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 essential to understand how demand data can be used to make informed decisions in the industry. The case of "The Daily Show" in the United Kingdom in February 2024 provides a great example of how demand data can be used to make content valuation, acquisition, distribution, and programming decisions.
Demand data is a crucial tool for content valuation. By using demand data, you can determine how much your series is worth and how much its value is being driven by demand for its stars. In the case of "The Daily Show," its 19.2 times the audience demand of the average show in the United Kingdom in the last 30 days indicates that its demand is outstanding. This show's exceptional demand implies that it has high value in the market.
Moreover, demand data is useful in making acquisition and distribution decisions. By examining the top 10 global markets where "The Daily Show" is in-demand, executives can identify where the show has high appeal and focus on acquiring distribution deals in those markets. For instance, the show performed exceptionally well in the United States, ranking second in Canada and outstandingly in the United Kingdom, Netherlands, Germany, China, France, Switzerland, and Denmark.
Additionally, demand data can be used to make informed programming decisions. In this case, you can determine the show's genre's popularity and which areas it outperforms, as well as identifying other shows that viewers that enjoy "The Daily Show" also like. Understanding audience preferences and behavior implies that executives can program the show in the right time slots, alongside related content that can engage and retain viewers.
Finally, by leveraging momentum, demand data can help analyze the effectiveness of marketing campaigns, identify whether a show is part of a cultural zeitgeist, and measure its profitability over time. In the case of "The Daily Show," its momentum is exceptional, indicating that its pace of growth is robust and that it can lead to better revenue streams.
In conclusion, demand data is a powerful tool that can inform strategic decision-making for television executives in the industry. By utilizing its benefits in content valuation, acquisition, distribution, and programming, executives can make more informed decisions that lead to greater profitability and better engagement metrics. The case of "The Daily Show" in the United Kingdom is an excellent example of how executives can leverage demand data to make informed decisions in the industry.
The Daily Show's travelability to the United Kingdom in the last 30 days is 40%, which means that the audience demand for The Daily Show is 40% of the demand in its country of origin, United States. Click through to another market to discover how well The Daily Show travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Comedy Central‘s The Daily Show 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 Comedy Central 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 The Daily Show, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Late Night Talk Show), using our globally standardized Demand Expressions® metric.
This page has been modified on April 18, 2024, 2:03 p.m. PST using global television demand datasets from Parrot Analytics for The Daily Show in the United Kingdom. We provide our partners with extensive entertainment industry competencies to help them drive better and more informed content advertising strategies. Contact us today to find out more.