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| Discovery Channel Is No. 1 in Viewer Satisfaction According to National Audience Survey |
| Posted
on Thursday, February 07, 2008 - 02:59 PM |
Discovery Channel grows its winning streak with Canadian viewers across key satisfaction categories, according to a recent national survey of audience attitudes. Just released, the 2007 TV Quality Survey (TVQ) results reveal that Discovery Channel is the top-ranked channel for viewer satisfaction among recent survey respondents. The channel has consistently claimed top marks in viewer satisfaction since the survey’s inception in 1997.
According to the 2007 survey results, Discovery Channel takes the lead in viewer satisfaction. In 2006, Discovery Channel was the top specialty channel in this category; now, the service claims the No. 1 position overall with 37.4 per cent of respondents claiming to be “very satisfied” with the service, outpacing its nearest competitor by 2.5 percentage points. In 2007, Discovery Channel maintained its position in the highest spot, at 28.4 per cent, of all specialty channels among survey respondents willing to pay $1 per month for the service, just behind two Canadian conventional networks (CTV at 31.1 and CBC at 29.8 per cent), but well ahead of the major American conventional networks (16.8 to 20.7 per cent).
Discovery Channel received overwhelming accolades in the “best science and nature programs” category, growing three percentage points over last year to claim 66 per cent in this category – while its second place rival only garnered 8 per cent! In 2007, Discovery Channel beat category incumbent A&E for “best documentaries,” claiming 22 per cent, with History Television and A&E trailing at 19 per cent and 15 per cent, respectively.
“Discovery Channel’s leadership position in factual programming remains unchallenged. The key to our success: a combination of the greatest documentaries from around the world, popular home-grown content and one of the most well-known brands in television,” said Paul Lewis, President and General Manager, Discovery Channel. “With so many entertainment choices available, I’m thrilled that Canadian viewers continue to seek out the high quality and engaging programming that’s the hallmark of Discovery Channel.”
The 2007 survey produced good news for the new specialty (digital) channels as well, with Animal Planet (45 per cent) among the leading channels for consumer awareness. New to the survey this year, 2007 respondents were asked to weigh in on which channels offered the best High Definition programming. Coming second only to TSN (14.8 per cent), Discovery HD was ranked the top non-sports HDTV service by Canadian viewers at 11.5 per cent. And the HD picture is even more brilliant among younger viewers: With survey respondents aged 18-34, Discovery HD is the top-ranked High Definition service, at 16.8 per cent.
Commissioned by Canadian Media Research Inc. (CMRI), the TV Trends and Quality (TVQ) Survey is a national survey of Canadians’ attitudes toward television. The primary purpose of the TVQ Survey is to test consumer awareness of and satisfaction with conventional networks and specialty channels (both analog and digital) via cable TV, DTH or over-the-air. The 2007 TVQ Survey was conducted in November and December 2007 by BBM Analytics, a subsidiary of BBM (Bureau of Broadcast Measurement), among a sample of some 1,427 Anglophone and Francophone respondents aged 18-plus. The above-referenced results reflect the opinions of the 943 English-language respondents. The statistical margin of error in this survey is +/- 2.6%, 19 times out of 20.
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