The Demand Distribution curve illustrates how a TV show’s popularity compares to the demand benchmark, which is a measure of the average demand across all titles. The curve is divided into performance buckets, ranging from “Below Average” to “Exceptional”. A show falls into one of these performance buckets depending on how many times more or less demand it has compared to the demand benchmark.
The show’s performance is market-specific, e.g. the same show can be in the “Average” range in the United States and in the “Good” range in France.
As an example, if a show has 9 times more demand than the demand benchmark, it falls in the “Outstanding” performance range; only 2.7% of all shows in the market reach this high level of demand.
As an entertainment executive, it is essential to leverage demand data to make informed decisions on content valuation, acquisition, distribution, and programming. Demand data provides a quantifiable measure of how popular a show is relative to the average show and over time. In this article, we examine the Australian current affairs program "60 Minutes Australia" through the lens of its demand data for the month of October 2023 to highlight how entertainment executives can use demand data to inform their decisions.
Content Valuation: One of the primary uses of demand data is to determine the economic value of a title. By utilizing Parrot Analytics' content valuation system, we can reveal the dollar value contribution of any title to any platform in any region. For "60 Minutes Australia," demand data over the last 30 days shows that it has 11.6 times the demand of the average show, indicating its monetary value contribution. By quantifying the specific marginal revenue contribution for "60 Minutes Australia," entertainment executives can determine how much to spend on content and assess a TV series' ability to drive subscriptions and mitigate churn.
Programming Decisions: Entertainment executives can use demand data to make programming decisions that cater to their audience's interests and maximize their platform's engagement. For instance, understanding the audience's preference for shows like "Hard Knocks," "Vice," "Nova," and "Strange Evidence" can inform the acquisition of new content that aligns with their taste. Also, the fact that "60 Minutes Australia's" audience demand decreased by 2.4% during October indicates that it may no longer be as captivating to the audience as it once was, prompting programming changes that can extend its longevity.
Acquisition and Distribution Decisions: Demand data helps entertainment executives understand where a show has the highest demand globally and make informed decisions concerning new acquisitions and distribution. Examining the top 10 global markets where "60 Minutes Australia" is most in-demand over the last 30 days, it is apparent that it has higher demand than the average TV show in each of these markets. Australia is "60 Minutes Australia's" number one market globally, with the show achieving outstanding audience demand. By understanding where a show is more popular, entertainment executives can allocate funds and maximize future content investments better.
Content Optimization: Demand data can inform content optimization by revealing the top elements of the content that fans appreciate the most and where improvements can optimize the likelihood of success. With the show's peak audience demand of 16.4 times the average in the last 30 days higher than its year-round average (10.4 times the title average), entertainment executives can use this data to discover the winning techniques that work well with their audience.
Competitive Benchmarking: Entertainment executives can use demand data to compare their content against other titles available on the market, such as news genres within Australia, where "60 Minutes Australia" ranks at the 99.4th percentile, indicating how well the show is doing compared to other news shows.
Overall, as an entertainment executive, utilizing demand data provides essential insights for strategic decision-making for content valuation, acquisition, distribution, and programming. As seen from the analysis of "60 Minute Australia," entertainment executives can gain precise metrics to inform content decisions and generate maximum ROI for their company while satisfying their audience's viewing preferences.
This is 60 Minutes Australia's home market and therefore its travelability is 100%; the travelability of a TV show's market of origin is always 100%. Click through to another market to discover how well 60 Minutes Australia travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Nine Network‘s 60 Minutes Australia is in any of the following selected markets. Need data for other markets? Find out more about DEMAND360LITE.
Parrot Analytics is the leading global content demand analytics company for the multi-platform business of television. With the world’s largest TV audience demand dataset, the company currently tracks more than 1.5B daily expressions of demand in 100 languages, not only in Australia, but also in 100+ other markets around the world to reveal the television content that consumers watch (viewership) and give their attention to the most.
Parrot Analytics' television demand data highlights the global TV content monetization opportunities for Nine Network and thousands of TV studios, linear networks, broadcasters, pay TV providers and OTT / SVOD platforms.
Unlike TV ratings, our DemandRank TV rating system ensures that important demand signals are weighted more heavily than others: The more consumer effort required; the more importance is attached to each signal. Once all the signals are weighted and combined, the audience demand for 60 Minutes Australia, for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. News Factual), using our globally standardized Demand Expressions® metric.
This page has been updated on Nov. 28, 2023, 1:01 p.m. PST using global television demand analytics from Parrot Analytics for 60 Minutes Australia in Australia. We provide our partners with far-reaching television industry capabilities to help them drive better and more informed content distribution strategies. Contact us today to find out more.
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