With shows like Orange County Choppers (OCC) and MythBusters, the Discovery channel were really taking up the fight with the National Geographic channel who had during the late 90s and the first part of this millennium got the majority of viewers in this genre. Until 2008, the Discovery channel had made its advertising focus on marketing in its own channels and building a web awareness and presence.
National Geographic had followed the same marketing strategy but had also their famous magazines. Now the Discovery channel wanted to try and see what a presence in traditional media would do for their ratings. Late in 2007 they commissioned a print ad focusing on the now rather infamous OCC reality series. It was also now running on Discovery Network’s sister channel TLC in the USA. Late spring in 2008, OCC also opened its brand new headquarters. The ads were running during Christmas on in-flight magazines and in several industry magazines. The ad was also shown in a series of billboards at bus stations in California.
A gain could be seen in ratings in January and the show continued to grow. During the spring, Discovery was considering if it should try more of the same style of ads for other series as well as theme week and weekends. A style based on the first one was made on a film week theme. During the production, Discovery channel found they did not have the rights to showing the film material in print. It took its time to look into this and sadly the last ad could not be used used.