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.
If you are an executive engaged in the content acquisition, programming, distribution, or valuation process, leveraging demand data can be an indispensable tool to help you make informed decisions. To illustrate this, we will use the example of "The Thick Of It," a satirical TV show that discusses the workings of the British government.
One way that demand data can help inform your decisions is through content valuation. With information on how much demand a show like "The Thick Of It" is generating in Australia over the past month or quarter, you could assess how valuable the show is. Since it has roughly 2.1 times the audience demand for the average show in Australia over the last 30 days, this indicates good demand for the show. The fact that demand for this show has grown recently is also worth considering since it's at 1.8 times over the last 90 days. Moreover, since the show has a demand ranking of #1089 in the country, it suggests the show has a significant viewership. Plus, its ranking drop over the last month signals an overall decline of the show's demand, which is useful information to know in programming or rating discussions.
Apart from content valuation, another valuable way of utilizing demand data is reactive programming. By understanding which shows like "The Thick Of It" are fans of, you could identify and schedule programming patterns that cater to the fans' tastes. For instance, shows such as "Breaking Bad," "Family Guy," and "Doctor Who (2005)" are suggested to be fans of "The Thick Of It," and your broadcast would benefit from scheduling such shows to cater to the show's viewers' interest.
Thirdly, demand data could provide insights into the show's performance across different demographics. For example, assessing countries where the show is most in-demand over the last 30 days could help you gauge the show's travelability and identify preferred regions for distribution. Countries such as the Netherlands, Germany, and the United States, where the show has good demand over the past month, suggest a high likelihood that viewers in these areas will love the TV program. Plus, noting that "The Thick Of It" has been in hiatus since 2012, cultivating its global popularity and reach could present new opportunities.
Lastly, demand data could help gauge audience segmentation, such as particular segments of viewers. For instance, you could examine which audience clusters are showing interest in "The Thick Of It." By mapping local whitespaces, you could identify the most prominent viewing genres in different markets. Since the comedy genre globally has a high demand for "The Thick Of It," measuring the show's longevity and its momentum within this genre can provide additional context to help with programming decisions.
In summary, understanding demand data is critical for entertainment executives seeking to make more informed content acquisition, programming, distribution, or valuation decisions. Through precise analysis of this data, it is possible to assess TV shows' value, evaluate their performance over time across different demographics, segument the audience, and inform effective programming strategies that cater to audience preferences. In turn, these efforts can drive engagement, retain subscribers, and create opportunities for growth and revenue generation in many markets worldwide.
The Thick Of It's travelability to Australia in the last 30 days is 26%, which means that the audience demand for The Thick Of It is 26% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well The Thick Of It travels internationally.
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Acquire the best shows from partners such as BBC Four to fortify your competitive position in Australia. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. The Thick Of It), including those that have not even been released. Leverage a return-focused selection criteria for title acquisition by incorporating country-specific trend and market demand factors.
Command your Comedy genre niche with maximum net subscriber adds. Contact us now to harnesses audience demand data to gain insights for growing and keeping a subscriber base. Leverage a return-focused selection criteria for title acquisition from partners such as BBC Four by incorporating country-specific trend and market demand factors for all markets including Australia. Appeal to the individuality of your audience base, taking into consideration the unique and limitless characteristics of taste clusters.
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Our TV audience measurement dataset is truly global. Discover how popular BBC Four‘s The Thick Of It is in any of the following selected markets. Need data for other markets? Find out more about DEMAND360LITE.
Over the last 7 days, people who watch The Thick Of It also watch:
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 Four 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 Thick Of It, 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 altered on April 22, 2024, 2:03 p.m. PST using demand datasets from Parrot Analytics for The Thick Of It in Australia. We provide our partners with valuable entertainment industry know-how to help them drive better and more informed content advertising strategies. Contact us today to find out more.
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