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 entertainment executives, you are often tasked with making critical decisions regarding content acquisition, programming, distribution, and financing. One of the most valuable tools you can use to make informed decisions is audience demand data. This data can give insights into which shows are popular with audiences, what genres are trending, and how content is performing across different regions and platforms.
For instance, let's take the example of the Brazilian mini-series "Capitu," based on the famous novel Dom Casmurro. By examining the audience demand data for this show in Brazil over the last 30 days, we can gain valuable insights into how this show is performing and what factors are contributing to its success or lack thereof.
Firstly, we can see that "Capitu" has audience demand that is 2.1 times the average show in Brazil over the last 30 days. This demand is good compared to other shows, with only 8.6% of all TV shows having this level of demand. However, demand for the show has been decreasing recently compared to its demand of 2.1 times the average over the last 90 days. This could indicate a potential downturn in popularity, which should be taken into account when making programming decisions.
We can also see that "Capitu" achieved its peak rank of #1314 in Brazil, moving up in rank by 86 spots during January 2024. Additionally, the show's romance genre ranks at the 95.6th percentile, indicating higher demand than 95.6% of all romance titles in Brazil. This could suggest that the romance genre is a key factor in driving demand for this show, and that other similar romance titles could also be successful in Brazil.
When examining "Capitu" on a global scale, we can see that its performance across six dimensions is generally okay or poor. Its worldwide audience demand is okay, its travelability is poor, and its momentum and franchisability are both poor. However, we can also see that "Capitu" has increased popularity over the last 30 days, with peak demand 2.2 times the average compared to 2.1 times the average for the year. This could indicate that promotional efforts or word of mouth are contributing to this show's current success.
Perhaps most importantly, we can also see where "Capitu" is performing well globally, with Brazil being its number one market and Portugal being second. This can give executives insights into where to focus their promotional or regional marketing efforts and which regions may be the most profitable for content acquisition and distribution.
Overall, by examining the audience demand data for a show like "Capitu," entertainment executives can make more informed content decisions, from acquisition to programming to distribution and financing. Demand data helps understand the factors driving popularity for a specific title, which can inform strategies when promoting or bundling content together. Furthermore, quantitative analysis afforded by demand data also makes content valuation more specific and robust. Entertainment executives can assess where to invest their time and resources and how to optimize campaign decisions, creating an environment that maximizes audience reach and engagement for their content.
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Our TV audience measurement dataset is truly global. Discover how popular TV Globo‘s Capitu 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 Brazil, 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 TV Globo 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 Capitu, for example, can be assessed for a market e.g. Brazil, which can then be benchmarked against genre averages (e.g. Crime Drama), using our globally standardized Demand Expressions® metric.
This page has been renewed on April 22, 2024, 2:01 p.m. PST using global demand analytics from Parrot Analytics for Capitu in Brazil. We provide our partners with essential content know-how to help them drive better and more informed content sales strategies. Contact us today to find out more.