Media Analysis: Top 10 media brands of 2007

Marketing identifies the year's best performers, united by their innovative content and strategies.

1. ITV2

2007 has undoubtedly been ITV2's year. In September, it reached a watershed by winning a greater share of 16- to 34-year-old viewers than rival Five for the entire month. Under the guidance of marketing director David Pemsel, ITV2 has developed a distinctive brand proposition and identity targeting this key demographic. Original, risque content such as Secret Diary of a Call Girl, starring Billie Piper, combined with US acquisitions, including cult hit Entourage, have ensured the it has achieved standout. Piper may have had mixed reviews for her portrayal of high-class hooker Belle, but the show posted the channel's highest audience of the year at 1.9m.

2. LOOK

The pink-Champagne corks have been popping at IPC's swanky new headquarters in Southwark for good reasons. This year its women's weekly Look posted a remarkable debut ABC circulation of 318,907. Although some predicted that the title would fail before it even hit the shelves, it has carved out a genuine niche in the market - building up a loyal following of fast-fashionistas.

3. FACEBOOK

No list of the year would be complete without Facebook. The social networking site has experienced phenomenal growth and now has more than 57m users, having recorded an average of 250,000 registrations a day in 2007. Ambitious marketers and new business directors have turned 'pal poaching' - adding your friend's friends to your own to appear more popular/successful - into an art form.

4. SETANTA

2007's new kid on the block, Setanta, successfully staged an audacious assault on Sky. Its subscriber base has grown to 3m during the year, partly helped by a partnership with Virgin Media. This month, the pair launched a rolling sports news channel to take on Sky Sports News, and from next August, Setanta's joint £425m deal with ITV will allow it to broadcast live England football friendlies and extensive FA Cup action.

5. METRO

While rival News International's thelondonpaper and its Associated stable-mate London Lite may have grabbed the headlines, Metro is the one raking in the revenues. Agencies have described the newspaper as 'vibrant and growing', and this year, the title has increased both its circulation, to 1.36m, and its advertiser base. In 2008, its aim is to overtake the circulation of Trinity Mirror - a target it seems right on track to hit.

6. THE WEEK

Dennis Publishing has described The Week as one of the 'best-kept secrets' in magazines - but in 2007 the secret was well and truly out. The weekly current affairs title, which condenses the best of British and foreign media into 35 pages, has won legions of fans. The magazine recorded an impressive 19% year-on-year increase in circulation in the August ABCs to reach a respectable 143,700.

7. GOOGLE

Last year's inclusion of the word 'Google' as a verb in the Oxford English Dictionary has confirmed that the search-engine brand is here to stay. It has become such an ingrained part of popular culture that celebrities readily admit to obsessive 'googling' of their own names. The brand, now synonymous with search, has also continued to post strong financial results.

8. GQ

Headlines predicting the demise of men's titles are nothing new, but the hammering sustained by the sector in the August ABCs made the continued success of Conde Nast's GQ even more exceptional. The title's circulation, which is fairly steady at 127,886, is now higher than IPC's Loaded - a notable achievement, considering the latter is the original lads' mag.

9. VIRGIN RADIO

In a mixed year for commercial radio, Virgin Radio emerged as a star performer, benefiting from its continued investment in live music and by getting closer to its listeners via an increased focus on digital media. The station grew its total audience by nearly 200,000 across the year, up from 2.34m to 2.53m. It is the rock station's highest reach since 2004.

10. THE O2

From inauspicious beginnings in its first incarnation as the Millennium Dome, the relaunched O2 is becoming a turnaround story. This year, acts including Prince and Take That have performed in the stadium and, with 1.4m tickets sold by the end of 2007, the venue has become the corporate-hospitality hotspot.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers