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, understanding audience demand data is crucial to help make informed content, acquisition, distribution, and programming decisions. Parrot Analytics' content valuation system uses demand data to determine how much a specific title or content library is worth, and how it contributes to a platform's revenue. Let's take a closer look at how the demand data for the TV show "Today (AU)" can be used to make more informed decisions.
Content Valuation: Using the Parrot Analytics system, you can estimate the value of "Today (AU)" for any given platform, in any region. By assessing the dollar value contribution of the show in relation to other titles, you can determine how much to spend on content, which will help optimize the platform's content strategy.
Subscriber Retention: When deciding which titles to buy, it's essential to consider what will keep the audience happy. By looking at what shows have similar demand to "Today (AU)", we can identify which titles may have a similar audience (e.g. "New Zealand Today", "Top Gear Australia", and "The Simpsons"). This would help to make a more informed decision on which shows to acquire and keep subscribers engaged.
Scalable Concept Testing: By analyzing what segments of "Today (AU)" are popular with the fans (e.g. Today's Money, Today's Kitchen, and Today Throws a Wedding), we can optimize upcoming productions and ensure the right content is being created for the target audience.
Supply & Demand: By analyzing the demand data for the show, we can determine if there is an opportunity to produce or acquire similar content, e.g. another talk-show series, which could drive demand for the platform.
Programming Strategy: The demand data of "Today (AU)" can also inform a programming strategy. While the show had a peak demand compared to the average over the course of the entire year, over the last 30 days, the demand has decreased. This indicates that programming executives may need to adjust the content strategy to maintain viewership.
Travelability: The show's travelability is poor, indicating that there may not be an international market for "Today (AU)." However, by analyzing the show's performance globally in the top 10 markets, we see that the show outperforms the average in each country, with Australia as the show's number one market.
Franchisability: The low franchisability index of "Today (AU)" could indicate that there may not be spin-off potentials in the near term. However, looking at the demand data, programming executives could decide to create spin-offs in Australia, where the show has a higher demand compared to other countries.
In conclusion, audience demand data can help entertainment executives make informed decisions, whether it's in content valuation, subscriber retention, supply and demand, programming strategy, or travelability. The demand data for the show "Today (AU)" can provide insights into which markets the show is most in-demand, what segment of the show is most popular with fans, what shows have similar demand to "Today (AU)", and more. By leveraging demand data, entertainment executives can make data-driven decisions, enabling them to maximize revenue and better engage with the target audience.
This is Today (AU)'s home market and therefore its travelability is 100%; the travelability of a TV show's market of origin is always 100%. Click through to another market to discover how well Today (AU) travels internationally.
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Acquire the best shows from partners such as Nine Network 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. Today (AU)), 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.
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Our TV audience measurement dataset is truly global. Discover how popular Nine Network‘s Today (AU) 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 Nine Network 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 Today (AU), for example, can be assessed for a market e.g. Australia, which can then be benchmarked against genre averages (e.g. News Factual), using our globally standardized Demand Expressions® metric.
This page has been altered on April 22, 2024, 2:01 p.m. PST using global demand content analytics from Parrot Analytics for Today (AU) in Australia. We provide our partners with deep media industry know-how to help them drive better and more informed content investment strategies. Contact us today to find out more.