The Discovery Channel was brilliant at commissioning shows that engaged young men. This wasn’t however translating into ad sales.
The MD knew that “If you don’t know who your audience is, you can’t talk to them, programme, market, or sell advertising.” We were brought onboard to refreshed our seminal study on European men.
A report titled “Species” and the associated online planning tool. It gave Discovery’s advertisers and programme-makers a robust, yet very personal understanding of the changing reality for men and manhood across 20 European countries. “Species” was translated into 12 languages and sent to advertisers and commentators across Europe.
Discoveryʼs UK reach grew 26% year on year among its target audience of ABC1 men. The report delivered over €2m worth of PR and 8 awards, establishing Discovery as the go-to authority on young men. Discovery became the alpha.
We embarked upon the biggest study of young men that has ever been undertaken in Europe.
We spoke to men from across the spectrum to re-evaluate and update the understanding of what modern men look like. We boiled down Discovery’s survey data. We combined this with the views of expert commentators on society, such as academics, researchers and journalists.
To provide this data with a human face we tapped into The Sense Network. We got personal stories of men from all walks of life, including stay at home dads.
This was a powerful brew for anyone seeking to understand men and the most effective way to communicate with them.
If you don’t know who your audience is, you can’t talk to them, programme, market, or sell advertising. You’ve got to put the audience at the centre.
MD, Discovery Channel