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.
If you are an entertainment executive looking to make more informed programming, content valuation, distribution, or acquisition decisions, demand data is an essential resource for generating actionable insights. The analysis of "Police Squad!" for the month of February 2024 in the United Kingdom provides an excellent demonstration of how demand data can provide valuable guidance for strategic decision-making.
Content Valuation:
For content valuation, demand data can help answer many critical questions. For instance, the demand data for "Police Squad!" highlighted that its demand level was good, standing at 3.2 times the average show in the country over the last 30 days. This information shows that the IP has some market value and can be an excellent addition to other shows to build a content library.
Programming Decisions:
Demand data can also offer insights into how an audience is responding to a show over time. Specifically, for "Police Squad!" demand in the UK decreased by 59.1% in February, indicating that something happened that led to a decline in interest. By examining affinities, the data showed that those who enjoyed "Police Squad!" were also interested in titles such as "Rick and Morty" and "Mr. Robot". This information offers possible insights into the audience preferences and the direction for future programming decisions.
Distribution Decisions:
Demand data can also inform distribution decisions. The concept of travelability, which measures a show's international demand relative to its home market, can be highly valuable, especially when considering expanding to new markets. For "Police Squad!", the data revealed that the show had an okay travelability score. Nonetheless, the top market is the US, where the demand for the show is high. Thus, it may offer an opportunity to use the highly demanded show as part of the marketing strategy in the US, or it can be used as a way of teasing new global viewers for the show.
Acquisition Decisions:
Relying on demand data can offer meaningful insights into which shows might be worth acquiring, and which ones to prioritise. The data showed that "Police Squad!" had higher than average demand in its top ten global markets. Such data is vital in decisions about where to allocate resources for acquisition and distribution.
In conclusion, leveraging demand data when making content, programming, distribution, or acquisition decisions is becoming increasingly essential. For entertainment executives looking to remain competitive in the industry, understanding the value of content, how well audiences are responding to their programme, and how popular the services are in certain markets are all important facets of demand data. These insights help executives make more informed decisions in a highly competitive and ever-evolving industry.
Police Squad!'s travelability to the United Kingdom in the last 30 days is 60%, which means that the audience demand for Police Squad! is 60% of the demand in its country of origin, United States. Click through to another market to discover how well Police Squad! travels internationally.
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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 abc 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 Police Squad!, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Sitcom), using our globally standardized Demand Expressions® metric.
This page has been modified on March 28, 2024, 8 a.m. PST using television demand content from Parrot Analytics for Police Squad! in the United Kingdom. We provide our partners with extensive entertainment industry workflows to help them drive better and more informed content distribution strategies. Contact us today to find out more.