Monday, March 15, 2010

Discovery en Español Study Captures the Essence of its Viewers

MIAMI – March 15, 2010 – Discovery en Español brings its viewers to life with a new multi-media ethnography, “Mi Mundo es en Español” (http://www.mimundoes.com/). The ethnographic study is based on comprehensive research conducted to help the channel better identify and serve its target audience. In partnership with Cheskin Research, Discovery en Español enlisted the help of an experienced photojournalist to capture over 20 hours and 3,000 images in high-definition of viewers in their everyday lives to determine what audiences value most.


“Each day we aim to reach a greater understanding of our audience in order to bring them entertaining and relevant content that will enrich their lives,” said Luis Silberwasser, Senior Vice President and General Manager, Discovery Networks U.S. Hispanic Group. “In addition, this study provides our advertisers and affiliates with deeper insight into who our viewers are, what sets them apart and why they are fans of Discovery en Español.”


Building on the success of the Thought Leaders Study commissioned in 2007, Discovery en Español continued to explore the pulse of the Hispanic community with a variety of consumer focused studies.


The results of these combined studies along with Nielsen and Simmons data provide a look into the lives of Discovery en Español’s viewers – enabling the network to learn more about their personal lives, including the following:


· Discovery en Español’s (DSCE) viewers skew young as compared to top networks: 67% DSCE, 63% Galavision, 60% Azteca, 59% Telemundo, 56% Telefutura and 52% Univision (viewers 18-49 / Monday-Sunday / 7-11pm, Jan-Dec 2009).


· Discovery en Español fills a need for viewers who are aspirational - 71% of DSCE viewers are more likely than the general population to say they look to progress in life by seizing on every opportunity (Simmons Winter, 2009).


· Discovery en Español’s viewers are more likely to see television as a way to learn and know about the world as compared to DSCE non-viewers and Spanish language TV viewers overall (Cheskin/DSCE quantitative study, 2009).


· On the key variables of quality programming, programming they can't find anywhere else and programming that the whole family can enjoy, Discovery en Español ranks consistently high as compared to broadcasters Galavision, Azteca, Telefutura, Telemundo, Univision (Cheskin/DSCE quantitative study, 2009).


These results were part of an exhaustive research project that spanned several years, nine field studies and included an 800-person quantitative study and 15 extensive focus groups across the country. The results of the study are available at www.mimundoes.com


About Discovery en Español
Discovery en Español is the Spanish-language voice of Discovery. It is the premiere network dedicated to offering the finest in quality programming in the areas of science and technology, world culture and history, nature and wildlife as well as real-life drama. The network creates an indelibly enriching experience by collecting the best of what Discovery’s networks have to offer in combination with its own original Spanish-language content. Created by the world’s most trusted media brand, Discovery en Español translates not just the words, but the feeling of Discovery, educating and engaging audiences nationwide with fascinating glimpses into the incredible world they inhabit. For more information, visit http://www.discoveryenespanol.com/.

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