Discovery Networks operates Discovery Channel which focuses on attracting young men ages 25-39 through high quality documentaries. Discovery has conducted extensive research on European men through surveys and an online panel to develop an expertise in understanding men's behaviors, priorities, and media consumption. This research is used both internally to optimize channels and communications, and externally to provide brands with insights for targeting young men in their marketing.

1. Discovery Networks Benelux
Jochem de Jong
JM 2040

3. Discovery Channel
• In the Netherlands since 1989.
• Quality documentaries for a wide audience.
• Relevance for advertisers and affiliate partners was
essential. A clear focus was necessary.
• The key target audience became: young men (25-39 yrs) .

4. Discovery and young men
• 2007: focus on Men 25-39
• Since then Discovery Channel is the most affinitive channel
for men - in the wide range of 18 to 50 yrs
Affinity Index Men 25-39
220
212
209
210
200 197
190 187
180
170
160
2007 2008 2009 2010
Affinity Index: relative performance within the target group, compared to the total TV audience.

5. Expert in men

6. Discovery Insight Labs
• The largest study into • 1-op-1 contact with our fans
European men ever conducted • Ever growing knowledge database
• n = 14.000 men (25-39 yrs) • Since april 2008
• In 19 countries • 12.500 panel members in NL
• Respected ‘men’ experts were • 3.500 panel members in Flanders
involved in the study • 87% male and young
• Segmentation model based on • Used internally for optimising our
18 ‘mindsets’ channels and communication
• Preference and consumption • Used externally to help Brand
linked to brands (incorporated Partners in their campaigns and to
into a media planning tool) collect new insights on young men
• www.discoveryspecies.com • www.discoverypanel.nl
• www.discoverypanel.be

7. A user’s guide to young men

8. LIFE ISSUES

9. LIFE ISSUES

11. 62%
Sweden
66%
Russia
I should” (% agree)
64%
Germany
37%
Italy
69%
Romania
62%
Poland
50%
Netherlands
55%
France
59%
UK
“I am aware that I don’t look after my health as much as

12. Over-simplified
media messages
do nothing to help
with such a
complex issue.
That’s why in spite
of them wanting it,
it’s so hard for men
to make and
sustain healthy
changes in their
lives.

13. Healthy Dutch men
• Dutch men prioritise health to men in other European countries.
• They are less worried about their health and care less about
personal care products.
Europe
Netherlands
Staying healthy is a 53%
priority to me 68%
I am aware that I am
not paying as much 58%
attention to my health 50%
as I should be
I often worry about my 31%
health
18%
I use more personal 24%
care products than
before 17%
0% 20% 40% 60% 80%

15. Young men are
spending more
time and money
on their looks, but
this can bring
anxiety as well as
pride

16. “I use more skincare products these days
than I used to” (% agree)

17. This trend is creating a generation highly self-
conscious about their bodies and appearance:
Urban vs rural
Feel that not paying attention to appearance
could affect work, love life and future
Men care about their looks, but don’t want to
look like they care…

18. Changing priorities
The 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 Control
segment and less focussed on their own desires.
2008 2009
MODERN &
IN CONTROL
35% 43%
ALL ABOUT ME 43% 37%
NON-
COMMITTAL 10% 17%
PRESSURED
PROVIDER 12% 5%
Species Segmentation the Netherlands: 2008 vs 2009

19. 2008

20. 2009

21. Discovery Panel

22. Discovery Panel
- A need for more local (Dutch) insights and 1-to-1
contact 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

23. Insight: Dutch men are controlled risk takers
• Men are strict in following the alcohol and safety rules in daily
traffic
– 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” to
determine if they can still drive after drinking.
• Speeding however is something almost all men regularly and
consistently 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

24. Insight: A relationship makes men happier
• Dutch men are generally happy; they rate
themselves 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 in
happiness, followed by friends and family life.
• The financial crisis was/is of no influence.
• To feel better instantly, men focus on sex, food and
sports, while for women shopping is the nr 1 ‘feel
good’ activity.
• Most men feel they have enough leisure time and
don’t really need a holiday to feel better.
Discovery Panel, February 2009

25. 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 before
kids.
– This is most common amongst men who recently got
their first child.
• Men still prefer to leave the daily care taking to their
partners.
– 85% of men still work full time.
– Only 8% reduced the number of work hours.
– Of those men involved in daily child care, flexible work
hours and places are the biggest solution.
Discovery Panel, July 2009

26. 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 together
with 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

27. 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 mirror
in the morning.
• Men are sensitive for compliments, but are hesitant with giving
them.
– They prefer to receive compliments from their partner or women.
– Men are convinced that women like them for their personality and not their
looks.
• According to men, the most attractive Dutch celeb men are: Chris Zegers,
Humberto Tan and Ruben Nicolai.
Discovery Panel, February 2010

28. 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 and
content, 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

29. Insights: Engaging young men
• Coming soon: an innovating study to determine what engages
young 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 and
Skin moisture (sweat) of 24 Dutch men
• To determine the level of “Engagement” amongst men.
• Testing 40 different Dutch TV commercials in an online survey
amongst 2.500 men

30. Young men & media in 2040…

31. Young men today (16-24 yrs)
I’m open for TV Online activities from a
Digital TV isn’t I’m more online TV channel help to
on Demand, but
really my thing than watching build my interest.
it has to be
yet… and I don’t TV .
cheap.
really need it.
I ‘direct’ my
own
My computer is
programming
my main
supply.
“viewing tool”. I
spend many
nights watching
series and
movies on my
laptop, in bed.
The ‘social
thing’ of
watching TV
with friends is One or two episodes
gone. We’re With most success series per week is not
not going to sit from the USA, Holland is a enough. I’m not going
down behind season behind. So I to wait a week for a
my laptop. download them. Perfect. new one.

32. 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 the
regular channels. For me as a student the steps
towards a completely internet-based and on-
demand television world have advanced a great
deal.”
“Using the EPG does
“The whole perception of young people is mean that the
changing: it has to be fast, fun, attractive programmes I watch are
and not too deep. Otherwise we lose our more specifically tailored
interest. That’s why many of us watch on- to my demands and
demand.” therefore I watch less TV
together with others.”
“We have become extremely selective.”

33. Thank you …