Discovery Channel is #1 for Equity Among Media and TV Brands in the Harris Interactive 2009 Equitrend Brand Equity Study
-- TLC Ranks in the Top Five for Equity Among TV and Online Brands --
June 8, 2009
(Silver Spring, Md.) For the fifth year in a row, Discovery Channel is the #1 Media and TV Brand in Overall Equity*, the primary measure in the Spring 2009 EquiTrend® Brand Equity Study by Harris Interactive®. Discovery Channel also ranked #1 for Overall Relevance, Purchase Consideration and Brand Expectations among Media and TV Brands. In addition, among the Top 100 Well-Known Brands, Discovery Channel ranked higher than any other media brand for Equity, Quality, Consideration and Value.
“It’s inspiring to have consumers consistently recognize Discovery Channel as a leading brand in the marketplace,” said John Ford, President and General Manager, Discovery Channel. “We are dedicated to providing a destination for high-quality content that informs and entertains consumers about the incredible world around them, and these study results further affirm that our brand continues to resonate with audiences.”
In addition to Discovery Channel’s #1 Equity ranking among TV Brands, TLC (#4), Animal Planet (#14) and Science Channel (#24) also ranked in the top 25 for the television category. Among all Online Brands, four of Discovery’s websites ranked in the top 25 for Equity: TLC.com (#5), DiscoveryChannel.com (#9), AnimalPlanet.com (#18) and DiscoveryHealth.com (#21).
*Brand Equity is a composite score based on Familiarity, Quality, and Purchase Consideration.
Methodology
A sample of 24,446 U.S. consumers ages 15 and over were surveyed online by Harris Interactive between March 26 and April 13, 2009, and the survey took an average of 35 minutes to complete. The sample was from the Harris Interactive online panel of respondents, a multimillion-member database consisting of cooperative respondents who have double-opted in to be randomly invited by Harris Interactive to take part in online surveys. The total number of brands rated was 1,203. Each respondent was asked to rate a total of 60 randomly selected brands. Each brand received approximately 1,000 ratings. Data were weighted to be representative of the entire U.S. population of consumers ages 15 and over on the basis of age by sex, education, race/ethnicity, region, income, and data from respondents ages 18 and over were also weighted for their propensity to be online.
About Discovery Communications
Discovery Communications (Nasdaq: DISCA, DISCB, DISCK) is the world’s number one nonfiction media company reaching more than 1.5 billion cumulative subscribers in over 170 countries. Discovery empowers people to explore their world and satisfy their curiosity through 100-plus worldwide networks, led by Discovery Channel, TLC, Animal Planet, Science Channel, Planet Green, Investigation Discovery and HD Theater, as well as leading consumer and educational products and services, and a diversified portfolio of digital media services including HowStuffWorks.com. For more information, please visit www.discoverycommunications.com.
About Harris Interactive®
Harris Interactive is a global leader in custom market research. With a long and rich history in multimodal research that is powered by our science and technology, we assist clients in achieving business results. Harris Interactive serves clients globally through our North American, European and Asian offices and a network of independent market research firms. For more information, please visit www.harrisinteractive.com.