By taking an in depth look at the types of people who watched their channels, Discovery Poland were able to uncover one high-value segment who spend a substantial time watching Discovery This information was crucial for proving the power of Discovery’s portfolio in affiliates’ eyes.
What’s more, Discovery used the segmentation to launch channels and grow market share without cannibalising their existing channels. Following the segmentation, Discovery Poland managed to successfully launch Dlife (a channel with a female audience) and rebrand DWorld into DTX (channel for younger men), significantly increasing share growth with the key ad sales target of men 16-49. Both of the networks complemented Discovery Poland’s factual offer and so broadened the portfolio reach.
“We still use the segmentation provided by Clusters today to inform channel launches as well rebranding or repositioning of existing ones, programming choice (production, acquisition etc) and media choice in marketing communication. It’s been an invaluable addition to our strategic tools”.
Sylwester Molenda, Research, Innovation & Insights Director at Discovery Poland