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, the use of demand data can help in making more informed content decisions. This is evident from the analysis of “Scrubs”. With an audience demand of 2.1 times the average show in Spain over the last 30 days, and only 8.6% of all TV shows having this level of demand, it is clear that the show is popular. In addition to this, demand for the show has been increasing recently, which is an important consideration for the acquisition of content.
Demand data can also be used to examine the performance of a show on a rolling year basis compared to the last 30 days. For example, although the peak demand for “Scrubs” was 6.0 times the average over the course of a year, it peaked at 3.6 times the average in the last 30 days indicating increased popularity. Comparing rolling year demand with the demand in the past 30 days will enable executives to track trends and make appropriate programming decisions accordingly.
Another way that demand data can be valuable is by using the Parrot Pulse to measure the global performance of a show across six dimensions: audience demand, travelability, longevity, momentum, franchisability (spin-off potential), and reach. In the case of “Scrubs”, the show has excellent performance across five of these dimensions, with good performance for its spin-off potential.
In terms of valuation of content, demand data can be used to determine the dollar value contribution of a title, to any platform, in any region. Parrot Analytics’ content valuation system is based on demand data, which can be used to determine how much to spend on content and which titles to prioritize for acquisition and distribution. For example, using demand data can help executives assess the ROI that a specific title will bring to any given platform and estimate the cannibalization of audiences if a title is available on multiple services.
Moreover, demand data can inform decision-making around subscriber retention and acquisition. For instance, using demand data can help executives identify which titles to buy to keep their audience happy and grow their audience. Furthermore, demand data can be used to optimize a marketing campaign for a show, determine its release strategy and pricing.
In conclusion, as an entertainment executive, the use of demand data is essential for making informed content acquisition, distribution, and programming decisions. The demand analysis of “Scrubs” in Spain for March 2024 provided several insights into how demand data can be leveraged to inform decisions. This includes making informed decisions around investment, acquisition, and maximizing the ROI for a particular title and predicting its performance on platforms in specific regions.
Scrubs's travelability to Spain in the last 30 days is 21%, which means that the audience demand for Scrubs is 21% of the demand in its country of origin, United States. Click through to another market to discover how well Scrubs travels internationally.
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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 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 Scrubs, for example, can be assessed for a market e.g. Spain, which can then be benchmarked against genre averages (e.g. Medical Comedy), using our globally standardized Demand Expressions® metric.
This page has been renewed on April 22, 2024, 2:02 p.m. PST using television demand metrics from Parrot Analytics for Scrubs in Spain. We provide our partners with extensive entertainment industry know-how to help them drive better and more informed content sales strategies. Contact us today to find out more.