Case Study: Discovery identifies key TLC audience personas with Pulsar Platform

How Discovery Used Pulsar to Identify the Key Personas of Their TLC Audience

Discovery worked with Pulsar Platform to better understand the Facebook-first audiences that strongly engage with TLC programming. The challenge was that TLC’s culturally varied heartland audience was difficult to capture using sources that skew toward urban, coastal, or highly engaged “super fan” behavior, making it harder to compare TLC viewers with competitors and guide program development and brand positioning.

Using Pulsar Platform’s Creative Insights product, the team analyzed Facebook conversations among women who watch TLC and competing networks, segmenting audiences by demographics, life stage, and affinities. Pulsar Platform helped Discovery uncover distinct TLC personas from a broader Facebook audience, giving marketers clearer messaging guidance and providing development teams with a more useful filter for new show ideas.

Discovery

John Feehan

Research & Social Insights