A Pan-Asian Cross Media Study (PAX) conducted by Synovate has named Discovery Channel as No. 1 regional cable and satellite channel in Asia for the ninth consecutive year. The quarterly survey was conducted across 11 key Asian markets – Bangkok, Hong Kong, India, Jakarta, Kuala Lumpur, Manila, Seoul, Singapore, Sydney, Taipei and Tokyo. The PAX survey measures the media habits of Asia’s wealthiest urban individuals aged 25-64 years, covering a universe of 14 million viewers.
According to the survey, Discovery Channel takes the lead position as the most watched regional TV channel amongst Business Decision Makers (BDMs), Professional, Manager, Executive, Business Men (PMEBs) and high net worth individuals. The channel also reaches 30 per cent of top management viewers on a weekly basis.
In addition, the channel attracts the most viewers during primetime amongst all regional channels, has the highest frequent viewers and catches the most audience from 12 pm to 6 am. Compared to key competitive channels, Discovery Channel also offers the highest exclusive viewership.
Kevin Dickie, Senior Vice-President, Marketing and Communications, Discovery Networks Asia, said, “These results attest to the value cable subscribers place on Discovery Channel, recognising it as a network that continues to deliver high quality real-world entertainment for the ninth consecutive year. We are committed to provide the most compelling factual and lifestyle content that appeals to our target audience, and remain a strong proposition for both our affiliate partners and advertisers.”
From a network perspective, Discovery Channel, Animal Planet and Discovery Travel & Living have increased Discovery Networks Asia’s share of the market by 2.7 per cent, with each channel increasing reach by 2 per cent in tracked markets. Moreover, all three channels rank within the top 10 amongst high net worth individuals, females and frequent viewers.
PAX is an annual syndicated study providing international advertisers, advertising planners and media owners with databases of TV viewership and print on a regional basis in Asia Pacific. The upscale nature of PAX is designed to be a source of complementary information to other research studies like ACNielsen ratings, which is not intended to target upscale audience.
After moving to continuous tracking in 2002, the survey now offers a full annual database, updated quarterly, showing trends over time.