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 a TV executive, you can leverage demand data to make more informed decisions about your content, acquisition, distribution, and programming strategies. For instance, let's examine the case of "Carrossel" - a Brazilian soap opera premiered in 2012. The show has remained popular over the years, and demand data can be used to identify the reasons behind its continued appeal to the audience.
Demand data can help you to understand the popularity of "Carrossel" in Brazil, which is its number one market globally, and the top 10 other markets where it is most in-demand. The show has 18.7 times the average audience demand over the last 30 days in Brazil, indicating an outstanding performance level. This information can be used to determine the show's value proposition, such as using it as a billing headline for your platform to attract and retain more subscribers.
Another way demand data can be used is to identify the audience's taste clusters, particularly for the title's genre of drama. "Carrossel" ranks at the 99.9th percentile in the drama genre in March. This indicates higher audience demand than 99.9% of all drama titles in Brazil. TV executives can use this information to inform the selection of drama-focused content to acquire and add to their library.
Using demand data can also enable TV executives to make data-driven decisions about the optimal release strategies for their content. For instance, "Carrossel" experienced a spike in demand in late March, which can signal a release strategy that drives audience response. A detailed understanding of demand patterns can inform programming decisions, such as determining the number of episodes to air, scheduling, promotion of airing times, and more.
Demand data can also be crucial in assessing the show's performance across various markets globally. For example, "Carrossel" has good reception in Portugal, indicating that it reflects a preference for Portuguese-speaking audiences. TV executives targeting Portugese-speaking markets can leverage this information to make more informed decisions. Additionally, demand data can be used to guide acquisition decisions, determining whether to spend based on the potential demand of a show in specific markets.
TV executives can also use demand data to quantify the platform-specific marginal revenue contribution and determine how a specific title drives engagement across their platform. For example, by comparing "Carrossel" performance with other drama titles, TV executives can determine the best way to allocate funds to maximize future investments.
Lastly, by examining the six dimensions of Parrot Pulse - travelability, worldwide audience demand, longevity, momentum, franchisability, and reach - one can gain an independent measure of "Carrossel"'s global performance. This indicates whether your content has a good reception from a global audience and whether it has spin-off potential.
In conclusion, demand data provides TV executives with invaluable insights that can inform content acquisition, licensing, production, and distribution decisions. With demand data, TV executives can make informed decisions on where to invest resources and choose which titles will resonate with the audience. Moreover, understanding peak demand trends, the popularity of distinct genres, and audience preferences for a specific market can enable optimal marketing campaigns, retention, and audience acquisition. Finally, demand data can help quantify the long-term value of content, both in terms of audience size and SVOD subscription revenue.
This is Carrossel'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 Carrossel travels internationally.
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Capture more value from content opportunities in Brazil as well as globally. Contact us now to leverage audience profiling, market-based insights, talent scoring and genre clustering to de-risk production investments. Discover new business opportunities in the Drama genre and assess the strengths and weakness of the competition’s content e.g. SBT, leading to increased commercial efficiency and ROI.
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Acquire the best shows from partners such as SBT to fortify your competitive position in Brazil. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. Carrossel), 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 Drama 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 SBT by incorporating country-specific trend and market demand factors for all markets including Brazil. Appeal to the individuality of your audience base, taking into consideration the unique and limitless characteristics of taste clusters.
Deploy high impact entertainment marketing strategies across all genres including Drama. Contact us now to deploy demand-driven marketing, the only empirical earned media measure of your marketing spend. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles such as Carrossel, including those that have not even been released. Appeal to your target markets, including Brazil, based on audience interests, enabling the personalization of campaigns to capitalize on pre-release demand.
Our TV audience measurement dataset is truly global. Discover how popular SBT‘s Carrossel 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 SBT 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 Carrossel, for example, can be assessed for a market e.g. Brazil, which can then be benchmarked against genre averages (e.g. Soap Opera), using our globally standardized Demand Expressions® metric.
This page has been revised on April 18, 2024, 2:03 p.m. PST using television demand analytics from Parrot Analytics for Carrossel in Brazil. We provide our partners with deep subscription-video-on-demand analyses to help them drive better and more informed content investment strategies. Contact us today to find out more.
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