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, analyzing the demand data of a TV show is crucial in making informed content, acquisition, distribution and programming decisions. Let's look at how demand data can inform decision-making in the television industry and take "The Late Late Show with James Corden" as an example.
The first question that comes to mind is, "how can demand data be used to make content valuation decisions?" Demand data can reveal the dollar value contribution of any title to any platform in any region, and hence help valuation of content. For instance, consider the demand for "The Late Late Show with James Corden" for the month of February in Australia. The demand for the show was 2.5 times higher than the average TV show in Australia, which is a positive indicator for the show, especially since its demand has been increasing recently. Comparing its performance over a 1-year rolling basis vs the last 30 days revealed that it has been gaining popularity, with a 72.7% increase (peaked at 5.4 times the average demand in the last 30 days).
Secondly, "how does demand help in acquisition decisions?" Demand data can reveal the show's potential to drive subscriptions and mitigate churn. If you want to acquire or produce content, demand data can show which type(s) of content exhibit opportunities. Additionally, demand data can be used to value a TV show and to identify its worth to another streaming platform.
Thirdly, "how can demand data be used in distribution decisions?" Demand data can inform which platforms to target for distribution, and also help in benchmarking the content against other titles available on the market. Further, demand data can be used to assess how well a title performs as an acquisition-driving or churn-reducing title, thereby informing distribution and programming decisions.
Fourthly, "how can demand data inform programming decisions?" Demand data can help in deciding how much to spend on content and in mapping out local whitespaces. It can also help in optimal release strategy and pricing decisions. By analyzing the top 10 global markets where demand for "The Late Late Show with James Corden" is most in-demand, we find that the show is outperforming the average TV show (1x) in each of these markets, which can help in making programming decisions. On-demand pulse data for the show shows that it has outstanding audience demand, momentum, reach and longevity, which are all positive indicators for programming decisions.
Lastly, "how can demand data be used for marketing and branding decisions?" Demand data can inform how effective marketing campaigns are around a show, whether the show is part of the cultural zeitgeist or not, and whether the marketing campaign is optimized for premiere or not. Affinity analysis can also help identify the best talent and brand partnership for expanding the audience.
In summary, Parrot Analytics' demand data for "The Late Late Show with James Corden" reveals that the show is doing well in Australia, outperforming the average TV show. The increase in demand over the last 30 days compared to a 1-year rolling basis indicates gaining popularity. The show also has outstanding audience demand, momentum, reach and longevity, which are positive indicators for making programming decisions. The show's successful performance in the top 10 global markets, in comparison to the average TV show in these markets, can be used to inform content, acquisition, distribution and programming decisions.
The Late Late Show With James Corden's travelability to Australia in the last 30 days is 9%, which means that the audience demand for The Late Late Show With James Corden is 9% of the demand in its country of origin, United States. Click through to another market to discover how well The Late Late Show With James Corden travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular CBS‘s The Late Late Show With James Corden 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 CBS 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 Late Late Show With James Corden, for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. Late Night Talk Show), using our globally standardized Demand Expressions® metric.
This page has been adjusted on March 29, 2024, 7:42 a.m. PST using global television demand metrics from Parrot Analytics for The Late Late Show With James Corden in Australia. We provide our partners with extensive television series capabilities to help them drive better and more informed content investment strategies. Contact us today to find out more.