Agency Survey Reveals UK’s Strongest Media Brands
The Sun, Sky and Capital Radio have been named as some of the UK’s strongest media brands in the latest survey of senior agency figures from Ocean Consulting.
The fifth annual Media Brands study shows how 36 directors from more than 20 agencies view the brand health of UK media companies and their products.
In the national newspaper market, the Sun was perceived to be the top consumer brand by around 50% of senior managers, who ranked it above the Guardian and the Telegraph. However, the red-top failed to shine as an industry-facing brand, with less than 6% of respondents recognising its strength.
Sky was voted the strongest consumer-orientated television brand by more than 36% of senior media executives, placing it ahead of its main terrestrial rivals, ITV, Channel 4 and the BBC. However, the newly merged ITV was perceived to be the strongest industry brand by a staggering 40% of respondents.
Capital dominated the radio sector with almost 23% of agency bosses ranking it as the top consumer brand and more than 60% voting it the most effective industry-facing brand. Classic FM was perceived as the second strongest consumer radio brand ahead of Kiss and Heart.
In the magazine sector, the runaway success of Emap’s celebrity focussed Heat showed no signs of slowing with more than 34% of respondents voting it the most consumer-centric brand. Natmag’s Vogue and Richard Desmond’s OK! also performed well. However, Emap was ranked the strongest industry-facing magazine brand, ahead of Condé Nast and IPC.
Google led the field in terms of new media and was voted the strongest consumer brand by 41% of senior directors, placing it just ahead of Yahoo! and AOL. However, Yahoo! stole the crown as the most industry-centric brand, with 40% of respondents recognising its strength in this area.
In terms of all round commercial and brand performance, Sky was revealed as the most admired organisation, followed by ITV, which has done much over recent months to improve its relationship with advertisers and agencies. However, Capital Radio was voted the most improved media brand by 19% of respondents and a further 13% of senior agency bosses felt the Independent had done the most to improve its offering.
Earlier this month Heinz and Sony were revealed as the UK’s most remembered brands ahead of some of the best known international names, which failed to get mentioned in the latest Brand Check Survey (see Heinz And Sony Are Most Remembered UK Brands).
Ocean Consulting: 020 7480 5474 www.oceanconsulting.co.uk
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