Discovery Media, the advertising department of Discovery in Romania, announces the launch of local advertising sales for the HGTV station. The television entered the global Discovery portfolio two years ago, with the acquisition of Scripps, and the first interaction with Romanian viewers took place in May last year, when the HGTV block was launched on the TLC grid.
HGTV will enrich the content pipeline around 5 key pillars: buying and selling, home renovation, flipping, home building, dream homes, with exciting shows such as Flip or Flop, Good Bones, House Hunters, Fixer Upper and My Lottery Dream Home.
„HGTV shows were highly appreciated by a large number of viewers when the television launched in Romania in January this year, confirming that this type of content, about home and garden, is very popular and valued locally. The high interest of viewers in programs focused on interior design and home buying, as well as the need for diversity within the local advertising market convinced us that it is an opportune time to expand the Discovery Media portfolio. Especially in the context of the pandemic, we know that people need to escape to safe spaces, while remaining in the comfort of their home. And HGTV offers this type of escape content from everyday life, a pleasant feeling of “home”. So we bring the local market very relevant content for advertising customers, by which they can interact with a premium audience, in a way adapted to the current needs of consumers.”, said Iulia Popa – Senior Sales Manager Discovery Media.
Starting September, HGTV will join the list of existing stations in the Discovery Media portfolio in Romania: Discovery Channel, Travel Channel, TLC, Eurosport 1 and Eurosport 2, also marking the opportunity to diversify the local advertising market. Thus, Discovery Media now welcomes its customers with a new premium content that addresses a young, active audience with higher education and high social status. HGTV is the only TV station that celebrates the spirit of “home” and everything around it: space, people and their feelings. The TV station soon managed to become the favorite destination of interior design lovers, renovation and landscaping, looking for inspiration every day.
HGTV entered the audience measurement system in July 2020 and positioned itself from the first month as the number 2 station on the TV market in the category of non-fiction televisions, both in terms of rating and share.
In August 2020, HGTV became the leader in the prime time category, with an average rating of 0.18 and a market share of 0.8 on the 18-49 urban commercial target, recording the longest viewing time in this category (81 minutes daily) and one of the largest on the TV market in general.
In terms of audience, the television has very good affinities on various commercial targets: urban 18-49 middle and higher income and studies, urban Esomar AB, employees with management positions in urban areas, women 18-49 with secondary and higher education.
The demographic profile of the station is divided as follows: 54% very young (15-44 years old), 40% higher education, 41% higher social status Esomar AB, 57% live in Bucharest and big cities.
HGTV is available in the Digi Romania network.
