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, understanding audience demand is crucial to make informed decisions on content investment, distribution, programming, or acquisition. With Parrot Analytics' demand data, executives can access a wide range of insights to make informed strategic decisions. Let's use the example of "El Puntero" based on its March 2024 performance in Mexico to see how demand data can help entertainment executives.
Content Valuation:
Using demand data, executives can easily determine the value of content on any platform in any region. The Parrot Analytics content valuation system takes into account global content demand and supply. For "El Puntero," we can see that it has 2.2 times the audience demand of the average show in Mexico, indicating that it is a valuable show.
Programming Decisions:
Demand data can also help executives to finalize programming decisions. For example, "El Puntero" is a crime genre show, and it ranks at the 96.7th percentile in the crime genre in Mexico, which means it has higher demand than 96.7% of all crime titles in the country. This information provides executives with a useful insight on the kind of programming content that they should prioritize. Additionally, they can create programming packages based on genre preferences of their audience.
Distribution Decisions:
Global demand data helps executives choose where to distribute their content. In the case of "El Puntero," we can see that its top market is Mexico, where it has achieved good audience demand. The show has also outperformed the demand of the average TV show in each of its top 10 global markets.
Content Investment:
Using demand data can help executives determine how much to spend on content investment. The Parrot Analytics content valuation system can reveal the dollar value contribution of any title, to any platform, in any region. In the case of "El Puntero," demand data shows that it has recently experienced an increase in popularity and had a remarkable demand spike toward the end of March in Mexico.
Subscriber Acquisition and Retention:
Demand data can also help executives to decide on acquiring and programming titles that sustain subscriber acquisition and retention. Parrot Analytics demand data enables executives to calculate the ROI a particular title will bring for a given platform. Using "El Puntero" as an example, we can see that demand for the show has increased by 8.6% in Mexico in March, indicating that the show is driving engagement and sustaining audience retention.
In conclusion, demand data is a powerful tool that executives can use to make informed decisions about content investment, programming, distribution, acquisition, and subscriber acquisition and retention. Analysis of "El Puntero" demonstrated how demand data can provide insights across six dimensions - audience demand, travelability, longevity, momentum, franchisability, and reach. It can also provide context on global performance, peak performance, and popular markets of the title. Through a combination of these insights, executives can leverage demand data to make effective content strategies that drive success in today's competitive market.
El Puntero's travelability to Mexico in the last 30 days is 113%, which means that the audience demand for El Puntero is 113% of the demand in its country of origin, Argentina. Click through to another market to discover how well El Puntero travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Telefe‘s El Puntero 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 Mexico, 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 Telefe 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 El Puntero, for example, can be assessed for a market e.g. Mexico, which can then be benchmarked against genre averages (e.g. Life Story), using our globally standardized Demand Expressions® metric.
This page has been altered on April 22, 2024, 2:04 p.m. PST using global demand data from Parrot Analytics for El Puntero in Mexico. We provide our partners with valuable TV expertise to help them drive better and more informed content advertising strategies. Contact us today to find out more.