In the current issue of Barron's (subscription required) (September 11, 2006), the financial weekly conducts a survey of 85 institutional investors. The purpose of the poll is to rate the 100 largest public corporations based on market capitalization in order of the respect they have garnered from these institutions. The survey allows the companies to be ranked in one of four categories: "respect highly", "respect", "respect somewhat," and "don't respect." The respondents said that they key factors they used to make their decisions were strong management, sound business strategy, consistent sales and profit growth, ethical business practices, and competitive edge.
The company that scored the highest was Johnson & Johnson with a mean score of 3.97. The lowest score was assigned to Time Warner Inc. (NYSE: TWX) with a mean score of .63, ranking its last on the 100 company list. None of the respondents rated Time Warner "respect highly." Fifteen of the institutions polled gave the company a "respect" rating. Forty-two ranked the company "respect somewhat" and thirty-two rated Time Warner "don't respect." The Barron's article said that the failure of the AOL merger and $584 million in restated earnings were the main factors that pushed the company to the bottom of the list
The top five companies were rounded out by General Electric Company (NYSE: GE), Procter&Gamble, Toyota Motor, and Berkshire Hathaway. Several companies did not have large enough market caps to make last year's list but were on for 2006. This included Google Inc. (Nasdaq: GOOG) at No. 20, and Comcast at No. 52.
A few companies also made big moves. Microsoft Corporation (Nasdaq: MSFT) dropped from No.3 to No. 22. Home Depot dropped from No.15 to No. 67. Intel dropped from No. 8 to No. 28.
Companies with notable moves up from last year included Honda, which rose from No 20 to No. 9. Also rising was Wal-Mart Stores (NYSE: WMT) from No. 22 to No. 17, and Chevron which moved from No. 44 to No. 26.
Time Warner's largest competitors also made the list. Disney was at No. 46, up from No. 76 last year. News Corp came in at No. 43. Last year the company was not large enough to be ranked.
While the survey is bad news for Time Warner, it also shows that companies can resurrect their images fairly quickly. Disney's jump in the survey with Robert Iger at the helm is a good example of this.
Investors would expect that Time Warner would have to make fairly significant changes to be viewed differently by institutional investors, but at least it can be done.