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.
Entertainment executives in the TV industry can use demand data provided by Parrot Analytics to make more informed decisions on content acquisition, production, and distribution. Looking at the example of the Brazilian show "História De Amor," we can see how demand data can be used by executives to gain valuable insights and make informed decisions.
One way to use demand data is for content valuation. Executives can use demand data to determine how much a title is worth, how it drives engagement, and how it performs as an acquisition-driving or churn-reducing title. In the case of "História De Amor," we can see that its demand was good, with 2.6 times the audience demand of the average show in Brazil over the last 30 days, but decreasing recently. Therefore, executives can use demand data to estimate the value of "História De Amor" and decide whether the show's performance is worth the investment.
Another way to use demand data is to determine the show's genre and popularity. With a percentile rank of 97.0% in the romance genre, "História De Amor" has had higher demand than 97.0% of all romance titles in Brazil, which shows executives that the show is in high demand within its respective genre. Executives can also evaluate audience demand to decide if the audience would be interested in this genre, which can help them decide whether to invest in similar content in the future.
Demand data can also help executives understand how a show's performance compares to other titles in the market. By comparing the show's performance on a 1-year rolling basis vs. the past 30 days, executives can see if the show's popularity has grown or decreased. In the case of "História De Amor," we can see a decrease in popularity, with demand decreasing by 36.1% in Brazil during March.
Executives can also use demand data for effective programming decisions and identify trends. By examining audience demand in different geographic locations, executives can determine which markets the show performs best in and tailor their approach accordingly. For "História De Amor," Brazil is the most in-demand market, achieving good audience demand, while other countries like Italy and Oman have poor demand. By examining these trends and insights, executives can make strategic marketing and distribution decisions based on the countries' respective audience interests.
Finally, executives can use demand data as part of a strategic decision-making process to optimize marketing campaigns, identify franchise and spin-off potential, and assess the show's longevity and reach. Momentum, as an important dimension in the Parrot Pulse measurement, measures the show's pace of growth, which reveals how successful the show's marketing has been. Longevity, on the other hand, measures how well audience demand is maintained over time, which is essential for executives to evaluate the success and sustainability of a show. Franchisability is another metric that helps executives evaluate the spin-off potential, while reach measures the number of people expressing demand for a show. By assessing these metrics holistically, executives can make data-driven decisions to maximize the success of their shows.
In conclusion, demand data is critical for entertainment executives to make informed content, acquisition, production, and distribution decisions. The example of "História De Amor" in Brazil illustrates the potential of demand data to reveal valuable insights on audience interests, genre preferences, performance trends, and more. By using demand data, entertainment executives can ensure that their programming decisions are data-driven and optimized for success.
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Our TV audience measurement dataset is truly global. Discover how popular TV Globo‘s História De Amor 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 História De Amor, 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 recreated on April 22, 2024, 2:01 p.m. PST using global tv demand metrics from Parrot Analytics for História De Amor in Brazil. We provide our partners with deep content analyses to help them drive better and more informed content distribution strategies. Contact us today to find out more.