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 an entertainment executive, then you can use demand data to help guide your content or acquisition decisions. "Wilfred" is a prime example of how demand data can help in making informed decisions.
One of the first things that you should look at is the demand for the show in comparison to the average show in Canada. This data shows that the demand for "Wilfred" is good with a 2.2 times the audience demand of the average show in Canada over the last 30 days. When compared to its demand of 1.6 times the average over the last 90 days, you can see that demand for this show has been increasing recently. This data can help to inform decisions on programming decisions as well as content acquisition decisions.
It is also crucial to look at the show's rank in Canada. "Wilfred" achieved the peak rank of #1042 in Canada. This show dropped in its rank by 291 spots during November in Canada. These metrics can help TV executives to know how well the content is resonating with audiences, and if they should keep investing in it.
Another way to use demand data is by looking at the genre percentile. "Wilfred" ranks at the 94.2th percentile in the drama genre, in November, meaning it has higher demand than 94.2% of all drama titles in Canada. This information helps in understanding which genre is popular among audiences and where "Wilfred" fits in.
Also, examining the show's travelability, which is poor in the case of "Wilfred," we see that its international demand relative to its home market is low. However, the show's longevity has a good rating, indicating that the audience demand is maintained over time. Based on momentum, which is also good, the pace of growth, the show might potentially continue to grow in popularity.
By analyzing the top 10 global markets where "Wilfred" is most in-demand over the last 30 days, we see that it outperforms the demand of the average TV show in each of these markets. The United States is "Wilfred"'s number one market globally, followed by Canada. The show hasn't achieved an exceptional demand in other countries, but its overall performance can still help content distributors or acquisition executives who are interested in this market.
In addition, there is an opportunity to explore demand data for "Wilfred" on a rolling year basis to find more insights. By doing so, we can see a trend of an increased popularity for the show by comparing its peak demand on a 1 year rolling basis vs the last 30 days. For example, the show's average demand on a rolling year basis was 0.9 times the average title, compared to 2.2 times the title average for the last 30 days - indicating that this show has increased in popularity. This information can benefit content distributors or production companies in determining whether it is worth investing in a show that has peaked in popularity but struggled in the past.
To conclude, demand data can be used to inform strategic decisions that each of these entertainment executives needs to make. By using "Wilfred" as a case study, entertainment executives can recognize the importance of looking at view patterns, taking note of audience preferences, assessing the content's reach, momentum, travelability, and franchisability to make informed decisions. Furthermore, executives can use data to discover under-monetized titles with a massive potential for success, promoting the sustainable growth of companies in the ever-changing entertainment industry.
Wilfred's travelability to Canada in the last 30 days is 12%, which means that the audience demand for Wilfred is 12% of the demand in its country of origin, United States. Click through to another market to discover how well Wilfred travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular FX‘s Wilfred 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 FX 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 Wilfred, 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 renewed on April 22, 2024, 2 p.m. PST using global demand content analytics from Parrot Analytics for Wilfred in Canada. We provide our partners with valuable television series know-how to help them drive better and more informed content investment strategies. Contact us today to find out more.