Discovery Networks BeneluxJochem de Jong

JM 2040

Discovery Channel

• In the Netherlands since 1989.

• Quality documentaries for a wide audience.

• Relevance for advertisers and affiliate partners wasessential. A clear focus was necessary.

• The key target audience became: young men (25-39 yrs) .

Discovery and young men

• 2007: focus on Men 25-39

• Since then Discovery Channel is the most affinitive channelfor men - in the wide range of 18 to 50 yrs

Affinity Index Men 25-39

187

197

209212

160

170

180

190

200

210

220

2007 2008 2009 2010

Affinity Index: relative performance within the target group, compared to the total TV audience.

Expert in men

Discovery Insight Labs

• The largest study intoEuropean men ever conducted

• n = 14.000 men (25-39 yrs)• In 19 countries• Respected ‘men’ experts were

involved in the study• Segmentation model based on

18 ‘mindsets’• Preference and consumption

linked to brands (incorporatedinto a media planning tool)

• www.discoveryspecies.com

• 1-op-1 contact with our fans• Ever growing knowledge database• Since april 2008• 12.500 panel members in NL• 3.500 panel members in Flanders• 87% male and young• Used internally for optimising our

channels and communication• Used externally to help Brand

Partners in their campaigns and tocollect new insights on young men

• www.discoverypanel.nl• www.discoverypanel.be

A user’s guide to young men

LIFE ISSUES

LIFE ISSUES

“I am aware that I don’t look after my health as much asI should” (% agree)

62

%S

we

de

n

66

%R

ussia

64

%G

erm

an

y

37

%It

aly

69

%R

om

an

ia

62

%P

ola

nd

50

%N

eth

erl

an

ds

55

%F

ran

ce

59

% UK

Over-simplifiedmedia messagesdo nothing to helpwith such acomplex issue.

That’s why in spiteof them wanting it,it’s so hard for mento make andsustain healthychanges in theirlives.

Healthy Dutch men

• Dutch men prioritise health to men in other European countries.

• They are less worried about their health and care less aboutpersonal care products.

17%

18%

50%

68%

24%

31%

58%

53%

0% 20% 40% 60% 80%

I use more personalcare products than

before

I often worry about myhealth

I am aware that I amnot paying as much

attention to my healthas I should be

Staying healthy is apriority to me

Europe

Netherlands

Young men arespending moretime and moneyon their looks, butthis can bringanxiety as well aspride

“I use more skincare products these daysthan I used to” (% agree)

This trend is creating a generation highly self-conscious about their bodies and appearance:

Urban vs rural

Feel that not paying attention to appearancecould affect work, love life and future

Men care about their looks, but don’t want tolook like they care…

Changing prioritiesThe economic crisis has had it’s effect on the priorities of young men.The largest part of these men now are part of the Modern & In Controlsegment and less focussed on their own desires.

MODERN &IN CONTROL

ALL ABOUT ME

NON-COMMITTAL

PRESSUREDPROVIDER

35% 43%

43% 37%

10% 17%

12% 5%

Species Segmentation the Netherlands: 2008 vs 2009

2008 2009

2008

2009

Discovery Panel

Discovery Panel

- A need for more local (Dutch) insights and 1-to-1contact with our fans.

- Our own online panel for fast and flexible (quantitave)research.

- Qualitative research:

- Discovery Council (face-to-face)

- Online focus groups / blogs on panel website

• What do we do with it?

– Programme feedback

– Optimise (channel) communication

– Support sales (effects, relevance, likeability)

– Target group expertise: male insights

Insight: Dutch men are controlled risk takers

• Men are strict in following the alcohol and safety rules in dailytraffic

– 93% obeys the restriction of 2 drinks, when driving.

– 90% always wears a safety belt.

– Only 2% of men never wears a belt and uses their “feeling” todetermine if they can still drive after drinking.

• Speeding however is something almost all men regularly andconsistently do ...

– 14% sticks to speed limits, everywhere and always.

– Where 50 km/h is allowed, 26% drives at 60 km/h or more.

– Where 100 km/h is allowed, 38% (!) drives at 110 km/h or more.

Discovery Panel, June 2008

Insight: A relationship makes men happier

• Dutch men are generally happy; they ratethemselves with a 7.5

– Men in a relationship (8.0) are happier than single men(7.0)

– 90% of men are “happily in love”

• Freedom is considered the key element inhappiness, followed by friends and family life.

• The financial crisis was/is of no influence.

• To feel better instantly, men focus on sex, food andsports, while for women shopping is the nr 1 ‘feelgood’ activity.

• Most men feel they have enough leisure time anddon’t really need a holiday to feel better.

Discovery Panel, February 2009

Insight: Dutch men are happy fathers

• Fatherhood makes men feel happier– 90% admits to be happier since they became a dad

– 80% of men made a conscious choice for fatherhood

• A third of men sometimes longs back to life beforekids.

– This is most common amongst men who recently gottheir first child.

• Men still prefer to leave the daily care taking to theirpartners.

– 85% of men still work full time.

– Only 8% reduced the number of work hours.

– Of those men involved in daily child care, flexible workhours and places are the biggest solution.

Discovery Panel, July 2009

Insight: Men are supermarket fans

• Men like to shop for groceries.

– Only 5% of men really dislike this daily ritual.

– 35% really likes the shopping.

• Almost 75% of men in a relationship do the shopping togetherwith their partner.

– The main reason for this joint experience: it’s more fun that way.

– But men are practical and efficient: they want it done within 30 min.

• Men in a relationship are more aware of prices and discounts.

• 97% of men do all their daily grocery shopping in supermarkets.

• Going to markets is not for men, apart from social aspects.

• Online shopping however, is common for 90% of Dutch men.

Discovery Panel, October 2009

Insight: Efficiënt Male Vanity• Dutch men are vain, but all within efficiency limits.

– 84% of men want to look good to others.

– 75% of them is not satisfied with their looks.

– Personal care is key in looking good.

– The average Dutch men however, only spends 3 minutes in front of the mirrorin the morning.

• Men are sensitive for compliments, but are hesitant with givingthem.

– They prefer to receive compliments from their partner or women.

– Men are convinced that women like them for their personality and not theirlooks.

• According to men, the most attractive Dutch celeb men are: Chris Zegers,Humberto Tan and Ruben Nicolai.

Discovery Panel, February 2010

Insight: Media & Content

• Face-to-face meetings in the Discovery office with our viewers

• Online focus groups (forum) on the Panel website

• Deep-dive into behaviour and attitudes towards media andcontent, and to Discovery Channel and it’s programmes

• Viewers can suggest programmes (old and new content)

• Appreciation testing for new programme initiatives

• Trends in content consumption… TV and Online

Insights: Engaging young men

• Coming soon: an innovating study to determine what engagesyoung men in TV advertising

• Interviewing TV Experts in the market

• Using ‘biometrics’ technology from the US (Inner Scope)

• Measuring heart rate, Respiration rate (breathing), Movement andSkin moisture (sweat) of 24 Dutch men

• To determine the level of “Engagement” amongst men.

• Testing 40 different Dutch TV commercials in an online surveyamongst 2.500 men

Young men & media in 2040…

Young men today (16-24 yrs)

Online activities from aTV channel help tobuild my interest.

My computer ismy main

“viewing tool”. Ispend many

nights watchingseries and

movies on mylaptop, in bed.

Digital TV isn’treally my thing

yet… and I don’treally need it.

The ‘socialthing’ of

watching TVwith friends isgone. We’re

not going to sitdown behindmy laptop.

I’m open for TVon Demand, but

it has to becheap.

I’m more onlinethan watching

TV .

I ‘direct’ myown

programmingsupply.

With most success seriesfrom the USA, Holland is a

season behind. So Idownload them. Perfect.

One or two episodesper week is not

enough. I’m not goingto wait a week for a

new one.

Consumption changing rapidly

From our panel forum, discussed at this moment:

“With the introduction of the really fast internet,it’s easier to not only watch new content on theregular channels. For me as a student the stepstowards a completely internet-based and on-demand television world have advanced a greatdeal.”

“Using the EPG doesmean that the

programmes I watch aremore specifically tailored

to my demands andtherefore I watch less TV

together with others.”

“The whole perception of young people ischanging: it has to be fast, fun, attractiveand not too deep. Otherwise we lose ourinterest. That’s why many of us watch on-demand.”

“We have become extremely selective.”

Thank you …