Study: Big 4 TV Networks' Brand Strength Holding Up

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The four major TV networks are holding up well as distinct and relevant brands in the minds of consumers. For TV advertisers, that’s the good news. Here’s the not-so-good news: The brand identities of an increasing number of individual shows are declining, which poses a long-term brand-dilution problem for the networks if they fail to replace them with new hits.

That’s the bottom-line analysis from a new study by WPP’s Young & Rubicam Brands, using its proprietary research tool called Brand Asset Valuator (BAV).

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