Discovery Enterprises International

In 2009, Discovery Channel in Finland increased its national share by 25% compared to 2008. The channel recorded a national share of 2.07% amongst its core target group, Men 25-39, with the average viewing time reaching 50 minutes. Increased viewer loyalty driven by key shows including MYTHBUSTERS and AMERICAN CHOPPER, was the driving force behind the channel’s success to become the 7th largest commercial channel in 2009. Throughout 2009, the Discovery Channel continued to boost its share within all audiences – most notably in the commercial audience, Adults 25-44, which grew by 16%.

In Denmark, Discovery Channel also experienced national share gains, with a 23% increase year on year to rank as the 6th largest commercial channel amongst the channel’s core target audience. The channel registered a 3.7% national share among Men 25-39, clocking-up an average viewing time of 40 minutes. Discovery Channel’s primetime share also rose by 35% year on year between Men 25-39, with titles such as DESTROYED IN SECONDS and STREET CUSTOMS instrumental to this success.

“Discovery Channel increasing its yearly audience share by 25% and 23% in Finland and Denmark respectively is phenomenal news for Discovery Networks Nordics” says Jan Andreassen, General Manager Discovery Networks Nordics. “The success puts us in great shape for 2010, whilst enhanced viewer loyalty clearly demonstrates that we are in tune with our core target audience’s needs and that we are providing the right content to keep them engaged. These fantastic results were made possible by the hard-work, dedication and enthusiasm of my team and I’d like to thank and congratulate everyone involved in this success.”