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.
If you are a TV executive, you've probably heard of the show "Today (US)," which has had consistently high demand in Canada. The demand data behind the show provides insights that can help executives make more informed content decisions.
Content valuation is an essential aspect of any content-related decision, and "Today (US)" has substantial value based on the high demand that it generates in Canada. The demand for the show is 3.0 times the average show in the country, with this level of demand being uncommon. By using demand data, TV executives can identify content with high value and prioritize acquisition decisions.
Another valuable lesson for executives is that demand for "Today (US)" has been climbing in recent months. By monitoring the demand trends of a show, TV executives can determine whether it is worth investing in content that has potential demand growth. Understanding the trends behind demand data provides a comprehensive picture of content performance in the market.
TV executives can also use the show's fandom to inform acquisition and distribution decisions. Understanding fan interests and examining what other shows the same fans enjoy is critical when seeking to target the right audience. "Today (US)" has a large fanbase compared to other talk-show titles in Canada, making it an appealing asset for platforms looking to acquire and distribute content that can capture a dedicated viewership.
Beyond the context of the Canadian market, TV executives can also use the show's demand data to identify its performance in other regions, as well as its potential reach. The show has outstanding audience demand worldwide, which means that it has the potential to perform well in other markets. By examining which regions have shown high demand for the show, TV executives can use that information to determine where to distribute content and expand the show's audience base.
In addition, executives can use demand data to assess the longevity of a title and the rate of growth of new shows. For "Today (US)," the show has been running since 1952, and demand has been consistently high, indicating exceptional audience engagement. TV executives can use such information to determine suitable strategy, such as extending the show's lifespan through spin-offs or additional seasons.
Lastly, executives can use demand data to inform marketing decisions ahead of a show's premiere. For example, by analyzing a show's momentum and the pace of growth, TV executives may execute marketing campaigns that coincide with the increase in demand trends, effectively increasing the launch's effectiveness.
Demand data such as the one provided for "Today (US)" can inform TV executives of valuable insights in content decisions. These insights can range from determining a series' content valuation to assessing its potential for growth and identifying its demographic interests. Ultimately, TV executives can use demand data to enhance their decision-making process and secure more favorable outcomes in their fields.
Today (US)'s travelability to Canada in the last 30 days is 23%, which means that the audience demand for Today (US) is 23% of the demand in its country of origin, United States. Click through to another market to discover how well Today (US) travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular NBC‘s Today (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 Today (US), for example, can be assessed for a market e.g. Canada, which can then be benchmarked against genre averages (e.g. News Factual), using our globally standardized Demand Expressions® metric.
This page has been modified on Feb. 22, 2024, 1:01 p.m. PST using tv demand data from Parrot Analytics for Today (US) in Canada. We provide our partners with essential subscription-video-on-demand capabilities to help them drive better and more informed content advertising strategies. Contact us today to find out more.