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, it is important to make informed decisions about what content to create, acquire, distribute or program. Demand data provided by companies like Parrot Analytics can help with these decisions, especially when it comes to content valuation.
For example, let's consider the British detective drama "Midsomer Murders" and the demand data that was collected for the month of March 2024 in the United Kingdom. We see that this show has 16.7 times the audience demand of the average show in the United Kingdom over the last 30 days, indicating that it has outstanding demand and a high level of engagement from its audience. This data can help inform content valuation as we can use the demand data to determine the dollar value contribution of the show to any platform in any region.
Additionally, we can use demand data to understand audience behavior and preferences to inform acquisition and programming decisions. For example, we can see that fans of "Midsomer Murders" also enjoy shows like "Death In Paradise", "Law & Order: Special Victims Unit", and "Father Brown". This information can be used to acquire or program similar titles that may appeal to the same audience.
Demand data can also inform distribution decisions. Using the top 10 global markets where "Midsomer Murders" is most in-demand, we can see that the show outperforms the demand of the average TV show (1x) in each of these markets. This data can inform decisions around where to distribute the show or similar titles.
Furthermore, utilizing demand data can help executives assess audience engagement and apply this for subscriber acquisition or retention. For instance, we can see that audience demand for "Midsomer Murders" has been spectacular in the UK, its number one market. The show achieved outstanding audience demand of 13.1x in the United Kingdom, showing a significant level of audience engagement. This would help executives in retention efforts- keeping the title on their platform would be beneficial in keeping current UK subscribers engaged.
Demand data can also reveal trends and insights about a show's performance over a period of time. We see that "Midsomer Murders" has outstanding travelability, longevity, franchise spinoff potential (franchisability), momentum, and reach. These data points emphasize that there is potential in scaling the franchise and developing spin-offs or other related content. Furthermore, we see that while the show's demand has been decreasing, it recently experienced a significant demand spike and has been increasingly popular over the past 30 days. This data point can help inform decisions about when to release new seasons or marketing campaigns.
Overall, demand data can help entertainment executives make data-driven decisions about content valuation, acquisition, distribution, and programming. By using Parrot Analytics' demand data, executives can make informed decisions by having the knowledge of a show's audience behaviors and preferences, market trends, and insights about the show’s performance frequency and geographic screenability.
This is Midsomer Murders'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 Midsomer Murders travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular ITV‘s Midsomer Murders 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 ITV 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 Midsomer Murders, 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 revised on April 19, 2024, 2:02 p.m. PST using global demand data from Parrot Analytics for Midsomer Murders in the United Kingdom. We provide our partners with valuable media industry analyses to help them drive better and more informed content investment strategies. Contact us today to find out more.