Advertiser Perceptions surveys thousands of agencies and
marketers every spring and fall, according to the company, to come
up with insights for media sellers. "Our clients are those who are
selling advertising," Mr. Pearl said. "What they care about more
than anything is what advertisers think."
Although Google made its name on search and keyword advertising,
its display ad network has also frequently impressed marketers and
agencies, Mr. Pearl said.
The good news for traditional publishers is that one of their
own, the Meredith Women's Network, ranked highest among digital ad
networks for sales knowledge. Several of the top-ranked websites
for digital content were also rooted in traditional media: ESPN.com
for brand strength, Economist.com for customer service and
People.com for advertiser satisfaction, according to the
research.
Among broadcast TV networks, NBC rose to the top for brand
strength in 2012, a year when NBC carried the Super Bowl and the
London Olympics and also saw "The Voice" help expand its audiences.
Marketers and agencies ranked ABC's daytime operation tops,
however, in sales knowledge and customer service. ABC as a whole
ranked first among broadcast TV for advertiser satisfaction,
according to Advertiser Perceptions.
Within cable, marketers and agencies chose ESPN for best brand
strength, the NFL network for sales knowledge, The Weather Channel
for customer service and AMC for advertiser satisfaction.
Among print brands, the best ranked were ESPN The Magazine for
brand strength, Cooking Light for sales knowledge, Martha Stewart
Living for customer service and Food Network Magazine for
advertiser satisfaction.
