Fishing for Discovery Channel Audience Demographics?

Do you wish every week was Shark Week? According to Scarborough’s audience demographics, 30 percent of U.S. adults seek outdoor adventure in their television watching – they say they’ve watched the Discovery Channel in the past seven days. Though these television statistics include viewers of all ages, 36 percent of Discovery Channel Viewers are Baby Boomers* and they are 19 percent more likely than all U.S. adults to be male. In order to showcase how to more efficiently reach these Discovery Channel Viewers, we have compiled the audience demographics to demonstrate who and where these viewers are as well as the activities they engage in both online and outside their homes.

Discovery Channel Viewers are seven percent more likely than all U.S. adults to be employed full time and 13 percent more likely to hold blue collar employment. More than one-fifth (21%) have an annual household income of $100K or higher and seven percent of Discovery Channel Viewers own a home valued at $500K or higher. But what is it about the network that features adventurous shows like Deadliest Catch that draws in 30 percent of the American adult population on a weekly basis?

The answer might be found in the activities Discovery Channel Viewers say they participated in the past 12 months:

Deadliest Catch may very well be the show that draws viewers in as Discovery Channel Viewers are much more likely than all U.S. adults to have gone fishing or to have gone powerboating in the past year. But their love of animal adventure doesn’t stop there; twenty-eight percent of Discovery Channel Viewers visited a zoo in the past 12 months as well.

In terms of reaching Discovery Channel Viewers online, one-quarter (25%) of them engage in social networking for at least one hour per day. Additionally, in the past 30 days 11 percent of Discovery Channel Viewers followed or became a “fan” of something or someone and six percent clicked on an advertisement on a social network. More than one-quarter (26%) of Discovery Channel Viewers watched a video on a social network in the past month.

The top local markets for American adults who say they’ve watched the Discovery Channel in the past week are: Las Vegas, NV (35% of adult residents are Discovery Channel Viewers); Bakersfield, CA (35%); Buffalo, NY (35%); Jacksonville, FL (34%) and Tampa, FL (34%). Las Vegas demographics for Discovery Channel Viewers indicate that audiences in that market can be reached easily via out-of-home digital screens; Las Vegas Discovery Channel Viewers are 56 percent more likely than all U.S. adults to have viewed a digital video display in an office building elevator in the past six months. They are also 36 percent more likely to have viewed a digital video display in a retail store and 23 percent more likely to have viewed a display in an office building lobby in the same time frame.

*Scarborough defines the different American generations as Generation Y (age 18-29), Generation X (30-44), Baby Boomers (45-64) and the Silent Generation (65+).

SOURCE: The source for the data in this article is Scarborough USA+ Release 1, 2012.

For more audience demographics and television statistics, be sure to email us today!

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