AOL beats TV networks in major brand study

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America Online has surpassed established TV networks such as 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 TV networks--The Discovery Channel and The Weather Channel--ranked higher than AOL in the study by Myers Group, a media research company. This is the first syndicated research study of media brand equity. It measured the value of 70 major TV network and online brands based on surveys of 6,500 cable/satellite households that rated 26 media brand attributes. Overall, respondents named The Discovery Channel and The Weather Channel as the two favorite media brands of those media surveyed, followed by Learning Channel, PBS, History Channel, ESPN, America Online, Fox, TVGuide Channel and NBC. In related news, AOL subsidiary CompuServe named Joel Davidson senior VP-market development and operations. Previously, Mr. Davidson was group VP for Heinz's Pet Products Division, Cincinnati.

Copyright November 1999, Crain Communications Inc.

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