TV networks have an identity problem brewing. According to a new report from advertising and consulting firm Anatomy Media, millennials age 18-26 generally can't identify the networks behind TV shows. The report is based on a survey of 3,100 millennials examining the impact media consumption, content discovery habits and network brand recognition has on broadcast and over-the-top (OTT) networks. The report found that young millennials who watch on traditional TV are, on average, better than desktop and mobile viewers at connecting programming to the network brands. But the problem is 71% of young millennials watch content via an OTT platform, with 50% of those watching exclusively on desktop or mobile devices. "What is interesting is that while networks consistently indicate that the viewer is at the center of their thinking, they don't seem to actually analyze how users truly behave," said Anatomy Chief Executive Gabriella Mirabelli in a statement. "We have learned that on-air promotion is still the most effective means of building brand awareness between a broadcast network's programming and their brand. As for OTT -- outside of Netflix -- there is also work to be done as their promotional efforts need to be more precise in order to be effective." Netflix Inc. garnered higher brand awareness scores than other streaming platforms and broadcast networks. According to the report, 65% of young millennials matched Netflix shows to the Netflix brand, while only 31% matched programs from Walt Disney Co.'s ABC, CBS Corp. and Comcast Corp.-owned NBC to their respective brands. Amazon.com Inc. shows were matched with Amazon just 20% of the time.
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