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 working in an OTT platform or TV network, "Shaun Micallef's Mad As Hell" provides a perfect case study of how to use Parrot Analytics' demand data to aid content decisions. Using demand data insights from Parrot Analytics provides a better understanding of audience preferences and a better assessment of a show's success, global appeal, and ability to attract new subscribers. The following example demonstrates how demand data can be used to make informed programming, distribution, and acquisition decisions:
- Content Valuation: By assessing "Shaun Micallef's Mad As Hell" ratings relative to the average title, Parrot Analytics' demand data highlights that it has 2.1 times the audience demand of an average show in Australia over the last 30 days. This information could help TV networks with content valuation by showing them how to calculate the dollar value contribution that the show drives, in any region. Therefore, if TV networks need data that reveals how much a show is worth, how it is performing as an acquisition-driving title and how it can be an asset for streaming platforms, they need to leverage Parrot Analytics's demand data.
- Programming decisions: The demand for "Shaun Micallef's Mad As Hell" has increased in Australia by 3.7% in December 2023. Parrot Analytics's demand data helps to indicate which elements of the show are popular and optimizes the upcoming production to improve its engagement. In addition, using Parrot Analytics's demand data can show which genres resonated most with the audience and what genres the TV network should focus on to attract new subscribers to the SVOD service.
- Distribution and Acquisition decisions: Parrot Analytics's demand data is crucial to evaluating the potential acquisition value of a title or a content library. For instance, "Shaun Micallef's Mad As Hell" has higher demand than 97.0% of all talk-show titles in Australia. The data provides an assessment of global performance, measured by its travelability, longevity, momentum, franchisability, and reach, which could inform distribution and acquisition decisions. The data reveals that "The show outperforms the demand of the average TV show (1x) in each of these markets: Australia, France, Poland, Germany, China, Hungary, United States, Netherlands, and the United Kingdom."
- Franchisability and Spin-off Potential: As Parrot Analytics' demand data indicated, the show's franchisability (spin-off potential) is poor. For entertainment talent agencies and TV production companies seeking to create a franchise from IP, Parrot Analytics can pinpoint which IP the company should invest in and how it would create spin-offs to further monetize the IP.
- Pre-release Marketing: Demand data from Parrot Analytics allows one to optimize the marketing campaign that the TV network runs before the premiere. Therefore, the network will have insights into how the marketing campaign can drive awareness of a particular show, increasing the chance of success.
In conclusion, Parrot Analytics's demand data provides entertainment executives with insights into their entire audience and also measures audience demand globally. By using Parrot Analytics's demand data on a range of questions, entertainment executives can make better-informed decisions and understand how a title or franchise is performing, what its potential is, and where it can be distributed and monetized to make smarter content decisions.
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Our TV audience measurement dataset is truly global. Discover how popular abc‘s Shaun Micallef's Mad As Hell 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 abc 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 Shaun Micallef's Mad As Hell, for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. Satire), using our globally standardized Demand Expressions® metric.
This page has been revised on April 22, 2024, 2:03 p.m. PST using television demand datasets from Parrot Analytics for Shaun Micallef's Mad As Hell in Australia. We provide our partners with essential television series competencies to help them drive better and more informed content investment strategies. Contact us today to find out more.