Media Ad Sales Organizations: Performance Reviews
In a shift towards transparency, The Myers Report is now disclosing not just the top performers but also those rated as adequate and underperforming.
For over four decades, The Myers Report has been a benchmark in assessing media sales organizations, analyzing the perceptions of agency and brand clients. Traditionally, we've chosen to protect the identities of underperformers while spotlighting the top achievers. However, in a shift towards transparency, we're now disclosing not just the top performers but also those rated as "adequate" and "underperforming" among 132 ad sales organizations, as evaluated by 4,200 industry respondents.
The Myers Report recently published the top 50 performing sales organizations based on the results of the 2023 Survey of 4,200 Advertising Agency and Brand Media Decision-Makers and Influencers and we delve more deeply into the data in this report. A notable 21 organizations have surpassed the 50% positive performance threshold, with six exceeding 60%. The evaluation criteria are rigorous and multifaceted, combining data-led measures with subjective insights from the industry.
THE 21 TOP 2-BOX ACHIEVERS (50%+ Rating top-2 box on a 5-pt. scale)
The leaders in the industry, rated as the best by a majority of their clients, include:
o CLEAR CHANNEL OUTDOOR
o DISNEY/ABC TV STATIONS
o DOTDASH MEREDITH
o THE ECONOMIST
o ESPN
o GOOGLE
o IHEART MEDIA
o INTERSECTION
o LAMAR OUTDOOR
o LOCALITY
o META
o NBCU LOCAL
o NBCUNIVERSAL
o NBC SPORTS
o NPR
o OUTFRONT
o SPOTIFY
o SXM/PANDORA
o TALON OUTDOOR
o VISTAR MEDIA
o YOU TUBE
SOURCE: The Myers Report 2023 Survey of 4,200 Advertising Agency and Brand Media Decision-Makers and Influencers; 4,200 respondents. Fieldwork August/September 2023. For details visit www.myersreports.com.
The industry's average performers, those who have shown satisfactory but not exceptional results, are also recognized. Following are the sales organizations that average a “3” on the 1-5 scale (adequate). These 65 companies (listed in alphabetical order) received positive performance ratings by 33% to 50% of those respondents in a business relationship with them.
THE 65 Top 2-Box Contenders (33%-50% Rating top-2 box on a 5-pt. scale)
o ABC NEWS
o AMAZON PRIME
o AMPERSAND
o APPLE TV
o AUDACY
o BALLY SPORTS
o BEASLEY
o BUSTLE MEDIA GROUP
o CADENT
o CAPTIVATE
o CBS NEWS
o CBS SPORTS
o CBS TELEVISION STATIONS GROUP
o COX MEDIA GROUP
o COX RADIO
o COMCAST ADVERTISING
o CONDE NAST
o CUMULUS/WESTWOOD ONE
o DIRECTV
o DISH/SLING
o DISNEY AD SALES
o EFFECTV
o FOX AD SALES
o FOX NEWS
o FOX SPORTS
o FOX TV STATIONS
o FREEWHEEL
o GSTV
o GRAY TELEVISION
o HEARST INTERACTIVE MEDIA
o HEARST TELEVISION
o KATZ DIGITAL
o KATZ TELEVISION
o LG ADS
o MLB.COM/MLB-TV
o NBA TV
o NBC NEWS
o NEW YORK INTERCONNECT
o NEW YORK TIMES
o NEXSTAR MEDIA GROUP
o PARAMOUNT GLOBAL
o PINTEREST
o PREMION
o ROKU
o SAMSUNG ADS
o SINCLAIR BROADCAST GROUP
o SIMULMEDIA
o SNAPCHAT
o SPECTRUM REACH
o STITCHER
o TEGNA
o TELEVISA/UNIVISION
o TIKTOK
o TRUSTED MEDIA BRANDS
o USA TODAY
o VEVO
o VIZIO
o VOX MEDIA
o WALL ST. JOURNAL
o WARNER BROS. DISCOVERY
o WASHINGTON POST
o WBD SPORTS (FORMERLY TURNER)
o XACTV
o YAHOO
o YAHOO NEWS
o YES NETWORK
SOURCE: The Myers Report 2023 Survey of 4,200 Advertising Agency and Brand Media Decision-Makers and Influencers; 4,200 respondents. Fieldwork August/September 2023. For details visit www.myersreports.com
The Myers Report also reflects the challenging environment faced by media sales organizations. It examines the decline in positive perceptions since 1984 and the various market pressures, from budget cuts to the dominance of programmatic
buying, impacting the industry. Despite these challenges, a few organizations continue to thrive by investing in innovative strategies and maintaining strong client relationships. For each sales organization evaluated, detailed insights are available by respondent group, agency affiliation, responsibility, and decision-making influences. Custom research is available on a respondent-level basis to assess not only perceptions but also respondent interest in learning more about and connecting with each of the 250+ sales organizations included in the survey.
The Myers Report underscores the necessity for sales organizations to adapt and enhance their strategies continually. It's a call to action for industry leaders to invest in professional development, market intelligence, and innovative approaches to stand out in an increasingly competitive and transaction-driven marketplace. The full analysis, including a list of underperforming organizations and additional insights, is available to The Myers Report and The Media Ecologist subscribers and by request to jack@mediavillage.org. For more information visit www.myersreports.com.
Underperforming sales organizations are defined by having fewer than 33% of their clients rating their average performance positively (top 2-box) and more than 25% rating them Bottom 2-Box (Could be Better/Underperforming). For subscribers to The Media Ecologist, the details on underperforming organizations follows.
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