Discovery Sponsors Biggest Global Research

Discovery Communications Incorporated, the parent company of Discovery Channel Europe, has co-sponsored the most comprehensive global marketing and opinion- research study of its kind. DCI includes The Discovery Channel Europe, The Learning Channel (TLC) and encompasses networks throughout the world.

The study reveals that average viewing per day in the UK (3.13 hours) is second only to Turkey (3.8) in Europe. Ireland came third (2.78), followed by Ukraine (2.7) and Russia (2.69). The Italians were lowest (1.72) with the Swiss (1.90). On average, Europeans watch 2.7 hours of TV daily.

It also shows that 96% of all households in the sample own at least one TV set and 84% own a colour TV. This compares with 90% who own a fridge, 63% a telephone and 46% a car.

UK consumers are amongst the most ‘chauvinistic’ in Europe: the UK is nearly 6 times more likely to say its home produced goods are the best in the world (compared with the European average). In terms of brand sensitivity, compared to global averages, Western Europeans are 17% more likely to say that different brands are better than others.

The research on programming shows that UK viewers like the same subjects as most Europeans – those about the environment, social issues and nature. They are keen on more challenging TV programmes and are more likely to enjoy a programme that is ‘interesting’ and ‘stimulating’.

Richard Burdett, Vice President of Advertising at United Artists Programming, commented: ‘Many believe that Europe is a cultural mish mash with no common market for advertisers. The findings released by Discovery Channel show that Western Europe is a far more cohesive marketplace than any of the other world regions.’

Discovery Channel: 0171 813 5000