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Equitrend Brand Equity Study names Discovery Channel #1 Media and TV Brand

For the fifth year in a row, Discovery Channel is the #1 Media and TV Brand in Overall Equity, the primary measure in the Spring 2009 EquiTrend Brand Equity Study by Harris Interactive.  Discovery Channel also ranked #1 for Overall Relevance, Purchase Consideration and Brand Expectations among Media and TV Brands.  In addition, among the Top 100 Well-Known Brands, Discovery Channel ranked higher than any other media brand for Equity, Quality, Consideration and Value. 

“It’s inspiring to have consumers consistently recognize Discovery Channel as a leading brand in the marketplace,” said John Ford, President and General Manager, Discovery Channel.  “We are dedicated to providing a destination for high-quality content that informs and entertains consumers about the incredible world around them, and these study results further affirm that our brand continues to resonate with audiences.”

In addition to Discovery Channel’s #1 Equity ranking among TV Brands, TLC (#4), Animal Planet (#14) and Science Channel (#24) also ranked in the top 25 for the television category.  Among all Online Brands, four of Discovery’s websites ranked in the top 25 for Equity: TLC.com (#5), DiscoveryChannel.com (#9), AnimalPlanet.com (#18) and DiscoveryHealth.com (#21).

A sample of 24,446 U.S. consumers ages 15 and over were surveyed online by Harris Interactive between March 26 and April 13, 2009, and the survey took an average of 35 minutes to complete.  The sample was from the Harris Interactive online panel of respondents, a multimillion-member database consisting of cooperative respondents who have double-opted in to be randomly invited by Harris Interactive to take part in online surveys.  The total number of brands rated was 1,203.  Each respondent was asked to rate a total of 60 randomly selected brands.  Each brand received approximately 1,000 ratings.  Data were weighted to be representative of the entire U.S. population of consumers ages 15 and over on the basis of age by sex, education, race/ethnicity, region, income, and data from respondents ages 18 and over were also weighted for their propensity to be online.

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