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 looking to make better content, acquisition, distribution and programming decisions, demand data is essential. With Parrot Analytics' content valuation system, it is easier to determine the dollar value contribution of any title to any platform and in any region. Using the example of "Andrew Marr's History Of The World," let's explore how demand data can help executives make more informed content decisions.
First, by looking at the show's overall demand metrics, we can see that "Andrew Marr's History Of The World" has a demand of 2.0 times the average show in the United Kingdom over the last 30 days. This is an excellent performance, with only 8.6% of all TV shows performing at this level. By also comparing demand over a rolling year, it is clear that the show has gained popularity over time. This information could be used by a TV network to gauge how much to spend on content and determine the baseline value of a title.
In addition, by examining regional demand data, we can see that "Andrew Marr's History Of The World" achieved good audience demand of 1.7x in the United Kingdom, the show's number one global market. This information is particularly useful for a content distributor looking to monetize their content globally. It helps to target specific regions for distribution based on a show's demand with Travelability measuring the proportion of demand coming from international rather than domestic regions.
Furthermore, we can see that audience demand for the show has increased in the United Kingdom by 12.0% in April 2024. By assessing its popularity and propensity to drive subscriptions and mitigate churn, a TV production company or talent agency can identify trends and potential opportunities for the future.
Additionally, the dimensions of the Parrot Pulse can provide valuable insights into the performance of the show. For example, with a poor score for travelability and franchisability, the TV production company could use this information to rebrand or adjust the concept or format. By examining the similar shows watched by fans, a studio could make data-driven decisions about content acquisition and development.
Demand data also enables companies to answer questions such as: What type(s) of content exhibit opportunities to acquire or produce? What can we learn about our current audience? Which titles should we buy if we want to keep or grow our audience? It can even help to map local whitespaces and inform an optimal release strategy and pricing.
In summary, by using demand data, such as that provided by Parrot Analytics, entertainment executives can make more informed decisions about content valuation, programming, distribution, and acquisition. The data shows them how much a show is worth, what type of content is popular in which markets, how to best release content, target specific audiences, and what modifications might be made to a show to increase its demand in specific categories.
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Our TV audience measurement dataset is truly global. Discover how popular BBC One‘s Andrew Marr's History Of The World 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 BBC One 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 Andrew Marr's History Of The World, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Historical Documentary), using our globally standardized Demand Expressions® metric.
This page has been refreshed on April 22, 2024, 2:01 p.m. PST using demand metrics from Parrot Analytics for Andrew Marr's History Of The World in the United Kingdom. We provide our partners with extensive TV series capabilities to help them drive better and more informed content advertising strategies. Contact us today to find out more.