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Advertisers Respond to Discovery Brand on Kids Network That Teaches and Entertains
The kudos just keep on coming for Discovery Kids, with the network receiving four Parents' Choice Awards for its programming last month. Its executives say the quality of the shows ontinues to attract a strong slate of advertisers, making for a healthy upfront marketplace this year.
The 24/7 digital children's channel, owned by parent company Discovery Communications, launched in 1997 and targets the 2- to 11 -yearold audience with blocks of programs devoted to helping kids explore their curiosity about the real world-from outer space to the depths of the ocean to their own selfawareness. It reaches more than 58 million subscribers throughout the U.S.
"Discovery Kids is still in a growth mode, in terms of awareness and viewership," said Sharon O'Sullivan, senior vice president of advertising sales for Discovery Kids and Animal Planet. "Categorically, some of the bigger networks are seeing toy money go down, but we've had a healthy year in toys, videogames, packaged foods, quick-service and dine-in restaurants, and project the same for next year."
One of its ad sales strengths is selling the entire family of Discovery networks to advertisers, which along with toys and food also come from within key categories of educational tools and services as well as movies and entertainment.
"We work hand-in-hand...