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 constantly looking for insights to inform your content decisions. One powerful tool for making these decisions is demand data, which can help you understand audience interest and engagement with your content. In this case, let's examine how demand data can inform strategic decisions for the TV series "Making It" in Canada during the month of February 2024.
Firstly, we see that the demand for "Making It" in Canada is good, with 2.7 times the audience demand of the average show in Canada over the last 30 days. This indicates that "Making It" has engaged a significant number of viewers in Canada. Demand that is significantly higher than the average can help TV executives identify what makes their content valuable and worth investment.
It's also worth noting that demand for "Making It" has been increasing recently. The trend in demand over the last 90 days can indicate how the show is trending, but the most recent 30 days provides more up-to-date information regarding what is happening with the show. The recent uptick in demand can help support an argument for keeping or renewing the series.
On the other hand, we see that during February, audience demand for the show has decreased in Canada by 111.6%. Decreases in demand could signal that the show may not be performing as well as expected and that further analysis is needed to understand the underlying causes. Conversely, demand spikes may indicate when the show has received special attention or coverage, such as a new trailer launch or a celebrity endorsement.
Another way to use demand data is for content valuation. By understanding the demand for your content in various regions, you can more accurately determine how much value it brings to your platform. Demand for "Making It" is high in Canada, but lower in other countries. Typically, broadcasting and OTT platforms are always looking for content that reaches far and wide hence understanding demand data helps in assessing the intrinsic value of the content.
"Making It" also has high engagement levels for the reality genre in Canada, ranking in at the 95.8th percentile. This information can help executives identify the specific appeal of "Making It" to its audience and may potentially attract viewers who are specifically looking for that type of content.
By looking at the Parrot Pulse for "Making It" and its performance across different dimensions, executives can better understand the potential of the show for international markets ("travelability"), how well it is maintaining audience interest over time ("longevity"), and how much it is growing. This can be useful when considering new marketing strategies, to help achieve its growth objectives, or evaluating possibilities for adapting the content.
Finally, examining the top 10 global markets where "Making It" is most in-demand can help inform distribution and acquisition decisions. By knowing which regions have the highest demand for the show, executives can target their marketing efforts, release strategy, and make more informed decisions about distribution deals.
In conclusion, demand data is a valuable tool for executives to make informed decisions on content valuation, acquisition, distribution, and programming. The insights from demand data can assist executives in understanding audience engagement and provide information to guide budget allocation, strategic planning, and acquisition decisions. By using a comprehensive analysis of demand data, executives can more confidently navigate the complex world of entertainment and make informed decisions that result in better content and business outcomes.
Making It's travelability to Canada in the last 30 days is 17%, which means that the audience demand for Making It is 17% of the demand in its country of origin, United States. Click through to another market to discover how well Making It travels internationally.
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Acquire the best shows from partners such as NBC 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. Making It), 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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Our TV audience measurement dataset is truly global. Discover how popular NBC‘s Making It 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 NBC 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 Making It, 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 recreated on April 22, 2024, 2 p.m. PST using global demand analytics from Parrot Analytics for Making It in Canada. We provide our partners with comprehensive OTT capabilities to help them drive better and more informed content partnership strategies. Contact us today to find out more.