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.
If you're an entertainment executive trying to make better decisions about which TV shows to produce, acquire or distribute, then demand data can be an invaluable tool. Let's use the Brazilian reality show, "Exathlon Brasil" as an example of how to use demand data to inform our decision-making process.
First, let's evaluate the current demand performance of "Exathlon Brasil" in Mexico for the month of January 2024. We know that "Exathlon Brasil" has 2.2 times the audience demand of the average show in Mexico in the last 30 days. This level of demand is good, and only 8.6% of all TV shows have this level of demand. This information alone is valuable in assessing the content value of "Exathlon Brasil" in Mexico. By comparing the current performance with the demand over the last 90 days, we can determine how well the show is currently doing. In this case, the demand has been increasing. We could further use demand data to compare the show's performance across various genres, studios, or regions.
Additionally, we can use demand data to assess the show's performance on a global scale. We know that the show performed well in Romania and achieved good audience demand in Brazil. This information can be leveraged by the TV network to assess the show's potential in other markets and evaluate if it's worth acquiring the distribution rights in those regions. As the travelability of the show is low, and therefore, it may require extra promotional support to succeed in international markets.
Demand data helps identify the popularity of the show's themes in different regions and assess how well a show could do if it were localized for different markets. It can also be used to discover untapped markets for content and identify trends in different regions.
Demand data is also useful in making programming decisions when it comes to planning the release strategy for a particular show. By examining the demand peak calendar for "Exathlon Brasil," we found that demand spiked in mid-January. Armed with this information, a network executive could make program scheduling decisions to maximize the show’s viewership.
We also evaluated "Exathlon Brasil's" momentum, longevity, reach, franchisability. The show's momentum is okay, which shows that it still has the potential to grow. However, the longevity of the show is poor, indicating that the show's demand is not maintained over time. If you're a network executive, this information would be helpful if you're considering renewing a show for an additional season.
Lastly, we also used the demand data to gain insights into the show's performance on a 1-year rolling basis. We found that despite having an average demand on a rolling year basis, the show's popularity has increased significantly in the last 30 days. This could be indicative of a show that has started to gain momentum.
In conclusion, demand data is valuable for making informed decisions about content valuation, acquisition, distribution, and programming decisions. As shown by the example of "Exathlon Brasil," it can offer insights into the popularity of a show across different markets, themes, and genres and provide useful information to executives who are trying to make better-informed content decisions.
Exathlon Brasil's travelability to Mexico in the last 30 days is 83%, which means that the audience demand for Exathlon Brasil is 83% of the demand in its country of origin, Brazil. Click through to another market to discover how well Exathlon Brasil travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Network Bandeirantes‘s Exathlon Brasil 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 Network Bandeirantes 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 Exathlon Brasil, for example, can be assessed for a market e.g. Mexico, which can then be benchmarked against genre averages (e.g. Competition Reality), using our globally standardized Demand Expressions® metric.
This page has been updated on April 19, 2024, 2:01 p.m. PST using demand content analytics from Parrot Analytics for Exathlon Brasil in Mexico. We provide our partners with valuable OTT competencies to help them drive better and more informed content distribution strategies. Contact us today to find out more.