Sorry!! The article you are trying to read is not available now.
Thank you very much;
you're only a step away from
downloading your reports.

Shark Week Results in a Ratings Frenzy for Discovery


Discovery Channel ranked No. 1 with people ages 18 to 34 in 2012, which may be partially attributed to Shark Week.

Editor's Note: This content was originally published on by Jim Probasco.

Face it: TV shows about sharks are both fascinating and big business. Described as "ultimate predators," they eat everything -- fish, seals, and even occasionally people. Because of this, when Discovery Communications' (NASDAQ:DISCA) Discovery Channel's Shark Week kicked off August 4, more than 4.8 million viewers tuned in.

As a result, Bloomberg said, Discovery is poised to best its 2012 Shark Week record of 21.4 million total viewers during the period.

Shark Week's first offering, Megalodon: The Monster Shark That Lives, was a mockmentary about a fake search for a 1.5-million-year-old shark that, according to the premise of the program, might still live off the coast of South Africa. Except that it doesn't.

That didn't stop 79% of Discovery Channel's viewers from assuming that the story was true. When they found out that the show was fake, they complained -- and then tuned right back in for the next show in the weekly lineup, Shark After Dark, which was basically a shark-themed talk show.

A sampling of Shark Week programming for 2013 offers some insight into the reasons why Discovery Channel ranked No. 1 with 18- to 34-year-olds in 2012, according to Ad Age, a ranking the network may well repeat in 2013.

Sharkpocalypse, according to the network, "examines the alarming trend of sharks moving in closer to shorelines and debates whether there is a connection between declining shark populations and the increase in shark attacks."

Alien Sharks of the Deep "follows American and Japanese scientists as they descend into the deepest and darkest unexplored oceans on earth in search of some of the more incredible and bizarre sharks on the planet, from the Goblin shark to the elusive, giant Megamouth shark."

Finally, the one even Discovery viewers couldn't quite swallow, there was Megalodon, who pre-broadcast notes warned "was a massive prehistoric shark that would eat just about anything in its path, including whales. Good thing it went extinct... or did it?"

Despite complaints about Megalodon, Shark Week is expected to be a huge ratings success for Discovery. As Forbes pointed out, as a for-profit business, Discovery Communications' success is measured by ratings and profit, not reality.

Discovery Communications' 52-week range is $52.13 to $89.58. Shares were selling for $82.70, down slightly, in early trading, Thursday.

Below, find some more great ETF and market content from Benzinga:

Apple's iPad and Mac Dominated PC Sales in Q2 2013

Strong Reaction After Bill Ackman Letter on JC Penney

The Biggest Winners and Losers You May Have Missed Wednesday

Twitter: @Benzinga

Benzinga Pro covers this and all market news in real time. Get your free trial here.
< Previous
  • 1
Next >
No positions in stocks mentioned.

The information on this website solely reflects the analysis of or opinion about the performance of securities and financial markets by the writers whose articles appear on the site. The views expressed by the writers are not necessarily the views of Minyanville Media, Inc. or members of its management. Nothing contained on the website is intended to constitute a recommendation or advice addressed to an individual investor or category of investors to purchase, sell or hold any security, or to take any action with respect to the prospective movement of the securities markets or to solicit the purchase or sale of any security. Any investment decisions must be made by the reader either individually or in consultation with his or her investment professional. Minyanville writers and staff may trade or hold positions in securities that are discussed in articles appearing on the website. Writers of articles are required to disclose whether they have a position in any stock or fund discussed in an article, but are not permitted to disclose the size or direction of the position. Nothing on this website is intended to solicit business of any kind for a writer's business or fund. Minyanville management and staff as well as contributing writers will not respond to emails or other communications requesting investment advice.

Copyright 2011 Minyanville Media, Inc. All Rights Reserved.

Featured Videos