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, you can use demand data from a TV show like "In The Heat Of The Night" to make more informed decisions when it comes to content acquisition, distribution, programming, and even content valuation. Here are some of the ways demand data helps inform your decisions:
1. Content valuation: Parrot Analytics' content valuation system is based on demand data and reveals the dollar value contribution of any title, to any platform, in any region. Using demand data, you can estimate the baseline value and ROI of a specific title, its ability to drive subscriptions and mitigate churn, and even the value of exclusivity.
2. Programming decisions: By examining how "In The Heat Of The Night" performed on a 1-year rolling basis versus the last 30 days, you can see that the show has increased in popularity over time. This indicates that it might be a good investment for future programming decisions. Additionally, knowing that demand spiked in late March 2024 for the United Kingdom could inform when you may want to schedule a program in a certain region.
3. Content acquisition: You can use demand data to determine how much you should spend on content, and what type of content might be a good opportunity for acquisition. By examining the top 10 global markets where "In The Heat Of The Night" is most in-demand over the last 30 days, you might consider acquiring similar types of content that are popular in those markets.
4. Distribution decisions: knowing how well the show performs internationally (through "Travelability"), as well as the top markets for the show, can help inform distribution decisions across different regions.
5. Audience insights: You can use demand data to learn more about audience tastes and preferences. For example, we know that fans of "In The Heat Of The Night" also like similar crime and drama shows like "Justified: City Primeval" and "Billions". By identifying these taste clusters, you can make better decisions about what type of content to produce and acquire.
Using the specific example of "In The Heat Of The Night", we can also observe that the show has good demand relative to other titles in the United Kingdom, achieving 2.8 times the average demand for the country. We can see that demand for the show is increasing recently, and that it is outperforming the average show across a number of international markets. By examining global demand across our six dimensions (Parrot Pulse), we can also observe that the show has outstanding longevity, meaning that audience demand is maintained over time.
By using demand data to inform your content decisions, you can make more strategic and data-driven choices when it comes to content acquisition, programming decisions, and international distribution.
In The Heat Of The Night's travelability to the United Kingdom in the last 30 days is 45%, which means that the audience demand for In The Heat Of The Night is 45% of the demand in its country of origin, United States. Click through to another market to discover how well In The Heat Of The Night travels internationally.
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Acquire the best shows from partners such as NBC to fortify your competitive position in the United Kingdom. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. In The Heat Of The Night), including those that have not even been released. Leverage a return-focused selection criteria for title acquisition by incorporating country-specific trend and market demand factors.
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Our TV audience measurement dataset is truly global. Discover how popular NBC‘s In The Heat Of The Night 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 NBC 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 In The Heat Of The Night, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Crime Drama), using our globally standardized Demand Expressions® metric.
This page has been enhanced on April 22, 2024, 2:03 p.m. PST using demand analytics from Parrot Analytics for In The Heat Of The Night in the United Kingdom. We provide our partners with smart television industry expertise to help them drive better and more informed content partnership strategies. Contact us today to find out more.