re: mediaco branding: AOL, according to Nielsen-like rating, beats the Networks
The press release reads:
"America Online Surpasses TV Networks in First Study of Media 'Brand Value"
This is an interesting and curious milestone, assuming that it is true, that has been reached. What say? Are they comparing apples to apples here? What is the significance of this finding, assuming that it is true? Frank
-----------continued below-------------
America Online Surpasses TV Networks in
First Study of Media 'Brand Value'
NEW YORK, Nov. 11 /PRNewswire/ via NewsEdge
Corporation -- America Online has surpassed
established television networks like Fox, NBC,
and USA Networks to become one of the nation's
most powerful media brands, according to the
landmark Myers Media Brand Tracker survey
released today.
Among males, only two television networks --
The Discovery Channel and The Weather Channel
-- ranked higher than AOL in the study by The
Myers Group, an influential media research and
analysis organization.
The survey, published today in The Myers
Group's "MediaEnomics" report, is the first
syndicated research study of media brand
equity. It measured the value of 70 major
television network and online brands based on
surveys of 6,500 cable/satellite households that
rated 26 media brand attributes.
"What consumers feel about these brands has
profound implications for advertisers and
investors," said Jack Myers, chairman and CEO of
The Myers Group. "Stronger media brands offer
potential for a stronger return on investment.
The performance of AOL and the cable brands
are proving that. "
Overall, respondents named (1) Discovery
Channel and (2) The Weather Channel as the
two favorite media brands, followed by (3)
Learning Channel, (4) PBS, and (5) History
Channel. (6) ESPN followed, along with (7)
America Online, (8) Fox-TV, (9) TVGuide Channel
and (10) NBC.
With America Online in particular, Myers said, the
brand is so strong that the company could
successfully extend its brand into any number of
offline ventures -- an area where the big three
networks may have missed their opportunities.
"The reason online and niche brands are so
powerful is that they're not limited to one
medium," Myers said.
Among other findings in the report, according to
Myers:
-- CNN remains a leading media brand amid
increasing competition in 24-hour news. CNN,
Headline News, and CNNfn beat Fox and
NBC-owned cable competition in key attributes:
"Trustworthy," "intelligent," " informative,"
important," "leader," and " indispensable."
-- Niche networks are the most powerful
emerging brands. Learning Channel, History
Channel, Home & Garden Television, and Animal
Planet among the top 15. "The power of HGTV
and Animal Planet as emerging brands was one of
the biggest surprises in the entire survey," Myers
said.
"In an overcrowded electronic media
marketplace, brand equity is a new form of
currency," Myers said. "With fragmentation of
the media market, those brands with positive
equity will be the ones that advertisers,
distributors and investors will most value.
The overall results were based on an average of
eight brand attributes in the survey: Frequently
view; different from other networks; relevant to
me; effectively communicates what it offers me;
consistently fulfills my expectations; leader;
valuable to me; proud to be a viewer. Ranks are
based on the percent of respondents rating each
network 5-7 on a seven-point scale.
While brand attributes are a longstanding part of
brand research, the MediaEnomics survey marked
the first time such attributes had been created
specifically for media products, Myers said.
About the Myers Media Brand Tracker
Myers Media Brand Tracker research establishes
Media Brand Ratings that represent a new
measure of value in the marketplace. Highlights
from the consumer portion of the Brand Tracker
were released in Myers MediaEnomics, a new
publication featuring recent Myers research.
The Myers Media Brand Tracker provides financial
investors, advertisers and distributors with
essential data on media companies' long-term
competitive positions, assessing perceptions of
26 attributes, and defining their prospects for
growth and expansion. Marketers utilize the
Myers Media Brand Tracker to determine which
media offer the most relevant environments for
their advertising messages and brand
associations. Investors utilize the Myers Media
Brand Tracker to predict market value of
emerging and eroding media brands. Currently
available for television networks and limited
online brands, the Myers Media Brand Tracker will
be expanded to include additional online brands,
television programs, magazines, national radio
programs, and talent.
About The Myers Group
The Myers Group publishes actionable and
predictive market research reports for
investment decisions related to the media
industry. The Myers Report daily newsletter and
Myers MediaEnomics reports are developed
through extensive primary and secondary
research, and serve a constituency of media
company executives, investors, advertising
agencies and marketers. Since 1981, Myers has
been an influential market resource, respected
for its accurate market forecasts, advocacy
positions on major industry issues, and leadership
in identifying major business trends.
The full Myers MediaEnomics Report is available
to Myers Media Brand Tracker clients. For
purchase information only, please contact Mark
Altschuler, 212-764-5566, ext. 202,
mark@myersreport.com.
SOURCE The Myers Group
/CONTACT: Patrick Kowalczyk,
Patrick@mkpr.com, or Joe Brennan,
joe@mkpr.com, both of Michael Kaminer Public
Relations, 212-627-8098, for The Myers Group;
or Gayle Kendall of The Myers Group,
212-764-5566, ext. 220,
gayle@myersreport.com/ (AOL)
NEW YORK, Nov. 11 /PRNewswire/ via NewsEdge
Corporation -- America Online has surpassed
established television networks like Fox, NBC,
and USA Networks to become one of the nation's
most powerful media brands, according to the
landmark Myers Media Brand Tracker survey
released today.
Among males, only two television networks --
The Discovery Channel and The Weather Channel
-- ranked higher than AOL in the study by The
Myers Group, an influential media research and
analysis organization.
The survey, published today in The Myers
Group's "MediaEnomics" report, is the first
syndicated research study of media brand
equity. It measured the value of 70 major
television network and online brands based on
surveys of 6,500 cable/satellite households that
rated 26 media brand attributes.
"What consumers feel about these brands has
profound implications for advertisers and
investors," said Jack Myers, chairman and CEO of
The Myers Group. "Stronger media brands offer
potential for a stronger return on investment.
The performance of AOL and the cable brands
are proving that. "
Overall, respondents named (1) Discovery
Channel and (2) The Weather Channel as the
two favorite media brands, followed by (3)
Learning Channel, (4) PBS, and (5) History
Channel. (6) ESPN followed, along with (7)
America Online, (8) Fox-TV, (9) TVGuide Channel
and (10) NBC.
With America Online in particular, Myers said, the
brand is so strong that the company could
successfully extend its brand into any number of
offline ventures -- an area where the big three
networks may have missed their opportunities.
"The reason online and niche brands are so
powerful is that they're not limited to one
medium," Myers said.
Among other findings in the report, according to
Myers:
-- CNN remains a leading media brand amid
increasing competition in 24-hour news. CNN,
Headline News, and CNNfn beat Fox and
NBC-owned cable competition in key attributes:
"Trustworthy," "intelligent," " informative,"
important," "leader," and " indispensable."
-- Niche networks are the most powerful
emerging brands. Learning Channel, History
Channel, Home & Garden Television, and Animal
Planet among the top 15. "The power of HGTV
and Animal Planet as emerging brands was one of
the biggest surprises in the entire survey," Myers
said.
"In an overcrowded electronic media
marketplace, brand equity is a new form of
currency," Myers said. "With fragmentation of
the media market, those brands with positive
equity will be the ones that advertisers,
distributors and investors will most value.
The overall results were based on an average of
eight brand attributes in the survey: Frequently
view; different from other networks; relevant to
me; effectively communicates what it offers me;
consistently fulfills my expectations; leader;
valuable to me; proud to be a viewer. Ranks are
based on the percent of respondents rating each
network 5-7 on a seven-point scale.
While brand attributes are a longstanding part of
brand research, the MediaEnomics survey marked
the first time such attributes had been created
specifically for media products, Myers said.
About the Myers Media Brand Tracker
Myers Media Brand Tracker research establishes
Media Brand Ratings that represent a new
measure of value in the marketplace. Highlights
from the consumer portion of the Brand Tracker
were released in Myers MediaEnomics, a new
publication featuring recent Myers research.
The Myers Media Brand Tracker provides financial
investors, advertisers and distributors with
essential data on media companies' long-term
competitive positions, assessing perceptions of
26 attributes, and defining their prospects for
growth and expansion. Marketers utilize the
Myers Media Brand Tracker to determine which
media offer the most relevant environments for
their advertising messages and brand
associations. Investors utilize the Myers Media
Brand Tracker to predict market value of
emerging and eroding media brands. Currently
available for television networks and limited
online brands, the Myers Media Brand Tracker will
be expanded to include additional online brands,
television programs, magazines, national radio
programs, and talent.
About The Myers Group
The Myers Group publishes actionable and
predictive market research reports for
investment decisions related to the media
industry. The Myers Report daily newsletter and
Myers MediaEnomics reports are developed
through extensive primary and secondary
research, and serve a constituency of media
company executives, investors, advertising
agencies and marketers. Since 1981, Myers has
been an influential market resource, respected
for its accurate market forecasts, advocacy
positions on major industry issues, and leadership
in identifying major business trends.
The full Myers MediaEnomics Report is available
to Myers Media Brand Tracker clients. For
purchase information only, please contact Mark
Altschuler, 212-764-5566, ext. 202,
mark@myersreport.com.
SOURCE The Myers Group
/CONTACT: Patrick Kowalczyk,
Patrick@mkpr.com, or Joe Brennan,
joe@mkpr.com, both of Michael Kaminer Public
Relations, 212-627-8098, for The Myers Group;
or Gayle Kendall of The Myers Group,
212-764-5566, ext. 220,
gayle@myersreport.com/ (AOL) |
