ.com, Yahoo (tie) | Martha Stewart Living |
Source: Advertiser Perceptions' Advertiser Intelligence Reports. *Percentage rating the media-brand 7, 8, 9 or 10 on a 10-point scale with 10 being most satisfied. Base = Completed interviews with more than 2,000 television, online and print ad planners, media buyers and client-side (marketer) advertising decision makers. |
Among the 300 media brands evaluated in the study, Food ranked as their most satisfying TV choice, followed by ABC and ESPN. Among Web sites, Weather.com placed second behind Forbes.com, while WSJ.com and Yahoo were tied for third. Among print media outlets, Better Homes and Gardens ranked second behind Bon Appetit, and ahead of third-place Martha Stewart Living.
The study asked the ad community to rank media brands based on a wide variety of other criteria, including their perceptions of how well they generated actual advertising results. Based on that criterion, Discovery Channel ranks as the top TV network, followed by TBS and ESPN, while Forbes.com dominated the list of Web sites, followed by Cnet and Google. Among print media, Conde Nast Traveler was perceived as generating the best results, followed by The Wall Street Journal and GQ.
Perceived Results From Advertising (*Ranked By Top 3) | ||
TV Network | Web | Publication |
Discovery Channel | Forbes.com | Conde Nast Traveler |
TBS | Cnet | Wall Street Journal |
ESPN | GQ | |
Source: Advertiser Perceptions' Advertiser Intelligence Reports. *Percentage rating the media-brand 7, 8, 9 or 10 on a 10-point scale with 10 being perceived greatest results. Base = Completed interviews with more than 2,000 television, online and print ad planners, media buyers and client-side (marketer) advertising decision makers. |
Some of the factors influencing ad executive perceptions of media brands are objective, while some no doubt are subjective. For example, CNN tops the list of TV networks in terms of perceptions of its sales staff, followed by MTV and ABC. Forbes.com's sales staff also dominated this category among Web sites, followed by Cnet and Yahoo. Among print media outlets, Gourmet's sales people had the greatest perceptions, followed by Maxim and Entertainment Weekly.
Perceptions Of Sales People (*Ranked By Top 3) | ||
TV Network | Web Site | Publication |
CNN | Forbes.com | Gourmet |
MTV | Cnet | Maxim |
ABC | Yahoo | Entertainment Weekly |
Source: Advertiser Perceptions' Advertiser Intelligence Reports. *Percentage rating the media-brand 7, 8, 9 or 10 on a 10-point scale with 10 being greatest perception of salespeople. Base = Completed interviews with more than 2,000 television, online and print ad planners, media buyers and client-side (marketer) advertising decision makers. |