This is the fourth of a series of articles that discuss select findings from Devoncroft’s 2024 Big Broadcast Survey (BBS), the largest annual global study of media technology industry trends, technology purchasing plans, and benchmarking of technology vendor brands.

Previous articles about the 2024 BBS reviewed the most important technology trends, the year-over-year change in most technology trends, and the 2024 BBS Global Brand Opinion League Table .

Following on the post devoted to the 2024 BBS Global Brand Opinion League Table , this looks at how the global sample of broadcast and media professionals who participated in the 2024 BBS ranked the more than 100 media technology suppliers covered in the study in terms of Net Change of Overall Opinion.

 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 2024 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.

Please note only technology purchasers and end-users responses where included in the opinion scores, as opposed to other technology suppliers or industry observers.  Also, the inclusion of any brand in the tables in this article is dependent on available sample size.  It is possible that a highly regarded brand was excluded from these findings based on sample size.

Results are shown in an overall industry “league table” that shows the 30 highest ranked suppliers by global respondents for the metric “Net Change in Overall Opinion.” Breakouts for individual geographic regions are available in the 2024 Big Broadcast Survey Executive Summary (link to storefront to purchase copy).

Taking the global Net Change in Overall Opinion league table together with tables for the individual geographies of Americas, EMEA (Europe, Middle East, and Africa), and Asia Pacific, there are a total of 56 vendors included in one of those four league tables.

The frequency of brand appearances across the four geographic Net Change in Overall Opinion league tables (Global, Americas, EMEA, and Asia Pacific) is the following:

• 11 brands are included in each of the four league tables;
• 13 brands are included in three of the league tables;
• 5 are included in two of the league tables; and
• 27 are included in a single league table.

The specific frequency are listed in the 2024 Big Broadcast Survey Executive Summary (link to storefront to purchase copy).

How These Results Were Calculated

All brands in the 2024 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.”

2024 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 the above table are presented in alphabetical order, not in the order brands were ranked by respondents to the BBS.  Also, the table in this posting measures the responses of all 2024 BBS respondents, regardless of their company type, company size, geographic location, job title and budget for broadcast technology products.

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.

The information in this article is based on select findings from the 2024 Big Broadcast Survey, a global study of media industry trends, technology purchasing plans, and benchmarking of media technology vendor brands. Several thousand media professionals in 100+ countries took part in the 2024 BBS, making it the largest and most comprehensive market study ever conducted in the media industry.

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