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, it is always important to make informed decisions when creating or acquiring content, planning programming, or developing distribution strategies. Analyzing the audience demand is a powerful tool that helps in understanding how well a show is performing across different dimensions. By using the example of the popular British motor show "Top Gear" in Turkey, we will demonstrate how demand data can help you make better content and acquisition decisions.
Firstly, demand data facilitates content valuation by revealing the relative value of a title and how much revenue it can generate. By analyzing the demand for "Top Gear," we can assess the series' worth and its ability to drive subscriptions and mitigate churn for a service. Based on the Parrot Analytics content valuation system, the series has a good demand in Turkey with 2.6 times the audience demand of the average show over the last 30 days. The show's outstanding performance in six dimensions, including reach and travelability, make it valuable content for a platform. However, the decreasing demand of the show over the last 90 days suggests that its value might decline in the future.
Secondly, demand data enables us to expand our knowledge of audience preferences, enabling companies to make more informed decisions about their programming. Using the example of "Top Gear," we see that the show's fans in Turkey are also interested in genres, such as reality TV, crime, animation, and comedy. By identifying similarities in audience behavior and taste clusters, the management team can adjust their programming strategy accordingly to cater to their audience's expectations and preferences.
Thirdly, demand data assists in acquiring and distributing content. By examining the top 10 markets globally where "Top Gear" is most in-demand, we can see how well the audience in the different markets appreciates the series, making it an attractive show for potential buyers in those markets. Such information helps in identifying countries without much competition for a specific title or creating more effective distribution strategies for a show with high global demand.
Fourthly, demand data allows for strategic planning. With the spike in the demand for "Top Gear" late in March, content creators and distributors can adjust their marketing campaigns to maximize their exposure and connect with their audience through online streaming platforms, social media campaigns, and other promotional tactics. Moreover, the fracture of the demand supply of the show in the past year suggests that its popularity is questionable and requires attention, which calls for strategic planning for potential long-term contracts and risk analysis.
Lastly, demand data enables you to optimize pre-and post-release marketing efforts. By using the insights gained from the audience demand data, you can leverage the viewership by effectively promoting "Top Gear" before its premiere, extending its reach, and enhancing its brand awareness to generate more interest and make it a successful show at a global level.
In conclusion, demand data has significant benefits that executives in the entertainment industry can leverage to make informed decisions about content creation, acquisition, distribution, and programming. The case of "Top Gear" demonstrates how demand data can help companies to maximize their profits, expand their audience, and deliver high-quality content that resonates with viewers. With the right insights, companies can create the best content and develop business strategies that will ultimately drive the growth of their platform while keeping their target audiences happy.
Top Gear's travelability to Turkey in the last 30 days is 19%, which means that the audience demand for Top Gear is 19% of the demand in its country of origin, United Kingdom. Click through to another market to discover how well Top Gear travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular BBC Two‘s Top Gear 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 Turkey, 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 BBC Two 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 Top Gear, for example, can be assessed for a market e.g. Turkey, which can then be benchmarked against genre averages (e.g. Motoring Sports), using our globally standardized Demand Expressions® metric.
This page has been adjusted on April 22, 2024, 2 p.m. PST using global television demand datasets from Parrot Analytics for Top Gear in Turkey. We provide our partners with extensive television industry analyses to help them drive better and more informed content distribution strategies. Contact us today to find out more.