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 are an entertainment executive looking to make better content, acquisition, distribution, or programming decisions, demand data can help you. Let's see how the analysis of "48 Hours" for the month of April 2024 in the United Kingdom can help with several strategic decisions:
1. Content Valuation: To understand how much a title is worth, how it's performing, and how it adds value to a platform, demand data is crucial. For instance, "48 Hours" has an outstanding audience demand of 14.9 times the title average over the last 30 days in the UK, which indicates its popularity and value. Additionally, the show's demand has been increasing recently. By leveraging Parrot Analytics content valuation system based on demand data, you can quantify how much a show contributes to a platform's revenue across all regions.
2. Acquisition Decisions: If you are considering purchasing or acquiring the rights to a show, demand data can help. For example, "48 Hours" has been increasing demand in the UK by 65.5% during April, and its demand is outstanding in various countries, including the US, Australia, and Canada. This indicates that the show could have a broad appeal, making it an attractive acquisition target.
3. Programming Decisions: To understand how a show ranks against other titles, what genres are most popular, and which titles align with your programming strategy, demand data can be a valuable resource. For instance, "48 Hours" ranks at the 98.7th percentile in the news genre in April, which shows its dominance in the news category. Additionally, the show's growing demand could mean that it aligns with your programming strategy.
4. Distribution Decisions: Understanding the geographical demand for a show can help you decide where to distribute it. For example, "48 Hours" has an outstanding demand in various countries, including New Zealand and South Africa. By leveraging this data, you can determine whether a show would be successful in different regions.
5. Franchise Development: You can use demand data to determine whether you can develop a franchise or spin-off for a show. If a show's franchisability is high, it could indicate that a spin-off or franchise could be successful. For "48 Hours," the franchisability is good, indicating a potential opportunity.
In conclusion, demand data analysis can help entertainment executives to make better content, acquisition, distribution, and programming decisions. The example of "48 Hours" in the UK shows how demand data can be used in content assessment, acquisition decisions, and programming strategies. Parrot Analytics' demand-driven insights can help executives gain actionable insights and make data-driven decisions, making it a valuable resource for the industry.
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Our TV audience measurement dataset is truly global. Discover how popular CBS‘s 48 Hours 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 the United Kingdom, 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 CBS 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 48 Hours, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. News Factual), using our globally standardized Demand Expressions® metric.
This page has been changed on April 22, 2024, 2:01 p.m. PST using global tv demand content analytics from Parrot Analytics for 48 Hours in the United Kingdom. We provide our partners with extensive OTT expertise to help them drive better and more informed content advertising strategies. Contact us today to find out more.