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 have access to a vast amount of demand data that can help you make more informed content decisions. Let's take the example of "Mr. Bean" to understand how demand data can be used to help you make content acquisition, distribution, and programming decisions.
Content Valuation: One of the key applications of demand data is content valuation. You can use demand data to determine how much a series is worth and its value contribution to any platform in any region. With 7.8 times the audience demand of the average show in Canada over the last 30 days, "Mr. Bean" has good demand. Comparing its performance on a 1-year rolling basis vs the last 30 days, you can see that its popularity has increased by 28.7%. By using Parrot Analytics content valuation system powered by global content demand and supply, you can reveal the dollar value contribution of any title, to any platform, in any region.
Acquisition Decisions: Another way that demand data can be used is to help you acquire content. For example, by examining the top 10 global markets where "Mr. Bean" is most in-demand over the last 30 days, you can see that it outperforms the demand of the average TV show (1x) in each of these markets. The United Kingdom is "Mr. Bean"'s number one market globally, with outstanding audience demand of 15.6x. As a result, this show represents an excellent opportunity for content acquisition for any platform targeting the UK market where the show is most popular.
Programming Decisions: By examining the demand data for "Mr. Bean," you can also make more informed programming decisions. For example, you can see that the demand for the show has decreased by 20.1% during February in Canada. By analyzing the affinity analysis data, you can see that fans of "Mr. Bean" also like "Family Guy," "Rick and Morty," and "The Mandalorian." By programming these shows together, you can create a powerful programming bloc that appeals to a similar audience. Additionally, you can see that demand for "Mr. Bean" spiked in late February 2024 for Canada, which provides an opportunity to program new episodes or marathons of the show that capitalize on this trend to further grow the show's popularity in the region.
Distribution Decisions: Demand data can also inform your distribution decisions. By examining the travelability data, you can see that "Mr. Bean" has exceptional international demand relative to its home market in the UK. This shows that there is an opportunity for international distribution of the show. Moreover, by examining the data on the other markets where the show is performing well, you can target these markets for content distribution and promotion.
In conclusion, demand data can be used to inform content acquisition, distribution, programming, and content valuation decisions. By leveraging the power of Parrot Analytics' content valuation system and other demand data, entertainment executives can make more informed decisions that maximize the value of their content. In the case of "Mr. Bean," this demand data has revealed an opportunity for international distribution, content acquisition, and programming decisions that capitalize on the show's growing popularity in Canada and beyond.
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Our TV audience measurement dataset is truly global. Discover how popular ITV‘s Mr. Bean 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 Mr. Bean, for example, can be assessed for a market e.g. Canada, which can then be benchmarked against genre averages (e.g. Sitcom), using our globally standardized Demand Expressions® metric.
This page has been amended on April 22, 2024, 2:01 p.m. PST using tv demand data from Parrot Analytics for Mr. Bean in Canada. We provide our partners with extensive television capabilities to help them drive better and more informed content partnership strategies. Contact us today to find out more.