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 a TV executive, there are several ways to utilize the demand data for Decision Making processes. Let's take a look at how demand data can help make informed content acquisition, distribution, and programming decisions using "Dateline NBC" as an example.
Firstly, audience demand data can be used to determine the content's value in the market. For instance, Parrot Analytics' content valuation system can leverage this demand data to reveal the dollar value contribution of "Dateline NBC" to any platform in Australia, thereby empowering the TV executives (such as those working at an OTT platform, SVOD platform or TV distribution company) to make informed decisions about buying, distributing and monetizing the show.
Secondly, demand enables valuing of the IP across global markets. The data shows that the show has higher demand in Australia, the United States, Canada, Germany, Sweden, Norway, China, Iraq and the Netherlands. Using the global performance data, TV executives can assess the viability of different markets for acquiring the show as well as deduce the audiences' needs worldwide.
Thirdly, this data can be used to inform the content programming process. For example, the knowledge that the show has been decreasing in audience demand in March 2024 can be used by the programming executive to determine the suitable period for future airings of the show. Audience demand data can also help decide the best content to air after "Dateline NBC" as we can identify fans of "Dateline NBC" and find other shows that interest them, such as "Snapped," "American Monster," and "The Curse of Oak Island." This knowledge can be leveraged to create a robust programming line-up and retain existing viewers.
Demand data can also be used by TV executives to aid distribution strategy. By examining the travelability of the show, it is observable that the demand for "Dateline NBC" in Australia was 50% of the demand in its country of origin, the United States. Travelability quantifies a show's international demand relative to its home market. The TV executives can focus on improving the show's travelability to make it more marketable globally.
Finally, demand data can be used to inform viewers about the show's performance in the market and thus encourage audience retention and acquisition. Broadcasting and marketing the popularity of "Dateline NBC" in the marketplace, particularly in Australia, can drive new viewers to tune in to the show and increase its demand.
In conclusion, demand data is a valuable tool that TV executives can utilize in their decision-making process, including content valuation, content acquisition, distribution strategy, programming decisions, and audience retention and acquisition. Through an objective measurement of audience demand, driven by global content consumption, executives and marketers can make data-driven decisions to optimize content performance, create successful partnerships, retain subscribers, and maximize monetization opportunities.
Dateline NBC's travelability to Australia in the last 30 days is 47%, which means that the audience demand for Dateline NBC is 47% of the demand in its country of origin, United States. Click through to another market to discover how well Dateline NBC travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular NBC‘s Dateline NBC 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 NBC 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 Dateline NBC, for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. News Magazine), using our globally standardized Demand Expressions® metric.
This page has been regenerated on April 22, 2024, 2:01 p.m. PST using demand metrics from Parrot Analytics for Dateline NBC in Australia. We provide our partners with comprehensive television insight to help them drive better and more informed content acquisition strategies. Contact us today to find out more.