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 in charge of making content decisions for your platform or network, there are a lot of factors to consider. By examining the detailed demand data for "Long Way Down" in the United Kingdom during March 2024, we can illustrate how using demand data can help with content valuation, acquisition, distribution, and programming decisions.
1. Content Valuation and Programming Decisions: One of the most important questions an executive needs to answer is how much to spend on a particular show and how it will perform. Parrot Analytics' content valuation system allows executives to estimate the ROI a specific title will bring for any given platform, and therefore, give you an idea of how much you should spend on particular shows/projects. For example, "Long Way Down" has demand that is 4.3 times the average show, which is "good." However, its demand has been decreasing. Therefore, an executive might question the content's longevity and whether it is worth investing more money into it or perhaps airing it less frequently, especially as it has "okay" franchisability and "okay" reach according to Parrot Pulse.
2. Acquisition and Distribution Decisions: When deciding which titles to acquire for your platform/network, audience demand data can be used to help you gauge the popularity of specific titles. In this case, "Long Way Down" has good demand in several countries, including the United States and India. This can help executives determine which shows will have the greatest potential audience and global appeal, and allocate funds accordingly.
3. Programming Decisions: Executives often have to make difficult programming decisions. For example, they may need to decide which titles to drop and which new ones to add, as well as determining where to place their marketing resources. Demand data such as that found for "Long Way Down" in the detective genre allows executives to judge which shows are gaining or falling in popularity, allowing them to make better programming decisions and increase engagement, and thereby being more valuable.
4. Subscriber Retention and Acquisition Decisions: Demand data can also help executives make decisions around subscriber retention and acquisition. For example, they can examine which titles fans of a current show are also watching, and similarly which titles current and prospective subscribers are most in-demand in different global markets. In the case of "Long Way Down", Parrot Analytics found that during March, audience demand for the show decreased by 7.0% in the United Kingdom. By figuring out why, an executive can determine what shows they need to air more or less frequently.
In summary, demand data provides a valuable insight into the popularity and appeal of specific shows. Parrot Analytics' content valuation system, Parrot Pulse, and audience demand data provide an extremely helpful toolset to evaluate, price, program, and distribute content properly. By leveraging this data, executives can make more informed decisions concerning which content to produce, acquire, distribute, or program that will engage audiences and support growth.
This is Long Way Down's home market and therefore its travelability is 100%; the travelability of a TV show's market of origin is always 100%. Click through to another market to discover how well Long Way Down travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular BBC Two‘s Long Way Down 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 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 Long Way Down, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Travel Documentary), using our globally standardized Demand Expressions® metric.
This page has been reconstructed on April 22, 2024, 2 p.m. PST using demand analytics from Parrot Analytics for Long Way Down in the United Kingdom. We provide our partners with comprehensive TV industry capabilities to help them drive better and more informed content partnership strategies. Contact us today to find out more.