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, you can use demand data to help with content valuation, acquisition decisions, distribution decisions and programming decisions. Demand data can provide insights into whether a particular show is worth investing in. In this article, we will use the example of "The Great Canadian Baking Show" and analyze the show's performance in January 2024 in Australia.
Content Valuation:
Demand data can be used for content valuation. Parrot Analytics Content Valuation system uses demand data to reveal the dollar value contribution of any title to any platform in any region. Using demand data, you can calculate the ROI a specific title will bring for any given platform. Demand data gives you insights into how a title drives engagement across the rest of the catalog. You can also assess a TV series' ability to drive subscriptions and mitigate churn. For instance, "The Great Canadian Baking Show" in Australia has 2.4 times the audience demand of the average show in the country. That means demand for the show is good.
Acquisition Decisions:
Demand data can help in making acquisition decisions. By analyzing a show's demand in different markets, you can determine which markets are most interested in a particular show. That way, you can acquire rights to the show in those markets. Through demand data, you can also assess whether a specific title is worth acquiring, and if so, how much it's worth. For instance, in Australia, "The Great Canadian Baking Show" has good demand, although demand has decreased by 107.8% in January.
Programming Decisions:
With demand data, entertainment executives can make informed programming decisions. By examining the top 10 global markets where "The Great Canadian Baking Show" is most in-demand over the last 30 days, we can determine that this TV series outperforms the demand of the average TV show (1x) in each of these markets. Keeping this in mind, you can plan your programming to ensure that you cater to the audience by providing the right content at the right time. For instance, "The Great Canadian Baking Show" has better demand in Canada, the United States, the Netherlands, the United Kingdom, Russia, Germany, Australia, Sweden, and Czechia. That means that programming executives can schedule "The Great Canadian Baking Show" to air at optimal times in the countries with the highest demand.
Distribution Decisions:
Demand data also informs distribution decisions. By examining the show's demand in different regions, you can determine which platforms are best suited for distributing the content. Through demand data, you can also get insights on how to price the content and what release strategy would be optimal. For instance, "The Great Canadian Baking Show" ranks at the 96.8th percentile in the reality genre in January in Australia. The show's peak demand was 4.9 times the average over the course of the entire year, and the demand for the show has been increasing in popularity, peaking at 4.6 times the average in the last 30 days in Australia.
In conclusion, demand data provides valuable insights for entertainment executives working in different fields. Using the example of "The Great Canadian Baking Show," we can see that demand data can help with content valuation, acquisition decisions, distribution decisions, and programming decisions. Demand data can help these executives make informed decisions on which shows to invest in, which markets to target, how to price the content, and how and when to program it.
The Great Canadian Baking Show's travelability to Australia in the last 30 days is 11%, which means that the audience demand for The Great Canadian Baking Show is 11% of the demand in its country of origin, Canada. Click through to another market to discover how well The Great Canadian Baking Show travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular CBC‘s The Great Canadian Baking Show 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 CBC 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 The Great Canadian Baking Show, for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. Cooking Reality), using our globally standardized Demand Expressions® metric.
This page has been amended on April 19, 2024, 2 p.m. PST using global tv demand analytics from Parrot Analytics for The Great Canadian Baking Show in Australia. We provide our partners with deep television series analyses to help them drive better and more informed content advertising strategies. Contact us today to find out more.