Study Reveals UK’s Strongest Media Brands
The Sun, Channel 4 and Capital Radio are among the UK’s strongest media brands, according the latest survey of senior agency directors from Ocean Consulting.
The fourth annual Media Brands study shows how 59 directors from 25 agencies view the brand health of UK media companies and their products.
In the newspaper market, the Sun was perceived to be the top consumer brand by 41% of respondents. It was also deemed to be the most effective in terms of ad sales, just ahead of the Guardian and the Daily Mail.
Channel 4 was voted the strongest TV brand by 29% of senior agency figures, ahead of Sky the BBC and ITV. It was ranked even more highly as an industry-facing brand, with a significant 42% of respondents recognising its strength.
Capital dominated the radio sector with 39% of agency bosses voting it the strongest consumer brand and 54% perceiving it to be the strongest industry brand. BBC Radio 2 was ranked the second most effective consumer radio brand, just ahead of Classic FM.
In the magazine world, NatMag’s Glamour and Vogue were perceived to be the most consumer centric brands, with Emap’s Heat and the BBC’s Radio Times also ranking highly. IPC was voted the strongest consumer magazine brand, followed by Emap and NatMags.
Yahoo! led the field in terms of new media and was voted the strongest online consumer brand by 30% of agency directors and the strongest industry-facing brand by 47%. Google was also valued as a consumer and industry-centric internet brand.
In terms of all round commercial and brand performance, Sky was was the most admired media organisation, followed by Emap, Associated Newspapers and Channel 4. Guardian Newspapers and Channel Five were highly valued by senior agency directors.
The study also shows that a third of respondents believe that TV advertising will become less effective as audience continue to fragment. A further 56% feel that ad avoidance will become an increasingly important issue when planning campaigns over the next two years.
Last year’s annual Media Brands study found radio to be the most active medium in promoting evidence of its effectiveness as an advertising tool (see Radio Considered Most Active In Promoting Effectiveness).
Ocean Consulting: 020 7480 5474 www.oceanconsulting.co.uk
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