discover discovery- an insight into the world of discovery channel

Discover Discovery

Discover Discovery

“Increasingly, mass marketing is turning into a mass of niches. Chris Anderson Author – Long Tail

Discovery Portfolio In India

Discovery

Markets

Where has it been discovered?

Source : TAM, CS 4+ All India All Day TVR’000s wk18-wk30 2011

Guj3.8%

Raj2.9%

PHCHP5.8%

Delhi12.5%

UP11.5%

Mah25.0%

MP2.9%

Kar2.9%

AP7.7%

TN11.5%Ker

1.9%

Ori1.0%

Ass1.0%BI

0%

CH1.9%

WB7.7%

6 Metros – 40% (NGC -36.4%)10L + – 20% (NGC – 20.5%)Less than 10L – 40% (NGC – 43.3%)

HSM markets contribute the most at

76% (NGC @ 77.3%)

The Key markets are the 6 metros within

which the key markets are Delhi, Mumbai,

Chennai and Kolkatta.

*Even though the less than 10L markets contribute a high %age , their numbers are too many as compared to the 6 metros

Other discoveries?


Animal Planet & TLC are the 2 other

successful channels from the portfolio

The Key markets are again the 6 metros

Discovery Turbo and Discovery Science

are completely led by the 6 metros

7.1%7.1%

3.6%28.6%

21.4%

3.6%

7.1%

3.6%

7.1%

7.1%

14.3%

7.1%

7.1%

14.3%

% contributionMumbai 10.7 14.3

Delhi 7.1 7.1

Kolkatta 10.7 7.1 50

Chennai 3.6

Bangalore 7.1 7.1

Hyderabad 3.6 7.1

6 Metros 39.3 42.9 50 100

10 L + 21.4 35.7

Less than 10 L 39.3 28.6

HSM 71.4 78.6 50 100

South 28.6 28.6 50


% contribution NGC Wild Travel XP Fox History & Traveler

NDTV Good Times

6 Metros 75.0 40.0 36.4 45.5

10 L + 25.0 40.0 18.2 18.2

Less than 10 L 25.0 20.0 36.4 36.4

HSM 75.0 90.0 81.8 63.6

South 25.0 10.0 18.2 36.4

Skews for the Genre is 6 Metros and

HSM

Very niche players like discovery

Turbo and Discovery Science are

limited to 1 big market

Who’s Discovere

d it?

Males,15-34 yrs,

All SECsMales,15-34 yrs,

All SECs

63%

38%

19%

25%

19%

13%

13%

13% 25%

25%19%

31%

Males Females 4-14yrs 15-24 yrs 25-34 yrs 35-44 yrs SEC A SEC B SEC C SEC D/E45-54 yrs 55+ Yrs

NGC

Sex

Age

SEC

63%

37%

20%

24%

20%

12%

12%

12%21%

26%

21%

31%

Discovery

Sex

Age

SEC

Source : TAM, 6 Metros All Day TVR’000s wk18-wk30 2011

TVRs 000s - 41 TVRs 000s - 16

AA, All yrs, SEC

ACDEMales, All yrs,

SEC ABDE

50%50%

17%

17%

17%17%

17%

17%33%

33%

33%


NGC Wild

Sex

Age

SEC

59%

41%

18%

18%

18%

18%

18%

9% 25%

34%

16%

25%

Animal Planet

Sex

Age

SEC


TVRs 000s - 11 TVRs 000s - 3

100%

17%

17%

17%17%

17%

17%25%

25%25%

25%


Discovery Turbo

Sex

Age

SEC

50%50%

10%

50%10%

10%

10%

10%17%

17%

17%

50%

Discovery Science

Sex

Age

SEC


AA,15-24 yrs,

SEC D Males, All ages,

All SECs

TVRs 000s - 2 TVRs 000s - 1

Base still too small to conclude

the exact audience the channels

are speaking too.

Are other genre audiences the same as Discovery

audience?

Males, 15-34 yrs,

SEC ABDEMales, 15-34 yrs,

SEC ABDE

67%

33%

13%

28%

25%

13%

13%

10% 24%

27%21%

27%


Movies Now

Sex

Age

SEC

64%

36%

14%

29%

21%

14%

11%

11%30%

23%20%

27%

Star Movies

Sex

Age

SEC


TVRs 000s - 28 TVRs 000s - 33

Discovery – M 15-34 All SECs vs Movie channels

Males, 15-44 yrs,

SEC ACDEMales, 24-34 &

55+ yrs, SEC A

56%44%

11%

22%

22%

22%

11%

11%

36%

14%25%

25%


NDTV 24*7

Sex

Age

SEC

63%

38%

7%

15%

24%

15%

15%

24%

46%

21%

21%

13%

Times Now

Sex

Age

SEC


TVRs 000s - 12 TVRs 000s - 9

Discovery – M 15-34 All SECs vs English News channels

Males, 15-34 &

55+ yrs, SEC AMales, 15-34 yrs,

All SEC’s

60%

40%

7%

27%

27%

7%

7%

27%

55%

15%

15%

15%


Star World

Sex

Age

SEC

63%

38%

13%

25%

25%

13%

13%

13% 25%

25%25%

25%

AXN

Sex

Age

SEC


TVRs 000s - 8 TVRs 000s - 5

Discovery – M 15-34 All SECs vs English entertainment

Who’s grabbed the share of attention ?

Discovery leads across all niche channels, its sibling Animal Planet

also grabs eyeballs

9X M

Discovery

MTV

Movies Now

PIX

Star Movies

Channel V

CNN IBN

HBO

National Geographic Channel

AXN

Animal Planet

Times Now

CNBC TV18

Fox History & Traveller

Headlines Today

NDTV 24x7

NDTV Good Times

Star World

TLC

WB

Zee Studio

0

0.01

0.02

0.03

0.04

0.05

0.06

0.07

0.08

0.09Avg Wkly TVR

Source : TAM, M 15-34 yrs All SEC ,6 Metros All Day TVR’% wk18-wk30 2011

All 5 of Discovery’s channels are placed in the top 7. The network also enjoys very

high retention.

Discovery


Animal Planet

TLC


Discovery Science

Discovery Turbo

Travel XP

National Geographic Wild

Nat Geo Adventure

Nat Geo Music

0

10

20

30

40

50

60

70Rch %

Source : TAM, M 15-34 yrs All SEC ,6 Metros Rch’% wk18-wk30 2011

41%

33%

30% 25% 22%

24% 21%23%

30%

#’s % Retention

Weekly Reach Cum Reach

Discovery Vs. Movies and Music

Discovery leads even amongst Movies and Music..

Both in reach and TS making it a clear winner

Discovery

MTV

Star Movies

Movies Now

Channel V

PIX


9X M

HBO

Animal Planet

NDTV Good Times

TLC


Zee Studio

WB

Discovery Science

Discovery Turbo

Travel XP


MGM

Lumiere M

ovies

Nat Geo Adventure

Nat Geo Music

0

10

20

30

40

50

60

70

0

20

40

60

80

100

120Rch %

Source : TAM, M 15-34 yrs All SEC ,6 Metros wk18-wk30 2011

TS Univ

TG - M 15-34 SEC ABDE

Discovery Movies Now Star Movies

Avg TVR 0.08 0.08 0.06

Cum Rch % 65.6 51.3 56.9

TS Univ 105 102 85

Discovery leads even in the core audience of the movie channels

Source : TAM, M 15-34 yrs SEC ABDE ,6 Metros wk18-wk30 2011

Discovery Vs. News

Discovery is almost 4 times more viewed as compared to Times now and almost 3 times more

as compared to NGC

Discovery

Times Now


NDTV 24x7

CNN IBN

Headlines Today

CNBC TV18

Animal Planet

NDTV Profit

TLC


Bloomberg UTV

Discovery Science

Discovery Turbo

BBC World New

s

Travel XP


CNN

Nat Geo Adventure

Nat Geo Music

0

10

20

30

40

50

60

70

0

20

40

60

80

100

120Rch %


TS Univ

Times Now TG - M 25-34 & 55+ yrs, SEC A

Discovery Times Now NDTV 24*7

Avg TVR 0.05 0.07 0.03

Cum Rch % 63.4 57.7 59.1

TS Univ 70 95 43

Discovery leads in the core audience of the news channels – leads on reach in Times

now TG


NDTV 24*7 TG - M 15-44, SEC ACDE

Discovery Times Now NDTV 24*7

Avg TVR 0.07 0.02 0.02

Cum Rch % 64.5 49.1 48.1

TS Univ 94 25 21

Discovery Vs. English Entertainment

Discovery is almost 5 times more viewed as compared to AXN

Discovery


AXN

Star World

Animal Planet

TLC


Zee Café

Discovery Science

Discovery Turbo

Travel XP


Fox Crime

FX Nat Geo Adventure

Nat Geo Music

0

10

20

30

40

50

60

70

0

20

40

60

80

100

120Rch %


TS Univ

Star World TG - M 15-34 & 55+ yrs, SEC A

Discovery AXN Star World

Avg TVR 0.07 0.02 0.03

Cum Rch % 62.0 44.2 40.9

TS Univ 93 28 37

Discovery leads in the core audience of the Entertainment as well


“ No matter whom we are talking about, from movies to chiropractors to books to financial planners, the consumer hankers after specializationSusan FriedmannAuthor – Riches in Niches

Share of pieDiscovery NGC

No of advertisers

153 115

Common advertisers

82 82

Total FCT 276 Hrs 227 Hrs

Exclusive advertisers

71 33

Source : MAP FCT - wk18-wk30 2011

NGC’s exclusive brands contribute 28% of their FCT, these 8 alone contribute 18%.

Brands to focus on-

Source : MAP FCT - wk18-wk30 2011

LOG

Discovery is the largest network in the niche genre today

Each of its channels enjoys the highest reach and TS as compared to its main competitor

Even compared to other niche players of the English movies, Music, News and entertainment , Discovery channel is by far a better performer making it a channel of choice in planning

Since its retention and reach is both high, it can actually work as both a reach and frequency builder for this audience. It even performs on the core TG of the other genres making its presence important.

Advertisers have seen the benefits of being on Discovery and therefore it has a bigger basket of advertisers on it, but there is still much to gain from NGC

“Increasingly, search is our mechanism for how we understand ourselves, our world and our place within it

John BattelleFounder-Federated Media Publishing

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