[15:12] Sam Eyre
The Discovery Channel excelled at producing engaging shows for young men, but this success was not translating into ad sales. The Managing Director recognized the importance of understanding the audience to effectively communicate, program, market, and sell advertising. Sense Worldwide was enlisted to conduct a comprehensive study on European men.
We embarked on the largest study of young men ever undertaken in Europe. Our approach involved speaking to men from diverse backgrounds to re-evaluate and update the understanding of modern men. We analyzed Discovery’s survey data and combined it with insights from expert commentators in fields like academia, research, and journalism.
To humanize the data, we leveraged The Sense Network, gathering personal stories from men from all walks of life, including stay-at-home dads. This diverse range of perspectives enriched our understanding of men and their communication preferences.
Our efforts resulted in the creation of a comprehensive report titled “Species” and an associated online planning tool. “Species” provided Discovery’s advertisers and program-makers with a deep and personal understanding of the evolving reality of men and manhood across 20 European countries.
The report, translated into 12 languages, was widely distributed to advertisers and commentators, generating over €2 million worth of PR and earning eight awards. This positioning established Discovery as the authoritative voice on young men, leading to a significant 26% year-on-year growth among its target audience of ABC1 men in the UK. Discovery became the go-to source for insights on this demographic.
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