Ranking Broadcast Technology Vendors Part 3 – the 2012 BBS Global Brand Opinion Leaders League Table

Posted by Joe Zaller
Aug 28 2012

This is the sixth in a series of articles about some of the findings from the 2012 Big Broadcast Survey (BBS), a global study of broadcast industry trends, technology purchasing plans, and benchmarking of broadcast technology vendor brands. Nearly 10,000 broadcast professionals in 100+ countries took part in the 2012 BBS, making it the largest and most comprehensive market study ever conducted in the broadcast industry.

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This is the third post in a series of articles about how broadcast technology vendors were ranked and benchmarked on a variety of metrics by the respondents to the 2012 BBS.

The first two posts in this series described the 2012 BBS Overall Brand Opinion League Table, and the 2012 BBS Net Change in Overall Brand Opinion League Table.  These rankings show how the global sample of 2012 BBS respondents rated a variety of broadcast technology vendor brands in terms of their overall opinion of these vendors, and also how their opinions have changed over time.

There were 48 vendors in the in the 2012 BBS Overall Brand Opinion League Table, and 58 vendors in the 2012 BBS Net Change in Overall Brand Opinion League Table.

However, the brands in the Overall Opinion and Net Change of Opinion rankings were not always the same. In fact, between these two sets of league tables, a total of 76 broadcast technology vendor brands were listed.

This post looks at looks at the companies that were listed in both the Overall Opinion and Net Change in Overall Opinion Rankings. In other words, these are the companies whose brands are held in high regard today, and who are perceived to be getting better over time.

We’ve called this list the 2012 BBS Brand Opinion Leaders League Table. Out of the 76 broadcast technology vendor brands that were listed in the previous two rankings, just 30 brands (out of 152) were listed in both sets of rankings, either globally or regionally. These are shown below.

Please note that these results are shown in alphabetical order, NOT in the order in which they were ranked in the study. 

 


The 2012 BBS Brand Opinion Leaders League Table:

 

Not only do 2012 BBS respondents hold these companies in high regard, their opinion of them has improved over the past several years.

There are a wide variety of companies on this list, including large and small firms; single product and multi-product firms; global and regional players; and audio and video technology providers.

What they have in common is strong brand recognition, and a dynamism that 2012 BBS respondents feel is making them even stronger.

 

Brand Opinion Leaders by Product Categories

As shown in the chart below, the companies in the 2012 BBS Brand Opinion Leaders League Table make products in 25 of the 30 categories that we covered in the 2012 BBS.

The top products for brand leaders are Audio Processing and Monitoring, Graphics & Branding, Microphones, Signal Processing / Interfacing / Modular, Video Editing, and Video Transport.

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2012 BBS Brand Opinion Leaders League Table — Frequency of Product Categories:

 

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The chart above has a good mix of audio and video products, as well as a mix of hardware and software products.

It is also useful to look at the number of product categories provided by each vendor in the Global Brand Opinon Leader League Table.  After all, larger companies often make more products and are consequently used in more places than their smaller counterparts.

The table below shows the number of product categories that each brand in this ranking produces (as defined by the segmentation used in the 2012 BBS).

 

 

2012 BBS Brand Opinion Leaders League Table — Number of 2012 BBS Product Categories per Brand:

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While there are several brands on this list that appear in many product categories, the vast majority produce only one or two types of products.  Indeed out of the thirty brands in this table, about hale 2/3 appear only once (down from 2/3 in 2011).

Keep in mind that companies who produce only one type of product are not necessarily small.  There are some very large companies on the list above who appear in just one 201 BBS category.

It turns out that to fully understand what drives brand opinion and brand leadership, one needs to look at the factors that drive and influence these perceptions.  This includes the company’s reputation for things like innovation, reliability, quality, value and great customer service.

These metrics will be covered in future posts.

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Please keep the following in mind when reviewing this information: All data these charts are presented in alphabetical order, not in the order brands were ranked by respondents to the 2012 BBS. All data in this article measures the responses of all non-vendor participants in the 2012 BBS, regardless of organization type, organization size, job title, geographic location, or purchasing authority — responses based on individual organization types or geographic locations may be very different from the results shown in this article.  There is a minimum sample size requirement for any brand to be included in any cut of the data presented in this article. There were a total of 152 brands covered in the 2012 BBS, for a complete list please click here. Granular analysis of these results is available as part of various paid-for reports based on the 2012 BBS data set. For more information about this report, please contact Devoncroft Partners.

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Devoncroft Partners has published a variety of reports from 2012 BBS data.  For more information, please get in touch.

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Related Content:

The 2012 Big Broadcast Survey – Information and available reports

The 2012 BBS Broadcast Industry Global Trend Index

Tracking the Evolution of Broadcast Industry Trends 2009 – 2012

Analyzing Where is Money Being Spent in the Broadcast Industry – The 2012 BBS Broadcast Industry Global Project Index

Ranking Broadcast Technology Vendors Part 1 – The 2012 BBS Overall Brand Opinion League Table

Ranking Broadcast Technology Vendors Part 2 – The 2012 BBS Net Change of Overall Brand Opinion League Table

Last Year:  The 2011 BBS Global Brand Opinion Leaders League Table

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