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 could use demand data to make more informed content acquisition decisions, programming decisions, distribution decisions, and content valuation. Take, for instance, "Inspector Morse," a popular crime drama TV series based on the Colin Dexter novels, which was first broadcast in 1987. In the month of March 2024, Canadian demand for "Inspector Morse" was 2.9 times the average TV show. Using this data, an executive at an OTT platform or SVOD platform could leverage content valuation to price the series accurately and determine how much to spend on the show.
Demand data can assist executives in programming decisions. Using the data for Inspector Morse, executives could determine what release strategy will be best for the show in Canada. They can look at specific indicators like the number of fans in Canada, the show's current audience demand, and its rank to see which quarters of the year perform best for the show in the country.
Demand data plays a vital role in content acquisition, and executives at content distribution and linear networks or pay TV networks can use it for an acquisition decision like how much is the show worth in different global markets, as shown in the example of Inspector Morse in Canada. Demand analytics could also be used in vertical integration leveraging content valuation to decide if a TV series would perform well on linear networks or pay TV networks.
Demand data could assist a TV production company or entertainment talent agency to make more informed decisions in concept testing by looking at the type of content emerging, as well as the taste clusters of an existing or new audience.
Demand data could also help in subscriber acquisition for a Streaming Video on Demand service provider. By examining the uptake of titles available, executives can identify popular new titles to acquire or produce.
Moreover, demand data can help with franchise development. For instance, by examining the travelability and the franchisability of Inspector Morse, executives can determine which spin-off genres or markets to target actively.
Finally, executives can utilize demand data to enable effective pre-release marketing campaigns to optimize the series’ premiere by leveraging content valuation.
Inspector Morse's travelability to Canada in the last 30 days is 103%, which means that the audience demand for Inspector Morse is 103% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well Inspector Morse travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular ITV‘s Inspector Morse 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 ITV 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 Inspector Morse, for example, can be assessed for a market e.g. Canada, which can then be benchmarked against genre averages (e.g. Comedy Drama), using our globally standardized Demand Expressions® metric.
This page has been regenerated on April 22, 2024, 2:03 p.m. PST using tv demand metrics from Parrot Analytics for Inspector Morse in Canada. We provide our partners with extensive television competencies to help them drive better and more informed content marketing strategies. Contact us today to find out more.