Discovery Extends EquiTrend Streak

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Cable is very well represented among the top quality media and television brands in Harris Interactive Inc.’s “Spring 2004 EquiTrend Brand Study.”

Networks and cable series accounted for 17 of the top 25 brands ranked by quality score, according to the EquiTrend study, which gauged 178 media brands. Cable was even stronger within the TV-network grouping, grabbing 21 of the top 25 positions. All told, Harris Interactive measured 61 networks for quality scores.

Leading the way were services from Discovery Communications Inc. For the eighth consecutive year, flagship Discovery Channel was the No. 1 overall media brand with a 7.46 quality score. The service also ran its streak to a dozen years among TV networks.

Harris Interactive’s research put TLC second on both lists with a 7.34 quality score.

TLC and Discovery were joined among the top 25 TV nets by sister services Discovery Health (seventh, with a 7.12), Discovery Home (ninth, with a 7.11), Animal Planet (10th, with a 7.08), Discovery Times (12th, with a 7.00), The Science Channel (16th, with a 6.95) and Travel (19th, with a 6.89).

All of those networks, save for Travel, also ranked in the top 25 among all media brands. They were joined by Mutual of Omaha’s Wild Kingdom specials (6.90, for No. 24), which air on Animal Planet.

Other cable entries on the top TV networks list: The History Channel (No. 3, with a 7.33); The Weather Channel (fifth, with a 7.15); National Geographic Channel (eighth, with a 7.12); A&E Network (11th, with a 7.04); Food Network (12th, with a 7.00); HGTV (No. 14, with a 6.98); Disney Channel (15th, with a 6.96); ESPN (18th, with a 6.89); USA Network (20th, with a 6.89); Nickelodeon (21st, with a 6.88); AMC (23rd, with a 6.87); Fox News Channel (24th with a 6.85) and The Biography Channel (25th, with a 6.84).

The Spring 2004 EquiTrend research was conducted online between April 23 and May 24, with results gleaned from a cross-section of some 24,000 consumers, aged 15 and older. Brands are ranked to the third decimal, resulting in no ties.

Discovery also performed quite well among all consumer brands, finishing 11th overall. Smithsonian Institution (7.62) and Craftsman Tools (7.61) were the top two brands relative to perceived quality.

“The results of this survey validate Discovery’s commitment to providing consumers with the highest quality entertainment in the world and underscores our mission to be a trusted and valued source of information,” said DCI president and CEO Judith McHale in a prepared statement.

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