For the first time ever, the networks owned by Discovery, Inc. (formerly Discovery Communications) have more female viewers than the networks owned by NBCUniversal during a Nielsen rating period, according to a press release by Discovery.
Notes the New York Post, “Nielsen data from the May 27 to July 14 period shows that Discovery Inc. captured 15.8 percent share of all female viewers, beating NBCU, which grabbed 15.2 percent, and Viacom, which had 13.1 percent.
“Among women aged 25 to 54, TLC beat Bravo by 20 percent in prime time and 26 percent in total day for the July 1 to August 4 period, the data said.”
The Post article, written by Alexandra Steigrad, says that “Sources at NBC added that Discovery’s claims are ‘misleading’ because it has 19 networks to NBCU’s 14.
Discovery’s now larger size — thanks to Scripps’s trove of networks from the Travel Channel to Food Network and HGTV — gives them ‘an advantage,’ this person said.
However, media adman Andy Donchin, chairman of Amplifi, the media innovation and investment arm of Dentsu Aegis Network, told the Post, “The overall TV marketplace continues to fragment but I’ve got to give Discovery credit. They’ve bucked the trend with viewership and ad dollars and on the programming side. It’s somewhat of a small sample. but I still think it’s impressive,” he said.