Discovery Dominates Online Branding Survey


Discovery Channel ranks as the top media brand in overall quality and the highest-rated television brand in overall quality, according to a recent online survey conducted by Harris Interactive.

The Spring 2008 EquiTrend Brand Equity Study by Harris Interactive, conducted between March 27 and April 16, asked 20,289 online participants 15 years of age and older to rate a total of 60 randomly selected media brands. Each brand received approximately 1,000 ratings.

This marks the 12th year in a row that Discovery has been ranked as the top media brand in overall quality and the 16th year in row that it’s been rated as the top television brand in overall quality, network officials said.

“It is crucial to our success to be recognized by our consumers,” John Ford, president and general manager, Discovery Channel, said in a statement. “We remain as committed as ever to having the most respected brand with the highest quality content available on any platform.”

Discovery Channel ranked No. 1 among all media and television brands in seven of the eight categories measured: purchase consideration, equity, overall relevance, brand expectations, distinctiveness, trust and quality. Among all television brands, four Discovery networks ranked in the top 10 for overall quality—Discovery Channel, TLC, Animal Planet and Discovery Home Channel (now Planet Green).

In addition, was ranked in the top five and ranked in the top 10 for quality among all online brands.