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.
For entertainment executives working across the TV industry, demand data provides an objective measure of audience interest and can help drive strategic decision-making for content acquisition, distribution, or programming. The case of "La Nocturna" in March 2024 in Mexico is an excellent example of how executive teams can use insights from demand data to validate specific questions that can impact their business, such as content valuation or audience development.
Firstly, content valuation uses demand data to answer important questions such as how much a title is worth or what its value is in terms of acquisition or retention. Demand can reveal the dollar value contribution of any title, to any platform, in any region. In the case of "La Nocturna" in Mexico in March 2024, it achieved 2.3 times the audience demand of the average show in that country over the last 30 days, indicating a good level of demand. Furthermore, the show ranks at the 96.8th percentile in the drama genre, which means it has higher demand than 96.8% of all drama titles in Mexico. This kind of specific, data-driven audience measurement is essential for content valuation.
Secondly, demand enables the measurement of viewer interest in specific themes, topics, or genres, allowing executives to make informed decisions for acquisition, production, or promotion. For example, executives need to know what type of content is popular in their market or on a global scale. By comparing to the average demand, the case of "La Nocturna" in March 2024 in Mexico revealed that this show was outperforming the audience demand of the average TV show (1x) in every country where it was being watched. It was especially popular in Mexico, where it achieved good audience demand, and Colombia, where demand was okay. Knowing what genres and topics are resonating most can help TV executives to fine-tune their acquisition and commissioning strategies.
Thirdly, demand data can also identify trends and patterns in audience behavior. For instance, understanding which titles are driving engagement across a catalog is essential, as it enables TV executives to determine the marginal revenue contribution of a specific title and to assess its ability to drive subscriptions and mitigate churn. In the case of "La Nocturna" in March 2024 in Mexico, we saw that its demand had been increasing recently, reaching a demand peak ranking of #668 in Mexico. However, it dropped in its rank by 207 spots during that month. Furthermore, demand for the show decreased by 11.7% during the same month. By analyzing demand changes across time, TV executives can adapt their marketing campaigns and content offerings to maximize audience engagement.
Lastly, demand data can inform competitive benchmarking and strategic planning across regions or platforms. The case of "La Nocturna" in March 2024 in Mexico showed that its reach was poor, which means that it was not attracting a wide group of people. Knowing how a specific title fares against its competitors in a given market, especially in terms of its performance relative to the average, is crucial information for TV executives. Additionally, understanding what viewers in different regions are interested in and able to access can help TV executives to optimize their release strategy, pricing, and marketing campaigns.
In summary, demand data is a powerful tool for entertainment executives to make informed decisions about content valuation, acquisition, distribution, or programming. By examining a specific title like "La Nocturna" in March 2024 in Mexico, TV executives can gain insights into audience interest, preferences, and engagement behaviors. This enables them to make strategic decisions that benefit their business, such as understanding what type of content resonates with their audience, how specific titles perform relative to their competitors, and what kind of marketing, release, or pricing strategies are optimal.
La Nocturna's travelability to Mexico in the last 30 days is 120%, which means that the audience demand for La Nocturna is 120% of the demand in its country of origin, Colombia. Click through to another market to discover how well La Nocturna travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Caracol Televisión‘s La Nocturna 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 Caracol Televisión 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 La Nocturna, for example, can be assessed for a market e.g. Mexico, which can then be benchmarked against genre averages (e.g. Soap Opera), using our globally standardized Demand Expressions® metric.
This page has been modified on April 22, 2024, 2:02 p.m. PST using global tv demand analytics from Parrot Analytics for La Nocturna in Mexico. We provide our partners with far-reaching TV competencies to help them drive better and more informed content marketing strategies. Contact us today to find out more.