FOR THE SECOND YEAR IN A ROW, ABC SALES IS NO. 1 IN MORE CATEGORIES THAN ANY OTHER BROADCAST NETWORK IN 2012 ADVERTISER PERCEPTIONS POLL
ABC is No. 1 in Sales Knowledge, Customer Service and Advertiser Satisfaction
For the second year in a row, The ABC Television Network has won three of the four top broadcast awards in the 2012 Advertiser Perceptions Intelligence Report, a far-reaching survey of leading advertisers in the United States. ABC ranked No. 1 in the Advertiser Satisfaction, and ABC Daytime Sales won top honors for Sales Knowledge and Customer Service in the Broadcast Television category.
This is the third major honor that advertisers have bestowed on ABC Sales over the past year. In last year's Advertiser Perception survey, ABC was named the best company overall and also won more categories than any other media company. In addition ABC Sales was named the top network in the recent Annual Myers Survey of Advertising Executives on National TV Sales Organizations.
ABC's selection was determined by responses from several thousand decision makers about their perceptions of various media companies and media brands. The survey was conducted across two waves (in spring and fall of 2012) and included hundreds of broadcast, cable, print, digital and mobile media companies.
The Customer Service metric was assessed based on responsiveness to advertisers and ability to solve their problems. For Sales Knowledge, the recognition was based on the following attributes: "understands advertiser products and brands"; "knows the assets of their media property" and "knows the advertiser's market and competition." For Advertiser Satisfaction, the question asked was, "On a scale of 1 to 10 (with 10 being the best), how satisfied are you, overall, with each media brand as a vehicle for advertising?"
ABC Sales tied sister network ESPN in winning the most categories overall.
Conducted by the firm Advertiser Perceptions, various media brands are recognized as "Highest Rated" based on advertisers' brand perceptions and overall satisfaction with those companies. Every spring and fall, Advertiser Perceptions surveys leading advertisers in the United States to gather their opinions and perceptions of the media brands they are considering for advertising. Through the Advertiser Intelligence Reports (AIR), these advertiser opinions provide the basis for "insight-metrics" used to measure media brand and media company performance. The media brands and companies that rank highest for each "insight-metric," and that possess a minimum required level of advertiser consideration, are selected as the highest-rated media brands. The categories that were surveyed include Brand Strength, Sales Knowledge, Customer Service, Advertiser Satisfaction and overall Media Company.