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 must make many decisions about the content you create, acquire or distribute. Demand data is a powerful tool to help with these decisions, and the following analysis of the TV series "Cold Case" will illustrate just that.
One key area where demand data is useful is content valuation. With Parrot Analytics' content valuation system, you can gain a better understanding of how much a show is worth, how much it can contribute to your platform, and how it's currently performing. Based on the demand data for "Cold Case", we can conclude that the show is worth investing in. Its recent spike in demand suggests that it's gaining popularity, while its high demand in the documentary genre implies that this show's content is resonating with audiences in Italy.
Demand data can also assist in programming decisions. Executives can use demand data to explore what genres and topics are popular in different countries, allowing them to deliver localized content that resonates with the audience in each market. In the case of "Cold Case", its high demand for the past 30 days in the United States suggests that the show could be considered for programming in that region, especially given its strong demand contribution to content libraries.
Distribution decisions can also be affected by demand data. The Parrot Pulse segment called "Travelability" can be a great starting point for understanding how a show can travel across borders. In the case of "Cold Case", although its travelability performance is only fair, it has done well in Italy. Executives can use this data to determine which region-specific streaming services they should target, what kind of programming and content they should offer, and which titles have the most potential for broad-scale distribution.
Lastly, demand data can help with acquisition decisions. Entertainment executives can use demand data to examine how successful specific titles have been on their competitors' platforms, and to determine the audience's affinity for specific brands or talents. In the case of "Cold Case", close competitors such as "Road To Avonlea" and "The Walking Dead" can be compared and evaluated through demand data, giving executives a better understanding of their audience's interests and how to create more engaging content.
In conclusion, demand data can help entertainment executives make informed content, acquisition, distribution, and programming decisions. The analysis of "Cold Case" in January 2024 in Italy provides numerous insights that demonstrate the power of demand data in the entertainment industry. Whether you're evaluating show worth, programming decisions, content distribution, or acquisition decisions, demand data can provide a significant level of insight that will support more informed strategic decisions.
Cold Case's travelability to Italy in the last 30 days is 13%, which means that the audience demand for Cold Case is 13% of the demand in its country of origin, United States. Click through to another market to discover how well Cold Case travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular CBS‘s Cold Case 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 Italy, 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 Cold Case, for example, can be assessed for a market e.g. Italy, which can then be benchmarked against genre averages (e.g. Procedural Drama), using our globally standardized Demand Expressions® metric.
This page has been reconstructed on March 28, 2024, 7:07 a.m. PST using television demand data from Parrot Analytics for Cold Case in Italy. We provide our partners with deep media industry analyses to help them drive better and more informed content advertising strategies. Contact us today to find out more.