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.
Demand data can offer valuable insights to TV executives across various domains of the entertainment industry. Parrot Analytics' demand data reveals the audience's interest and engagement levels with a particular TV show, offering executives a clearer idea of what content to prioritize or invest in, how much to spend, and where the content can be most successfully distributed. Analyzing the example of the daytime drama "General Hospital" for the month of February 2024 in Canada, we can highlight some key insights that executives can gain from its demand data:
1. Content Valuation: The demand data can enable executives to understand how much a TV show is worth, based on the dollar value contribution of the title to a given platform, region and audience. By analyzing the performance of "General Hospital" in Canada, executives can learn that it had 8.4 times the demand for an average show and qualified as outstanding in terms of audience demand. With this insight, executives can determine how to allocate funds for content investments, and how to monetize content through supply, demand, or distribution strategies.
2. Competitive Benchmarking: Executives can compare the ranking of their TV show against others in the market to see how their shows are performing. In the case of "General Hospital," the show achieved a peak rank of #268 in Canada, and had 99.3% higher demand than other romance titles in Canada. This can help executives to decide if their TV show is gaining traction with viewers or identify areas of improvement.
3. Franchisability and Longevity: By analyzing the third and sixth dimensions of the Parrot Pulse for "General Hospital," executives learn that the show ranks exceptionally well in terms of longevity and has good "franchisability." This means the show has the potential to maintain audience demand over time, which can lead to increased success as a brand, franchise or extended universe.
4. Programming Decisions: Demand data can provide critical insight into how to market a TV show effectively. Executives can use demand data to make decisions regarding content release strategies, campaign optimization, and even content development decisions. For example, by learning that "General Hospital" demand spiked in mid-February in Canada, executives can target this insight to align content release dates, marketing promotions and other programming decisions with high demand periods.
5. Audience Retention and Acquisition: Demand data can help executives to efficiently target their audience acquisition strategies. By analyzing the shows which fans of "General Hospital" also like, executives can identify which titles have the best potential of keeping current viewers or attracting new ones to their SVOD service. Furthermore, understanding the specific markets where a TV show has the most in-demand in can allow executives to identify what content to produce or acquire in order to support global SVOD expansion.
In summary, demand data provides key information for executives to make informed decisions regarding content valuation, competitive benchmarking, franchisability, programming decisions, and audience retention and acquisition. By examining the example of "General Hospital," we can see how executives can use such data to identify areas for improvement, allocate resources, and generate successful content strategies for specific markets and audiences.
General Hospital's travelability to Canada in the last 30 days is 29%, which means that the audience demand for General Hospital is 29% of the demand in its country of origin, United States. Click through to another market to discover how well General Hospital travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular abc‘s General Hospital 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 Canada, 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 abc 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 General Hospital, for example, can be assessed for a market e.g. Canada, 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 March 29, 2024, 3:26 a.m. PST using global demand data from Parrot Analytics for General Hospital in Canada. We provide our partners with meaningful media industry capabilities to help them drive better and more informed content advertising strategies. Contact us today to find out more.