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THE MEDIA SEP 2018 e-book

MEDIA OWNERS OF THE DECADE Tw o media owners come out tops With the 2018 edition being the 10th anniversary of the MOST Awards, we decided to look back on the performances of media owner sales teams over that decade. A new award was created, the Media Owner of the Decade. BRAD AIGNER combed through the numbers. As a main principle of the MOST Aw ards since its inception, much consideration was given to the methodology that would be fair to all companies. As is often the case, the fairest method was also the simplest and most objective. Rather than convening a panel of individuals to debate and decide the MOST Awards winners over the years, it was agreed to stick with the triedand tested and industry-approved formula that the MOST Awards has relied on for 10 years, the numbers. To derive the winner of each category, a simple scoring system based on companies’ MOST Awards rankings each year was used. If a company was ranked first in its category in a year, it got five points. Second in category would get four points and so on until fifth in category would earn a company one point. The company with the highest points score in each category would be the decade’s MOST Awards winners. Based on the scoring convention explained above, the topranked media owners by category over the past 10 years are: Rank Radio (2009-2018) 1 Mediamark 2 Primedia Broadcasting 3 The Media Connection Rank Television (2009-2018) 1 DStv Media Sales 2 e.tv 3 The Home Channel, Business Day TV & IGNITION Rank Cinema (2009-2018) 1 Cinemark 2 Cinevation Popcorn 3 The Home Channel, Business Day TV & IGNITION Rank Out of Home (2009-2018) 1 JCDecaux 2 Provantage 3 Primedia Outdoor Rank Digital (2009-2018) 1 The SpaceStation 2 Google Inc. 3 Mediamark Rank Newspapers (2009-2018) 1 Tiso Blackstar 2 Ads24 3 SPARK Media Rank Magazines (2009-2018) 1 Caxton Magazines 2 Media24 Lifestyle 3 Ndalo Media The Media Ow ner of the Decade To derive the best-of-the-best media owner over the past 10 years, the top 10 overall rankings were reviewed. Consistent with the scoring convention used to calculate the media owner winners by category, a score was given to each media owner according to its top 10 ranking year-on-year. Based on this convention, the top media owners over the past 10 years are: Rank Media Owner of the Decade Points 1 DStv Media Sales 50 1 Tiso Blackstar 50 3 Mediamark Radio 42 4 The SpaceStation 37 5 Caxton Magazines 35 6 Ads24 27 7 Media24 Lifestyle 26 8 Cinemark 25 9 JCDecaux 24 9 SPARK Media 24 It is not surprising that two media owners have shared the Media Owner of the Decade Award. Both DStv Media Sales and Tiso Blackstar have achieved similar results in the MOST Awards over the past decade. The former was rated as the top media owner overall in 2011 and 2016, while the latter (then known as Avusa Media and later the Times Media Group) achieved the same overall ranking three times, in 2009, 2014 and 2015. While the DStv Media Sales team has been ranked in the top 5 media owners overall five times, the Tiso Blackstar team has achieved the same ranking on four previous occasions. Third-placed Mediamark deserves a special mention. The team has dominated the rankings in its radio category to an extent unmatched by any other media owner. Specifically, in the past 10 years Mediamark has won the radio category eight times, an excellent achievement! • The Media | wagthedog.co.za P 5


THE MEDIA SEP 2018 e-book
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