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, you can leverage demand data provided by Parrot Analytics to drive more informed decisions, whether it's related to content valuation, distribution, programming, or acquisition. Using "Poldark" as an example, we can demonstrate how demand data analytics can help executives understand trends and insights about their content, connect with their audience, and make data-driven decisions. Here are some of the questions you can answer using demand data in conjunction with this analysis of "Poldark" for March 2024 in Australia:
1. Content valuation: How can you determine the value of a TV series within a specific market like Australia?
"Only 8.6% of TV shows in Australia have demand levels like ‘Poldark', with 3.7 times the audience demand of the average show in Australia over the last 30 days, indicating good demand for the show in this market. The Parrot Pulse for "Poldark" highlights its globally held strong performance across six dimensions. Its longevity, the measure of how well the show's audience demand is maintained over time, is outstanding, revealing the series has continuing audience appeal and therefore indicating a strategic asset for any platform that commissions it."
2. Programming decisions: What genre audiences in a specific market are most interested in?
"During March 2024, "Poldark" ranked very high in the romance genre, at the 98.1th percentile. This means that "Poldark" had higher demand than 98.1% of all romance titles in Australia. Understanding genre trends in the Australian region can help you acquire or commission titles accordingly."
3. Acquisition decisions: What other shows are fans of "Poldark" also interested in?
"According to audience behavior data, "Fargo", "Married At First Sight (US)", "Masters Of The Air", "How To Get Away With Murder", "JAG", "Sanditon", "Married To Medicine", "Hard Knocks" and "Cyberpunk: Edgerunners (サイバーパンク エッジランナーズ)" are other shows that fans of "Poldark" are likely to be interested in. This insight can assist in deciding what other content to acquire."
4. Distribution decisions: What is the best release strategy for "Poldark" in Australia, and should it be released on all available platforms?
"Demand for "Poldark" dropped in rank by 335 spots during March in Australia, signified as a potentially important consideration in determining the best release strategy for "Poldark" in the region. The scope of analysis, in this case, suggests that releasing "Poldark" on all platforms without a strategic approach could lead to audience cannibalization for that month. A platform-specific marginal revenue contribution analysis using demand data can also help executives assess what platforms are most likely to provide acceptable ROI and mitigate audience cannibalization."
5. Content decisions: Should executives extend the "Poldark" brand and monetize it further by creating spin-offs or franchises?
"The Parrot Pulse for "Poldark" reveals that its franchisability - spin-off potential - is good. It highlights the feasibility of expanding the reach of the "Poldark" brand with spin-offs or even franchising. These insights can also allow executives to make informed decisions about selecting IP to develop a franchise."
By accessing demand data analytics through Parrot Analytics, TV executives can have a competitive edge when making informed content decisions and making high-yielding decisions based on deep customer insights.
Poldark's travelability to Australia in the last 30 days is 31%, which means that the audience demand for Poldark is 31% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well Poldark travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular BBC One‘s Poldark 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 BBC One 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 Poldark, for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. Historical Drama), using our globally standardized Demand Expressions® metric.
This page has been enhanced on April 22, 2024, 2:02 p.m. PST using demand analytics from Parrot Analytics for Poldark in Australia. We provide our partners with essential media industry expertise to help them drive better and more informed content licensing strategies. Contact us today to find out more.