As a TV executive, you can use demand data to make more informed decisions on content valuation, acquisition, distribution, and programming. For instance, you can determine how much a show is worth, assess its ROI, view its trend, and determine its impact on your platform or network through your audience's taste clusters, as well as pre and post-premier performances.
Using Parrot Analytics' example of "Clique Dimanche" in January 2024 in Italy, we can apply various questions to illustrate how demand data can provide valuable insights for decision-making. Firstly, we can consider content valuation. Demand data can assist TV executives in answering several related questions, such as "how much is my series worth?" and "what is the baseline value of the title?" By analyzing audience demand for "Clique Dimanche," we observe a good level of audience demand and increased demand during January. However, the show's average demand has decreased over the past year, indicating a decline in popularity.
Additionally, we can view how demand data can identify the right acquisition and production opportunities by answering questions like "what type of content exhibits an opportunity to acquire or produce?" Through examining the top 10 global markets where "Clique Dimanche" is most in-demand, we can observe that this show is outperforming the average TV show in each of these markets. For example, France is the show's top-performing market globally, indicating that a spin-off or a franchise could benefit the show's production company. It is essential to select the right IP to develop into a franchise or spin-off in terms of franchisability.
Moreover, you can use audience demand to aid programming decisions by answering questions concerning supply and demand. For instance, you can identify which genre is the most popular in your local market, ensuring that you have the right content on deck to engage your audiences. By examining the peak and current global demand for "Clique Dimanche," we can also understand the show's momentum and longevity, which informs the programming decisions of its distribution platforms.
Finally, you can leverage demand data to make informed distribution decisions as demand informs the platform and network fit. By exploring the show's Parrot Pulse, which provides an independent measure of its global performance across six dimensions, we can compare its performance on a 1-year rolling basis with that of the last 30 days. We observe that the travelability of "Clique Dimanche" is weak, indicating that distribution decisions in other markets need to be approached with caution.
To summarize, Parrot Analytics demonstrates how demand data can elevate TV executives' decision-making processes across various areas such as content valuation, acquisition, distribution, and programming, and it can inform decisions relating to the show's momentum, longevity, and reach.
