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.
Demand data can significantly influence strategic decisions made by entertainment executives in several ways. In the case of "Unplugged," executives can use demand data to make informed content acquisition, valuation, and programming decisions. Firstly, it is essential to recognize that the demand for "Unplugged" in Spain over the last 30 days is 5.2 times the audience demand of the average show in Spain. This data is useful to any content distributor, programming director, or SVOD platform interested in licensing the show for Spanish audiences. The content's high demand status means that it has value and will be profitable to acquire. Television executives might use the demand data to estimate the dollar value contribution of the show to the licensing platform.
Secondly, television executives can make informed programming decisions using demand data. The demand for "Unplugged" has been decreasing slightly in the last 90 days, and demand in Spain dropped by 68.6% in March. This suggests that it could be losing its appeal to the Spanish audience and may no longer be a must-have title. As such, network execs and programming directors seeking to maximize audience satisfaction might find it useful to explore the show's current popular genres to retain or attract new subscribers.
Thirdly, executives interested in predicting the future success and travelability of the content can turn to the momentum dimension of the Parrot Pulse for "Unplugged." The demand spike in mid-March 2024 for Spain is an indicator that promotions or airing date happenings can influence trends in demand, and promotional campaigns can produce positive returns on marketing spend. Moreover, if a platform expands its reach globally and seeks to license content for multiple markets, the travelability insights offered by Parrot Analytics on "Unplugged" are critical. For example, the show's demand in Spain was 30% of the demand in the United States, meaning that it may lack the global reach to expand the platform's reach into non-English speaking countries.
Fourthly, executives evaluating licensing deals for the show can benefit from analyzing the demand data in different regions. For instance, the demand for "Unplugged" is outstanding in the United States, Germany, and Mexico. This detailed analysis of demand data can inform licensing negotiations, enabling executives to secure better deals that ensure profitability. Studying local demand data can also inform content creators to explore untapped markets where demand for specific genres is generally high.
Fifthly, demand data offers insights into a show's potential franchise or spin-off potential when evaluating different production options.
In conclusion, demand data provides a reliable measure of a show's popularity and appeal to specific audiences, enabling executives to make informed decisions related to content valuation, acquisition, distribution, and programming. Using the example of "Unplugged," entertainment executives can make better decisions through data-driven insights, setting them apart from those who rely on less sophisticated metrics to inform their decisions.
Unplugged's travelability to Spain in the last 30 days is 19%, which means that the audience demand for Unplugged is 19% of the demand in its country of origin, United States. Click through to another market to discover how well Unplugged travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular MTV‘s Unplugged 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 MTV 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 Unplugged, for example, can be assessed for a market e.g. Spain, which can then be benchmarked against genre averages (e.g. Music Variety), using our globally standardized Demand Expressions® metric.
This page has been modified on April 22, 2024, 2:02 p.m. PST using tv demand metrics from Parrot Analytics for Unplugged in Spain. We provide our partners with extensive content competencies to help them drive better and more informed content advertising strategies. Contact us today to find out more.