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Discovery Networks Asia-Pacific's portfolio of six networks (Discovery Channel, Animal Planet, Discovery Travel & Living, Discovery Turbo, Discovery Science and Discovery Home & Health) posted phenomenal double-digit audience growth in both Primetime and Total Day for the combined seven markets of India, Japan, Australia, Taiwan, Malaysia, Singapore and Hong Kong in the first quarter of 2009.
The Discovery networks' audience growth outpaced total pay-TV increases of 20% in Primetime and 16% in Total Day audience among total pay-TV viewers, and likewise with the core target group of Adults 25-54, with both genders.
Among all pay-TV viewers in 1Q09 versus 2008, Discovery's combined seven-market primetime audience grew from 285,079 to 370,278 (+30%) and from 161,808 to 209,563 (+30%) among total day audience based on local Peoplemeter data. Among Cable 25-54, Discovery's core audience, DNAP also registered strong performance growth of 25% — increasing its audience from 147,640 to 185,199 in primetime and from 83,378 to 103,994 in total day. DNAP also enjoyed primetime audience growth of 17% among Asian affluents (with above average household income) and 19% among PMEBs.
The flagship brand, Discovery Channel, was a key driver of the ratings gain, with a 42% increase in audience in primetime and 40% among total day audience with all cable viewers. The network also recorded primetime audience gains of 34% among Adults 25+ and 21% among Asian affluents. Discovery Channel is now the number one international channel in Asia-Pacific, reaching more than 83 million pay-TV viewers every month.
Animal Planet and Discovery Travel & Living also strengthened their performance among both both primetime and total day audiences, up 24% and 12% respectively. Animal Planet recorded a 26% increase among Asian affluents and a 23% gain among PMEBs. The network's monthly reach has expanded by 23% in 1Q09, reaching more than 49 million pay-TV viewers.
Additionally, Discovery Travel & Living's monthly reach has increased by 15% among pay-TV viewers, enjoying 13% and 9% primetime audience growth among PMEBs and Asian affluents, respectively. Emerging network Discovery Science also posted double-digit audience growth among the core Cable 25-54 group, with a 10% increase in its primetime audience and 16% growth in total day audience.
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