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 the analysis of "Continuum" in Spain illustrates how demand data can be used in content acquisition, distribution, and programming decisions. For instance:
1. Content Valuation: Parrot Analytics' content valuation system can help in determining how much to spend on content. The increase in audience demand in Spain by 75.2% in March for "Continuum" over the previous 90 days suggests its value may have increased. This is exactly what content valuation does. It uses demand data and reveals the dollar value contribution of any title, in any region.
2. Programming and scheduling: The movement of Continuum’s rank by 476 spots during March in Spain suggests that programming executives in Spain should look to air the show more frequently or at a more prominent time, as this will likely increase its demand. They can also evaluate the show’s longevity to determine how well audience demand is maintained over a longer period.
3. Targeted marketing: Understanding the show’s fans and what other shows they are most interested in, can help in crafting targeted promotion campaigns. The audience analysis found that the fans of "Continuum" are also fans of "Jersey Shore: Family Vacation", "Teen Mom", "Survivor", among others. This information can be used to identify spot-on advertising opportunities.
4. Content Acquisition: The analysis identified Continuum's top 10 global markets, with Spain at the top of the list in terms of demand. Other territories, such as the United States, Canada, Netherlands, Estonia, Australia, France, Romania, and Switzerland, also show good demand, indicating that content acquisition executives should consider acquiring the rights to the show for their markets.
5. Expansion & Market Entry: Travelability, one of the six dimensions that the Parrot Pulse evaluates, provides an independent measure of the show's international demand relative to its home market. Continuum's travelability is okay, meaning it has some international demand, but not as much as expected, thus providing insights on how to adjust the show to increase its appeal to international audiences.
In conclusion, Parrot Analytics' demand data can provide vital insights to entertainment executives in making informed content decisions. These insights range from content valuation to programming and scheduling, targeted marketing, content acquisition, and expansion strategy. By following through with these insights, executives can make solid content decisions that will appeal to their target market.
Continuum's travelability to Spain in the last 30 days is 183%, which means that the audience demand for Continuum is 183% of the demand in its country of origin, Canada. Click through to another market to discover how well Continuum travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Showcase Canada‘s Continuum 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 Spain, 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 Showcase Canada 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 Continuum, for example, can be assessed for a market e.g. Spain, which can then be benchmarked against genre averages (e.g. Sci-fi Drama), using our globally standardized Demand Expressions® metric.
This page has been recreated on April 19, 2024, 2:02 p.m. PST using television demand data from Parrot Analytics for Continuum in Spain. We provide our partners with valuable TV industry expertise to help them drive better and more informed content marketing strategies. Contact us today to find out more.