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 a TV executive, you are always seeking the most effective ways to make informed content decisions based on reliable data and insights. By leveraging demand data, you can gain a competitive advantage and make the best decisions to increase audience engagement and revenues. Let's use the example of the TV show "Bull" in France to explain how demand data can be utilized to inform strategic decisions.
Firstly, demand data can be used to assess the value of content. Content valuation uses demand data to determine how much a TV series’ worth is being driven by demand for one of its stars. Parrot Analytics Content Valuation system calculates the economic valuation of TV series powered by global content demand. By examining the demand data for "Bull," we can see that the show has achieved good audience demand with 5.2 times the demand of the average show in France over the last 30 days. Therefore, "Bull" can be regarded as a valuable asset for any streaming platform or network to consider acquiring or licensing.
Secondly, demand enables content acquisition teams to value content by determining how much a show is worth to a platform. To calculate ROI, executives can use demand data to estimate the platform-specific marginal revenue contribution and assess a TV series' ability to drive subscriptions and mitigate churn. As per the demand data for "Bull," its demand has been increasing recently, indicating the show would attract new subscribers or retain current ones.
Thirdly, the demand data for "Bull" can provide insights into the optimal release strategy and pricing for the show. In this case, demand for "Bull" in France spiked in early March 2024, which could indicate that releasing new episodes or promoting the show in March might result in increased demand as the audience responded well at this time.
Fourthly, leveraging demand data's insights helps in competitive benchmarking to compare a TV series against other titles in the market. The demand data for "Bull" lists other popular TV shows that fans of "Bull" also like, such as "Chicago Fire" and "Riverdale." These shows could be assessed and considered when acquiring or producing new content to attract or retain the same audience.
Finally, demand data can inform decisions concerning distribution strategy. Marketers and executives could use demand data to map local whitespaces and determine the most popular genres in specific geographical areas. In the case of "Bull," its performance is evaluated in the top ten countries where it is in-demand, indicating the show's travelability potential for future licensing or sales opportunities.
In conclusion, leveraging Parrot Analytics demand data provides valuable insights that inform strategic content, programming, and distribution decisions. Demand data is a crucial resource for TV executives in making smart and informed decisions that will increase audience engagement, generate revenues, and outperform competition.
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Our TV audience measurement dataset is truly global. Discover how popular CBS‘s Bull 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 France, 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 CBS 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 Bull, for example, can be assessed for a market e.g. France, which can then be benchmarked against genre averages (e.g. Legal Drama), using our globally standardized Demand Expressions® metric.
This page has been enhanced on May 9, 2024, 11:15 p.m. PST using global tv demand analytics from Parrot Analytics for Bull in France. We provide our partners with smart media industry insight to help them drive better and more informed content advertising strategies. Contact us today to find out more.