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, you can use demand data to inform your content acquisition and distribution decisions. Let's take a look at how demand data can help with content valuation, programming decisions, acquisition decisions, and distribution decisions, using the TV series "Mad Men" as an example.
Content Valuation:
Using demand data, you can assess the value of a TV series. Demand is an economic indicator of popularity, and assessing a show's demand can give you an idea of its commercial potential. For example, "Mad Men" has been performing well in India, with a 4.6 times higher demand than the average show in India over the last 30 days. You can use this information to help calculate the dollar value contribution of the show to your platform in India and other markets.
Programming Decisions:
Demand data can help you optimize your programming decisions. By looking at trends in demand over time, you can identify spikes in audience interest and adjust your programming schedule accordingly. For example, "Mad Men" has shown a spike in demand in late February 2024 in India. Knowing this, you could consider rerunning select episodes or running a marathon around that time.
Acquisition Decisions:
When acquiring a show, you want to ensure that it will perform well and add value to your platform. Demand data can help you assess a TV series' ability to drive subscriptions and mitigate churn. Looking at "Mad Men", we can see that it has spillover potential, as fans of the show also like other popular shows like "True Detective", "Fargo", and "Yellowstone". You can use this information to assess the show's potential impact on your platform's subscriber base.
Distribution Decisions:
When considering content distribution, it's important to understand where a show performs best. By looking at demand data in various markets, you can inform your distribution decisions. For "Mad Men", we see that India is performing relatively well compared to other markets, with 27% of the US audience demand. With this information, you can consider investing in marketing spend and distribution efforts in India to maximize returns.
In conclusion, understanding demand data is crucial for entertainment executives looking to make informed content decisions. From content valuation to programming, acquisition and distribution decisions, demand data provides a valuable economic indicator of popularity that can help inform your strategy. By analyzing demand data for shows like "Mad Men", executives can make data-driven decisions to maximize commercial success.
Mad Men's travelability to India in the last 30 days is 23%, which means that the audience demand for Mad Men is 23% of the demand in its country of origin, United States. Click through to another market to discover how well Mad Men travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular AMC‘s Mad Men 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 India, 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 AMC 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 Mad Men, for example, can be assessed for a market e.g. India, which can then be benchmarked against genre averages (e.g. Period Drama), using our globally standardized Demand Expressions® metric.
This page has been recreated on March 28, 2024, 3:02 p.m. PST using demand analytics from Parrot Analytics for Mad Men in India. We provide our partners with deep entertainment industry know-how to help them drive better and more informed content sales strategies. Contact us today to find out more.