This is the fourth in a series of posts reviewing excerpts of the 2018 Big Broadcast Survey (BBS) and the second such post about how the brands of technology suppliers were ranked by respondents to the 2018 BBS.
Previous articles about the 2018 BBS reviewed the most important technology trends, technology products being evaluated for purchase in 2018, and the 2018 BBS Overall Brand Opinion League Table.
Following on the post devoted to the 2018 BBS Overall Brand Opinion League Table, this post looks at how the global sample of broadcast and media professionals who participated in the 2018 BBS ranked their Net Change of Overall Opinion of the more than 100 media technology suppliers covered in the study.
Net Change of Overall Opinion
A supplier’s ranking on “overall opinion” is an important metric. Of equal importance is how this opinion has changed over time. An examination of the change in opinion will highlight whether the market’s perception of a supplier is trending in a positive or negative direction, and at what rate. Using the brand responses in the 2018 BBS, we calculate a Net Change in Overall Opinion metric for each supplier.
An explanation of how these results were calculated can be found at the end of this article.
This measure is then a concise reflection of the positive or negative perception generated from a suppliers recent customer installations, new product introductions, and other interactions with technology purchasers and end-users. Since it takes into account both positive and negative responses, it presents – in many respects – a more balanced view of each brand.
The Net Change in Overall Opinion findings in the 2018 BBS are shown below in two ways:
- An overall industry “league table” that shows the 30 highest ranked suppliers for the metric “Net Change in Overall Opinion.” The data in this chart is broken out globally and regionally.
- An analysis of the “frequency” of appearance in the “Net Change in Overall Opinion League Table.”
The top 30 ranked brands for Net Change in Overall Opinion are shown below for both the global sample of all respondents as well as for all respondents in each of the geographic regions.
In all cases these results are shown in alphabetical order, NOT in the order in which they were ranked by respondents to the survey.
A total of 56 technology supplier brands are included in the above table. The relatively large number of brands illustrates the variation in how customer opinions have changed across the geographic segmentation of respondents.
The frequency of brand appearance in the above geographic categories breakdowns as follows,
- 9 brands ranked in the top 30 of all four categories – Global, EMEA, Asia Pacific, and Americas
- Ableton, Adobe, ARRI, Avid, Blackmagic Design, Lawo, NewTek, Sennheiser, Shure
- 9 brand ranked in three of the four categories
- ateme, Panasonic, Phabrix, Riedel, Rode, Rohde & Schwarz, Ross Video, Solid State Logic (SSL), Telestream
- 18 brand ranked in two of the four categories
- Aja Video, Allen & Heath, Arista, Aspera, AWS Elemental, Calrec, For-A, GatesAir, Huawei, LiveU, Net Insight, RED, SAM, Schoeps, Sony, Steinberg, Vizrt, Yamaha
- 20 brands ranked in just one of the four categories
- AKG, Apple, arvato / S4M, Audio-Technica, Canon, ChyronHego, Dejero, Dell EMC, Grass Valley, Ikegami, Mackie, Marshall Electronics, MediageniX, NEC, NetApp, Neumann, Propellerhead, RTS Intercom Systems, Tedial, Teradek
Frequency Analysis of the Brands in the 2018 BBS Net Change of Overall Opinion League Table:
The table below depicts the global and regional performance for each brand in the top 30 ranking of Net Change of Overall Opinion. It provides a better understanding of where each brand was highly ranked for Net Change of Overall Opinion.
The frequency chart shows some interesting geographic variation in the data.
Appearing in the top 30 “Net Change of Overall Opinion” ranking globally, but no individual region
Dejero is the only brand having managed to achieve a top 30 ranking globally without registering in the top 30 of any region. This may be a function of sample size. As discussed below, there is a minimum sample size requirement for inclusion in each cut of the data presented in these chart, and the global ranking, by definition, has the largest overall sample.
Appearing in the top 30 “Net Change of Overall Opinion” ranking globally + one region
11 brands managed to achieve a top 30 ranking globally, despite being in the top 30 of only one of the three geographic regions. Those brands were Aja Video, Arista, Calrec, For-A, GatesAir, Huawei, LiveU, Net Insight, Schoeps, Sony, and Yamaha.
Appearing in the top 30 “Net Change of Overall Opinion” ranking in one region
The following 18 brands did not make the top 30 in the global league table of overall opinion, but they did appear in the top 30 overall opinion ranking in one of the geographic regions:
- Ableton, Allen & Heath, Aspera, AWS Elemental, Axon, beyerdynamic, Digico, GatesAir, Harmonic, Hitachi, Imagine Communications, IneoQuest, Leader, Nevion, Ross Video, SAM, Solid State Logic (SSL), Vizrt
Appearing in the top 30 “Net Change of Overall Opinion” ranking only in EMEA
- MediageniX, NetApp, Neumann
Appearing in the top 30 “Net Change of Overall Opinion” ranking only in Asia-Pacific
- AKG, Apple, arvato / S4M, Canon, Dell EMC, Grass Valley, Ikegami, Mackie, NEC, Propellerhead
Appearing in the top 30 “Net Change of Overall Opinion” ranking only in the Americas
- Audio-Technica, ChyronHego, Marshall Electronics, RTS Intercom Systems, Tedial, Teradek
How These Results Were Calculated
No company is perfect, and the brands we measured in the 2018 BBS are no different. All brands in the 2018 BBS had both positive (got better) and negative (got worse) connotations associated with them. There were also are significant percentage of respondents who said their opinion of a brand had “stayed the same.”
2018 BBS participants were asked to rank their opinion of media technology vendor brands on a scale of 1-10 — with 10 being best in the market, and 1 being worst in the market. We then asked respondents whether their opinion of these brands has changed over the last few years – specifically whether they feel their opinion of each brand has “improved,” “declined” or “stayed the same.”
The Net Change in Overall Opinion for each brand was then calculated by subtracting the percentage of respondents who said a brand “got worse” from the percentage of respondents who said their opinion of a brand had “got better,” while ignoring the “stayed the same” responses.
This “change of opinion data” provides a more comprehensive view of how each brand is perceived by the market because it takes into account positive and negative perceptions.
Please keep in mind when reviewing this information that all data in these charts are presented in alphabetical order, not in the order brands were ranked by respondents to the BBS. Also, the charts in this posting measure the responses of all 2018 BBS respondents, regardless of their company type, company size, geographic location, job title and budget for broadcast technology products.
In order to get full value from this data, it is necessary to evaluate these results on a granular basis. If you would like more information, please contact Devoncroft Partners.
Please also note that inclusion of any brand in any cut of the data shown the tables in this article is dependent on available sample size. The minimum sample size for inclusion in these charts is 30 respondents per cut of the data. Therefore it is possible that a highly regarded brand was excluded from these findings based on sample size.
The information in this article is based on select findings from the 2018 Big Broadcast Survey (BBS), a global study of broadcast industry trends, technology purchasing plans, and benchmarking of broadcast technology vendor brands. Several thousand broadcast professionals in 100+ countries took part in the 2018 BBS, making it the largest and most comprehensive market study ever conducted in the broadcast industry.
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