Discovery Channel is trying to keep all the young viewers who tune in for Shark Week

Variety

Shark Week, known as “Discovery’s Super Bowl,” "brings in a different audience, a more expansive audience, than we get most other weeks of the year,” says Nancy Daniels, the chief brand officer of Discovery & Factual. “We get a lot more A/B county people watching. We get just a lot more eyeballs than we’re used to getting.” Daniels adds that Shark Week is "an opportunity to reintroduce Discovery and all of our programming, through all of our promos and everything we’re doing that week while we have people there." ALSO: Check out Shark Week superlatives.