The Discovery Channel was brilliant at commissioning shows that engaged young men, but wasn’t translating that into ad sales.
Sense Worldwide embarked on 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 Discovery’s survey data with the views of expert commentators on society, such as academics, researchers and journalists, and the personal stories of men from all walks of life, drawn from the Sense Network. It’s a powerful brew for anyone seeking to understand men and the most effective way to communicate with them.
Called “Species”, our report and the associated online planning tool have given 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 alone grew 26% year on year among ABC1 men. Species also delivered over €2m worth of PR and 8 awards, establishing Discovery as the go-to authority on young men.
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
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