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, understanding audience demand data can help make more informed content decisions and acquisition decisions. Taking the example of "The Half Hour" showcased on Comedy Central in Canada during October 2023, we can discuss how demand data analysis sheds light on the content's performance and its potential.
Content valuation is an important aspect of the TV industry that determines the spending on content and the returns on investment. In this context, one can leverage Parrot Analytics' content valuation system powered by global content demand to determine the value of this show, which has a demand of 2.1 times the average show in Canada over the last 30 days. However, the content valuation system considers other factors such as travelability, longevity, momentum, franchisability, and reach, which can weigh on its valorization.
For instance, in terms of travelability, the show's international demand relative to its home market is poor. The show's demand for Canada is 23% of the demand in the United States, its country of origin. It means that the show does not travel well internationally and has a low potential for global expansion.
However, the show does have good longevity, momentum, and demand, indicating an increase in popularity. The incremental upward trend in audience demand in Canada for the last 30 days suggests that programming monetization strategies could potentially increase its value further. Considering its high demand in its country of origin, there is potential for the content to generate a similar following in international markets.
Demand data analysis also provides critical insights into audience preferences, which can enhance programming and acquisition decisions. For instance, we learn that fans of "The Half Hour" are also fans of shows such as "The Daily Show", "The Late Show with Stephen Colbert," and "Late Night with Seth Meyers." Such information enables entertainment executives to identify audience segments with similar interests, which promotes targeted programming.
Moreover, demand data analysis can provide clues about suitable marketing strategies that can be adopted to promote the content. The demand spikes in mid-October 2023 indicate that the content resonates with the audience and could guide advertising campaigns development to present it in a way that brings out the features that appeal to the audience.
Finally, demand data analysis can help identify untapped opportunities. Despite its low reach and franchisability, the show does have good demand in some countries such as the United States and Canada, presenting an opportunity to create spin-offs or find distribution channels that cater to these markets.
In summary, audience demand data analysis is an essential tool for entertainment executives when making informed content, acquisition, distribution, and programming decisions. The performance of "The Half Hour" provides insights into how the tool can be applied in the industry.
The Half Hour's travelability to Canada in the last 30 days is 6%, which means that the audience demand for The Half Hour is 6% of the demand in its country of origin, United States. Click through to another market to discover how well The Half Hour travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Comedy Central‘s The Half Hour 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 Comedy Central 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 The Half Hour, for example, can be assessed for a market e.g. Canada, which can then be benchmarked against genre averages (e.g. Stand-up Comedy), using our globally standardized Demand Expressions® metric.
This page has been renewed on April 22, 2024, 2 p.m. PST using demand data from Parrot Analytics for The Half Hour in Canada. We provide our partners with valuable television series know-how to help them drive better and more informed content marketing strategies. Contact us today to find out more.