This is the seventh in a series of articles about some of the findings from Devoncroft’s 2013 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 2013 BBS, making it the largest and most comprehensive market study ever conducted in the broadcast industry.
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 2013 BBS.
The first two posts in this series described the 2013 BBS Overall Brand Opinion League Table, and the 2013 BBS Net Change in Overall Brand Opinion League Table.
These rankings show how the global sample of 2013 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.
A large number of brands were listed in the two previous ranking lists. Between these two sets of league tables, a total of 70 broadcast technology vendor brands were listed (out of a total of 151 brands included in the 2013 BBS (the complete list of brands included in the 2013 BBS can be found here).
There were 46 vendors in the in the 2013 BBS Overall Brand Opinion League Table (versus 48 in 2012), and 53 vendors in the 2013 BBS Net Change in Overall Brand Opinion League Table (versus 58 in 2012).
However, the brands in the Overall Opinion and Net Change of Opinion rankings were not always the same. In fact, out of the 70 broadcast technology vendor brands that were listed in the previous two rankings, just 29 brands were listed in both sets of rankings, either globally or regionally.
We’ve called this list of the 29 brands listed in both the 2013 BBS Overall Opinion and Net Change of Opinion rankings the 2013 BBS Brand Opinion Leaders League Table.
These vendors, shown below, are held in high regard today by broadcast technology buyers, and are also perceived to be getting better over time.
Please note that both audio and video brands are included in these rankings, and that the table below shown brands in alphabetical order, NOT in the order in which they were ranked in the study.
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 2013 BBS respondents feel is making them even stronger.
Year-over-year changes to these rankings:
Twenty-two in the 2013 BBS Brand Opinion Leaders League Table were listed in the 2012 version of these rankings:
Adobe, Aja Video, Autodesk, Avid, Blackmagic Design, Canon, Cisco, Dolby, Evertz, EVS, Lawo, Neumann, Panasonic, Riedel, Rohde & Schwarz, RTW, Sennheiser, Shure, Snell, Sony, Tektronix, Yamaha
The following seven companies in the 2013 BBS Brand Opinion Leaders League Table were not included in this ranking in in 2012
Adam, Angenieux, Fujinon, Solid State Logic, Soundcraft, Studer, Wheatstone
The following eight companies that were listed in the 2012 BBS Brand Opinion Leaders League Table are not included in the 2013 ranking:
Apple, Clear-Com, Genelec, Harmonic, Harris, Omneon, Schoeps, Wohler
Brand Opinion Leaders by Product Categories
As shown in the chart below, the companies in the 2013 BBS Brand Opinion Leaders League Table make products in 23 of the 30 categories that we covered in the 2013 BBS, down from 25 product categories in 2012.
The top products for brand leaders are Audio Mixing Cosoles, Microphones, Audio Processing and Monitoring, Graphics & Branding, Production Switchers, Signal Processing / Interfacing / Modular, and Video Editing.
The chart above has a good mix of audio and video products, as well as a mix of hardware and software products.
However, it is interesting to note that many of the most frequently cited product categories are audio-related. Some vendors on this list, such as Adobe, Avid, Riedel, and Sony, are listed in both audio and video product categories in the 2013 BBS. Other vendors are listed in only audio categories. These include Adam, Dolby, Lawo, Neumann, RTW, Sennheiser, Shure, Solid State Logic, Soundcraft, Studer, Wheatstone, and Yamaha.
It is also useful to look at the number of product categories provided by each vendor in the Global Brand Opinion 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 2013 BBS).
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, sixteen brands appear only once.
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.
The 2013 Big Broadcast Survey (BBS) – overview of available reports, including covered brands and product categories
Previous Year: The 2012 BBS Global Brand Opinion Leaders League Table
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