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, you are always on the lookout for engaging and unique content that captures the attention of your audience. In order to make informed content decisions, demand data can help you understand the value of a title, as well as its potential audience reach, both in your home market and abroad. We can use the example of "Halloween Wars" to demonstrate how demand data can aid in making better content decisions.
One way demand data comes in handy for content executives is in content valuation. With Parrot Analytics' content valuation system, you can determine the dollar value contribution of any title, to any platform, in any region. Utilizing demand data can help answer questions such as, "How much is my series worth?" or "What is the value of a content library to a platform over time?" For instance, with "Halloween Wars," its demand level of 3.5 times that of the average show in Canada over the past 30 days makes it an appealing asset for a streaming platform, suggesting its strong value.
In addition, the travelability metric can help assess the potential global appeal of a title. Based on demand data, we see "Halloween Wars" has poor travelability as its international demand is below average compared to its home market. However, it has good demand in Germany, Russia, and other markets, which could make it a potentially lucrative acquisition in those regions.
Demand data also informs decisions around programming. By looking at the demand trend for "Halloween Wars" in Canada, we see that its audience demand has decreased recently. This can help a programming director re-evaluate the show's potential, and possibly consider swapping it out if a more popular alternative exists. Additionally, similarity data reflecting the co-viewing behavior of "Halloween Wars" fans suggest that acquisition and production executives could explore other titles similar to the top 10 titles favored by fans of "Halloween Wars" to target new audiences based on the show's popularity.
Moreover, understanding the fluctuation of demand for a title can help with pre-release marketing strategy. Examining the trend in audience demand for "Halloween Wars" reveals that demand spiked in late November 2023 for Canada, hence a corresponding promotional strategy leading up to this period could help maximize returns for the show.
Finally, demand data can provide invaluable insights around taste clusters, content profitability, and prolonging the life-cycle of a title. The demand for "Halloween Wars" has been increasing lately, indicating a growing audience and greater profitability potential for the show. Furthermore, the show has good demand in Canada, suggesting it can attract and retain audience members of the region and potentially prolong its existence on the market.
In summary, whether it's for content valuation, acquisition, programming, marketing or content longevity, demand data provides valuable insights for entertainment industry executives. By understanding the audience appetite and trends through the demand data, executives can make more informed decisions that will lead to better returns on investment and stronger fan engagement.
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Acquire the best shows from partners such as Food Network to fortify your competitive position in Canada. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. Halloween Wars), 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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Deploy high impact entertainment marketing strategies across all genres including Reality. 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 Halloween Wars, including those that have not even been released. Appeal to your target markets, including Canada, 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 Food Network‘s Halloween Wars 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 Food 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 Halloween Wars, for example, can be assessed for a market e.g. Canada, which can then be benchmarked against genre averages (e.g. Competition Reality), using our globally standardized Demand Expressions® metric.
This page has been updated on April 22, 2024, 2:03 p.m. PST using demand datasets from Parrot Analytics for Halloween Wars in Canada. We provide our partners with comprehensive OTT expertise to help them drive better and more informed content investment strategies. Contact us today to find out more.