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 can use demand data to make informed decisions about content valuation, acquisition, distribution, and programming. With the example of "Heartland," let us explore the questions that demand data can answer.
Content Valuation: Consider the demand data for "Heartland" in Canada in March 2024. With 12.8 times the audience demand of the average show in Canada, demand for "Heartland" is outstanding. Demand data can reveal the dollar value contribution of any title, to any platform, in any region. By using demand data to calculate the ROI of a specific title, you can estimate the value of exclusivity and the baseline value of a title.
Acquisition Decisions: By examining the top 10 global markets where "Heartland" is most in-demand over the last 30 days, we find that this TV series outperforms the demand of the average TV show in each of these markets. For example, Canada is "Heartland"'s number one market globally, and demand is outstanding, with an audience demand of 10.3x. Along with Canada, the show's demand is the second highest in the United States, where it is also outstanding. By comparing demand across different regions and markets, you can make informed acquisition decisions.
Programming Decisions: The Parrot Pulse for "Heartland" provides an independent measure of its global performance across six dimensions: audience demand, travelability, longevity, momentum, franchisability, and reach. By analyzing the performance of "Heartland" on a rolling year basis vs the last 30 days, we can see that the show has increased popularity recently. By examining the genres that "Heartland" overindexes in, including Drama, you can make informed programming decisions. You can also examine which shows viewers of "Heartland" also like to find potential program metadata cues for future content.
Travelability: "Heartland" has outstanding travelability, which quantifies a show's international demand relative to its home market. By examining travelability data, you can determine what content to produce or acquire to support global SVOD expansion.
Franchisability: The franchisability (spin-off potential) of "Heartland" is good, and the show has already run for 17 seasons and counts over 259 episodes, which indicates there might be potential for future franchises down the line.
Longevity and Reach: "Heartland" has an impressive longevity score, indicating that its audience demand is maintained over time. Its reach, which indicates the number of people expressing demand for a show, is good, indicating that this show would attract a wide group of people or subscribers to a network.
Marketing: The demand data for "Heartland" shows that demand spiked in late March 2024 in Canada. By analyzing demand data, you can optimize marketing campaigns ahead of the premiere and during the run of a show to make it more successful.
In conclusion, demand data provides entertainment executives with insights to make data-driven decisions that can impact the success of their content. By analyzing the demand data for shows like "Heartland," you can determine its value, make acquisition decisions, and understand the preferences of the audience. Demand data is an essential tool for any entertainment executive, and it can help you stay ahead of the competition.
This is Heartland'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 Heartland travels internationally.
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Acquire the best shows from partners such as CBC 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. Heartland), 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 CBC by incorporating country-specific trend and market demand factors for all markets including Canada. Appeal to the individuality of your audience base, taking into consideration the unique and limitless characteristics of taste clusters.
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Our TV audience measurement dataset is truly global. Discover how popular CBC‘s Heartland 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 CBC 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 Heartland, for example, can be assessed for a market e.g. Canada, which can then be benchmarked against genre averages (e.g. Family Drama), using our globally standardized Demand Expressions® metric.
This page has been amended on April 22, 2024, 2:01 p.m. PST using demand datasets from Parrot Analytics for Heartland in Canada. We provide our partners with essential TV industry competencies to help them drive better and more informed content sales strategies. Contact us today to find out more.