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, using demand data is important as it helps to make informed decisions related to content, acquisition, distribution and programming. By looking at the example of "The Office (US)", we can see how Parrot Analytics' demand data can be used and the insights it can provide.
One way that demand data can be used for making decisions is to help value content. For instance, content valuation can be used to determine how much a TV series is worth. Parrot Analytics content valuation system can use demand data to reveal the dollar value contribution of any title in any region of the world. For "The Office (US)", we can see that its demand is exceptional in Canada, with 22.7 times the audience demand of the average show in the country over the last 30 days. This information could be useful for those looking to acquire or distribute content in Canada and may inform expectations around the price of licensing for this show.
Another way that demand data can be used is to inform the decision-making process related to programming. In the case of "The Office (US)", it has outstanding audience demand and higher demand than 99.9% of all comedy titles in Canada. By understanding how this demand changes over time and how it compares to other shows, executives can decide on the show's placement in programming schedules or the marketing campaign surrounding it ahead of premiere.
Demand data can also provide insights into similar or competing titles. In the case of "The Office (US)", other shows that fans of it also liked were "Futurama", "Bob's Burgers", and "South Park". By looking at such similar titles, it can be easier to determine which titles might be valuable to acquire or produce based on the audience demand of those titles. It can also show which elements of existing content fans like the most and help optimize upcoming productions for success.
Demand data can also allow for franchises to be developed. For instance, "The Office (US)" has exceptional franchisability according to Parrot Pulse. This means that there is potential for spin-offs or franchise development to further monetize IP for the show. This information could inform decisions made by studios or producers as to whether they should invest in creating spin-offs or franchises.
Finally, demand data can also be helpful when it comes to making decisions about distribution. In the example of "The Office (US)", we can see that it outperforms the demand for the average TV show (1x) in each of the top 10 global markets where it is most in-demand. By examining where a title is most popular and how it performs compared to other shows, it can help determine which platforms to target for distribution of the content.
Overall, using demand data can be helpful for TV executives when making strategic decisions. The insights it provides can be useful for content valuation, programming decisions, franchise development, and distribution. By using Parrot Analytics' demand data, executives can make more informed decisions that are backed by real audience demand.
The Office (US)'s travelability to Canada in the last 30 days is 51%, which means that the audience demand for The Office (US) is 51% of the demand in its country of origin, United States. Click through to another market to discover how well The Office (US) travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular NBC‘s The Office (US) 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 The Office (US), for example, can be assessed for a market e.g. Canada, which can then be benchmarked against genre averages (e.g. Mockumentary), using our globally standardized Demand Expressions® metric.
This page has been enhanced on April 22, 2024, 2:01 p.m. PST using television demand metrics from Parrot Analytics for The Office (US) in Canada. We provide our partners with far-reaching content capabilities to help them drive better and more informed content advertising strategies. Contact us today to find out more.