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 a TV executive, understanding audience demand is critical to making content acquisition or production decisions that drive success for your platform. Parrot Analytics' demand data provides you with valuable insights that enable you to make informed decisions and stay ahead of the competition. Using the example of "Mighty Trains", let's analyze how Parrot Analytics' demand data can help inform your content decisions.
Firstly, it's important to evaluate audience demand for a show relative to the market average. "Mighty Trains" has strong demand compared to the average show in Canada, with demand 2.5 times higher than the market average. This helps to establish a baseline value for the show, which can inform pricing and acquisition decisions.
Further analysis of "Mighty Trains" demand data highlights that the show is most popular in France, where demand is 3.2 times higher than the market average. This information can help shape an international distribution and marketing strategy for the show.
Additionally, Parrot Analytics' demand data provides valuable insights into audience behavior, such as the other shows that fans of "Mighty Trains" also like. This helps executives to identify programming trends and inform acquisition decisions.
Understanding how a show's demand is changing over time is another key advantage of Parrot Analytics' demand data. "Mighty Trains" has seen a decrease in demand in Canada over the month of March, so it may be time for TV executives to take action to reinvigorate interest in the show.
In terms of content evaluation, it’s crucial to examine how a show is performing in markets outside of its home market. In this regard, the Parrot Pulse for "Mighty Trains" indicates its international demand is ok, while travelability is poor. The former shows that the show is performing well across different markets across the globe, however, it seems to struggle when it comes to trips and travel which could be an opportunity of expansion.
Finally, using Parrot Analytics' demand data for strategic decision making can help executives to assess how well-liked a title is among its audience, how much global appeal it has and potential for spin-offs or franchises. In the case of "Mighty Trains", the franchise potential or franchisability is poor, meaning that there's no need to invest in spin-offs or franchises to capitalize on the audience's attention. At the same time, the show's momentum, longevity and reach are okay, and this indicates that it can still hold the audience’s attention and retain existing viewers.
In conclusion, content evaluation using demand data allows executives to determine the dollar-value contribution of any title to their platform, establish baseline value for a title, make more informed acquisition decisions, and deepen their understanding of audience behavior. Parrot Analytics' demand data, in particular, offers executives valuable insights in areas such as content valuation, internationalization strategy, and the production of spin-offs, all of which can help drive success for their platform.
This is Mighty Trains'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 Mighty Trains travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Discovery Channel‘s Mighty Trains 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 Discovery Channel 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 Mighty Trains, for example, can be assessed for a market e.g. Canada, which can then be benchmarked against genre averages (e.g. Science Documentary), using our globally standardized Demand Expressions® metric.
This page has been adjusted on April 22, 2024, 2:02 p.m. PST using demand data from Parrot Analytics for Mighty Trains in Canada. We provide our partners with smart television workflows to help them drive better and more informed content acquisition strategies. Contact us today to find out more.