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 a TV executive, demand data can provide you with valuable insights that can assist you in making better decisions regarding content valuation, programming, distribution, and acquisition. In this case, we can use the example of "American Chopper" in the United Kingdom to illustrate the potential of demand data analysis.
One way demand data can be used is to gauge market potential. The high demand of "American Chopper" in the United Kingdom with 2.1 times the audience demand of the average show during the last 30 days indicates that there is a receptive audience for the show. This level of demand means this show is an asset, being in 8.6% of all TV shows that have such high demand. If you are considering acquiring or distributing a show, demand data can be used to determine its market potential.
Demand data is also valuable when it comes to content valuation. By calculating the dollar value contributions of any title, content valuation offers an economic valuation system that is powered by global content demand and supply. You can apply this to individual series or an entire library; therefore, you can start unbundling the value of content on any streaming service.
Demand data can be used to identify shows that have longevity, indicating whether they have continued popularity over time. In this case, "American Chopper's" demand during February in the United Kingdom moved up by 385 spots, indicating that there was an increase in its popularity. This information can help TV executives to evaluate shows that may have good potential from a long-term perspective.
Demand data can also help to identify gaps in the market. This can be done by analyzing taste clusters, which reveal viewers' preferences for certain genres, themes, and topics. This type of data can be used to create new programming that resonates with viewers, ultimately strengthening brand equity.
Finally, demand data can be used to inform marketing campaigns. In the case of "American Chopper," we observed a spike in demand at the end of February, which could be related to the show's marketing campaigns and promotional efforts. Evaluating the effectiveness of these campaigns can help TV executives to optimize future campaigns, making sure they are reaching the right audience and converting that audience into viewers.
In short, demand data provides valuable insights for TV executives looking to make informed decisions regarding content valuation, distribution, acquisition, and programming. By analyzing the demand data for specific shows and using the insights gained, TV executives can build strategies that can help them to stay ahead of the competition, create programming that resonates with viewers, and ultimately, drive growth for their business.
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Our TV audience measurement dataset is truly global. Discover how popular Discovery Channel‘s American Chopper 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 Discovery Channel 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 American Chopper, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Documentary Reality), using our globally standardized Demand Expressions® metric.
This page has been changed on April 18, 2024, 2:02 p.m. PST using tv demand metrics from Parrot Analytics for American Chopper in the United Kingdom. We provide our partners with smart TV industry workflows to help them drive better and more informed content partnership strategies. Contact us today to find out more.