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 are always on the lookout for the latest insights that can keep you ahead of the competition. One of the most critical aspects of strategic decision-making is understanding audience demand. With the help of Parrot Analytics' demand data, you can make more informed decisions about content valuation, acquisition, distribution, programming, and more. In this article, we will use the example of "Keeping Up With The Kardashians" to illustrate how demand data can inform an entertainment executive's decision-making process.
Content Valuation:
As a television executive, you need to know how to value your content and calculate the return on investment. Using audience demand data, Parrot Analytics offers a content valuation system that reveals the dollar value contribution of any title to any platform in any region. For instance, although "Keeping Up With The Kardashians" has seen a decrease in popularity over recent months in Italy, it's still 2.7 times more popular than the average show in the country. From the demand data on the show, you can assess its value and adjust pricing and distribution strategy in response, to maximize its ROI. Furthermore, you can evaluate the show's global performance across six dimensions: worldwide audience demand, travelability, longevity, momentum, franchisability, and reach.
Acquisitions:
Using demand data, you can assess the audience reception of a show's past performance and its potential future performance in a specific region. For example, if you are considering acquiring "Keeping Up With The Kardashians," you can look at its recent demand data in Italy and other European regions. The show has done well in Italy, with an audience demand that is 2.7 times higher than the average show, but this number has been decreasing over the last three months. Using this demand data, you can decide whether to acquire the show and how much to pay for it. Moreover, you can evaluate its franchisability potential, identifying spin-offs or other monetization opportunities for the show.
Programming:
With Parrot Analytics' demand data, you can make more informed programming decisions. For instance, if you're looking to attract and retain a certain demographic, you can examine the shows that are popular in that demographic, such as "Keeping Up With The Kardashians." You can also leverage the affinity analysis feature to identify the best brand and talent to partner with to expand your audience. You can also use the data to evaluate the shows' genre and popularity, making informed choices about which titles to produce or acquire.
Distribution:
Part of your position requires selecting which platforms and regions to distribute your content. Parrot Analytics' demand data includes information on the top ten global markets where "Keeping Up With The Kardashians" is in demand. By examining these markets, you can make more informed decisions about how to distribute your show while leveraging existing demand trends. For instance, "Keeping Up With The Kardashians" has very high demand in the United States, and the show also performed well in France. If you were to distribute the show in these regions, you can expect high demand and excellent ROI.
In conclusion, using Parrot Analytics' demand data provides a strategic advantage for entertainment executives. It can be used to evaluate content valuation, acquisition, programming, and distribution decisions. As illustrated by "Keeping Up With The Kardashians," demand data can empower you to make informed decisions about your content portfolio and capitalize on existing audience interests and trends.
Keeping Up With The Kardashians's travelability to Italy in the last 30 days is 11%, which means that the audience demand for Keeping Up With The Kardashians is 11% of the demand in its country of origin, United States. Click through to another market to discover how well Keeping Up With The Kardashians travels internationally.
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Acquire the best shows from partners such as e! to fortify your competitive position in Italy. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. Keeping Up With The Kardashians), including those that have not even been released. Leverage a return-focused selection criteria for title acquisition by incorporating country-specific trend and market demand factors.
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Our TV audience measurement dataset is truly global. Discover how popular e!‘s Keeping Up With The Kardashians 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 e! 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 Keeping Up With The Kardashians, for example, can be assessed for a market e.g. Italy, which can then be benchmarked against genre averages (e.g. Celebrity Reality), using our globally standardized Demand Expressions® metric.
This page has been changed on April 19, 2024, 2 p.m. PST using demand content analytics from Parrot Analytics for Keeping Up With The Kardashians in Italy. We provide our partners with smart TV series know-how to help them drive better and more informed content partnership strategies. Contact us today to find out more.