Yes, it's true. The assumed advantage of the largest TV networks -- mass audience reach -- is proving to be a myth, with both marketers and agency executives at all levels of responsibility rating Facebook, Amazon and Google/YouTube as more valuable for delivering on mass audience reach goals than broadcast and leading cable network groups. The continuing market dominance of Amazon, Facebook and Google is being driven by their ability to share detailed metrics against specific KPIs identified by marketers and their agencies. According to a new survey of more than 1,200 U.S. brand marketers and agency executives conducted by Jack Myers TomorrowTodayfor MediaVillage, 80% percent of all respondents rate the three leading online companies as very valuable for reach delivery compared to only 61% who rate the four leading broadcast networks as very valuable. This stunning reality confounds broadcast executives and many industry analysts, suggesting that the networks are not successfully managing ad community perceptions of their core value propositions.
Can It Be True? Facebook, Google, Amazon Drive More Mass Reach than B'cast Nets?
