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.
Entertainment executives today must make difficult decisions about the content they produce, acquire or distribute. Informed strategic decision-making requires access to data and tools that can help provide insights into audience trends, preferences, and demands, and Parrot Analytics has a content valuation system that can provide these insights.
For example, looking at the analysis of "Nighty Night" for the month of March 2024 in the United Kingdom, we can see how audience demand data can be used to make informed content acquisition decisions.
Question #1: How can you determine how much to spend on content?
Content valuation uses demand data to answer questions like "how much is my series worth?" and "what is the baseline value of a title?" Parrot Analytics' content valuation system reveals the dollar value contribution of any title, to any platform, in any region. By analyzing the demand for a show like "Nighty Night," entertainment executives can determine the appropriate licensing fee for this title, based on its value and contribution to its platform.
Question #2: What are the most popular genres in my local market?
By further analyzing the demand of "Nighty Night" in the United Kingdom, executives can determine the types of content that are popular in this market. For example, we see that "Nighty Night" ranks at the 91.6th percentile of the drama genre in March, meaning it has higher demand than 91.6% of all drama titles. This information can help inform decisions on the types of content to produce or acquire in this market.
Question #3: What type(s) of content exhibit opportunity to acquire or produce?
By examining the audience's preferences, as shown in the list of shows that "Nighty Night" fans also liked, executives can determine what type of content they should acquire or produce. This list shows that fans of "Nighty Night" also enjoy comedies, crime dramas, and science-fiction/fantasy series, which can inform executives on what types of content they should pursue.
Question #4: How did my pre or post-premiere compare against other shows?
Momentum, which measures the pace of growth, is a crucial dimension for assessing the performance of a TV show. For "Nighty Night," the momentum is identified as okay, meaning its pace of growth is average. This information is essential for executives during pre or post-premiere marketing to understand a show's performance against other shows and determine where to concentrate their marketing efforts.
Question #5: What is the best release strategy for my content?
Reach, which measures the number of people expressing demand for a show, can help executives determine the best release strategy for a show like "Nighty Night." The show's reach is identified as poor, meaning that it has a dedicated but small fandom. Executives can leverage this information to develop a targeted release strategy that focuses on the devoted fan base while also expanding the reach of the show to a wider audience.
In conclusion, analyzing the audience demand data for a TV show like "Nighty Night" provides valuable insights into what content acquisition, production, or distribution strategies would prove most effective. By examining Parrot Analytics' six dimensions of audience demand (worldwide audience demand, travelability, longevity, momentum, franchisability, and reach), executives can gain a comprehensive understanding of how a TV series will perform in the market. Through addressing the various questions that arise with the help of demand data, executives can make more informed strategic decisions.
This is Nighty Night'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 Nighty Night travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular BBC Three‘s Nighty 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 BBC Three 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 Nighty Night, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Dark Comedy), using our globally standardized Demand Expressions® metric.
This page has been refreshed on April 19, 2024, 2 p.m. PST using global tv demand data from Parrot Analytics for Nighty Night in the United Kingdom. We provide our partners with far-reaching TV know-how to help them drive better and more informed content marketing strategies. Contact us today to find out more.