Discovery Channel emerged as the No. 1 brand in terms of quality in the
latest EquiTrend research study not only among other television networks and
media brands, but also for the first time as the leader among 1,300 other
consumer brand names.
According to the spring-2002 EquiTrend report, released Monday by Harris
Interactive Inc., Discovery Channel ranked first among the researcher's top 25
brands in overall quality.
Sears, Roebuck & Co.'s Craftsman Tools, Hershey Foods Co.'s Hershey's
Kisses, Bose Corp. stereo and speaker systems and WD-40 Co. spray lubricant
rounded out the top five among the 1,300 consumer brands measured.
Discovery's sister service, The Learning Channel, was No. 8, tied with
Reynolds Wrap aluminum foil and ahead of Neosporin ointment and Mars Inc.'s
M&M's chocolate candies, the latter completing the overall top 10.
The only other media brands to crack that top 25 were The History Channel
(No. 21), National Geographic magazine (No. 22) and History.com (No.
Discovery Communications Inc. president Judith McHale said in a prepared
statement that the inclusion of TLC in the overall consumer-brand ranking
signaled that network's having achieved 'world-class' brand status.
In addition, the latest EquiTrend study showed that Discovery Channel and TLC
ranked Nos. 1 and 2 on the research firm's list of top 25 TV-network brands and
top 25 media brands.
In Discovery's case, that marked its 10th straight year as the top TV-network
brand and its sixth consecutive year atop the media-brand list, McHale noted. In
addition, fledgling DCI services Discovery Health Channel and Discovery Science
Channel were Nos. 10 and 11 among TV-network brands.
On the TV-network list, the established DCI networks topped History, National
Geographic Channel and PBS.
Of the 'Big Four' broadcast networks, only Fox (No. 13) and NBC (19) cracked
the top 25.
The annual EquiTrend survey is based on interviews with more than 35,000
consumers age 15 and up. The 1,300 total brands measured this spring represented
an increase of 300 since last fall.