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 television executive, you always strive to make informed decisions when it comes to content acquisition, distribution, and programming. Demand data can be an indispensable tool in achieving this goal. Let's take a look at the example of "Running Man" in South Korea in October 2023 to see how demand data can help make more informed decisions.
One of the most critical challenges in strategic decision making for the television industry is estimating the value of content. How much is the show worth, and how much of its value is being driven by audience demand? By using Parrot Analytics' content valuation system based on demand data, the dollar value contribution of any title to any platform can be calculated. In the case of "Running Man" in South Korea, the show has impressive demand, 20.6 times greater than the average show over the last 30 days. This performance is exceptional, as only 2.7% of all TV shows generate this level of demand in the market. The outstanding demand performance is a critical parameter when considering the value of "Running Man" to the platform.
Another important application of demand data is in identifying content trends and informing decisions around content acquisition, distribution, and programming. Knowing what content is most popular in a particular market or globally can help executives make informed decisions on what content to acquire. The demand for "Running Man" increased by 16.3% in South Korea in October, indicating a growing trend. The show has higher demand than 100.0% of all comedy titles in South Korea, indicating that it is an excellent fit for any platform aimed at comedy-hungry viewership.
Demand analysis is also useful when it comes to evaluating audience preferences. Executives can use demand data from shows that have similar viewers as "Running Man" to identify other content that could be of interest to the viewership. These data points could serve as useful metrics when negotiating collaboration deals with other studios to acquire content that viewers of "Running Man" would enjoy. For example, shows like "The Late Show With Stephen Colbert," "Diners, Drive-Ins And Dives," and "Late Night With Seth Meyers" appeal to viewers of "Running Man," giving insights into what type of content to acquire that would attract similar viewers.
Finally, the Parrot Pulse provides global performance measurements across six dimensions: Audience Demand, Travelability, Longevity, Momentum, Franchisability, and Reach. These metrics can help television executives determine the international performance of "Running Man" and ascertain how it fares in comparison to other global shows. These dimensions could inform decisions around the marketing campaign of "Running Man" ahead of its premiere to ensure the show's success and maintain a high level of momentum.
In conclusion, demand data is an essential tool in making informed strategic decisions in the television industry, especially in analyzing the value of content, identifying content trends, evaluating audience preferences, and determining the global performance of your content. By analyzing the performance metrics of "Running Man" for South Korea in October 2023, we have shown how demand data can be used by various stakeholders in the industry to make better decisions.
This is Running Man (런닝맨)'s home market and therefore its travelability is 100%; the travelability of a TV show's market of origin is always 100%. Click through to another market to discover how well Running Man (런닝맨) travels internationally.
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Acquire the best shows from partners such as SBS to fortify your competitive position in South Korea. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. Running Man (런닝맨)), 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 SBS‘s Running Man (런닝맨) is in any of the following selected markets. Need data for other markets? Find out more about DEMAND360LITE.
Over the last 7 days, people who watch Running Man (런닝맨) also watch:
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 South Korea, 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 SBS 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 Running Man (런닝맨), for example, can be assessed for a market e.g. South Korea, which can then be benchmarked against genre averages (e.g. Game Show), using our globally standardized Demand Expressions® metric.
This page has been refreshed on April 22, 2024, 2:03 p.m. PST using television demand data from Parrot Analytics for Running Man (런닝맨) in South Korea. We provide our partners with far-reaching TV industry capabilities to help them drive better and more informed content licensing strategies. Contact us today to find out more.
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