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 a TV executive, demand data can provide insights that will help make informed decisions about content acquisition, distribution, and programming. For instance, let's look at "The Missing," a UK TV show that had good audience demand, with 2.2 times the average demand of other TV shows in the UK over the last 30 days, and ranked #1192 in the UK market during the same period.
Content Valuation: Parrot Analytics can provide a content valuation system that reveals the dollar value contribution of any title to any platform in any region. By using demand data, a TV executive can calculate the ROI of any TV show, making it easier to determine how much to invest in content acquisition.
Programming Acquisition: By comparing the performance of a TV show on a rolling year basis vs. the last 30 days, TV executives can identify trends and determine if a particular show's popularity is on the rise. With "The Missing," for example, its peak demand was 3.7 times the average over the course of an entire year, but it peaked at 3.6 times the average during the last 30 days, which indicates that it has maintained its popularity, or perhaps even slightly increased it.
Distribution: "The Missing" has been very popular in the UK market since it is its number one market globally, with an audience demand of 1.1x. The show also outperformed the demand of the average TV show (1x) in the Netherlands and several other countries where it is showing, such as Sweden, the United States, Australia, Germany, India, Canada, and Ukraine. Therefore, the distribution strategy for this TV show should focus on these regions where it has generated demand in previous years.
Programming: TV executives can use demand data to stay informed about the performance of their TV shows concerning audience engagement and retention. For example, TV executives can determine new opportunity markets for content distribution, assess a TV programme's ability to drive subscriptions and mitigate churn, and estimate the cannibalisation of audiences when a particular title is available on different services. Additionally, executives can decide if a particular title should be part of their strategic assets, especially when it has a high demand relative to other TV titles.
Momentum: TV executives can track "The Missing"'s momentum, which is the pace of growth. For "The Missing," the momentum is okay, which means that it is maintaining its audience demand at a stable rate.
Global audience insights: By examining the top 10 global markets where "The Missing" is most in-demand over the last 30 days, we can identify that this TV series outperforms the demand of the average TV show in each of these markets. Executives can use this information to identify regions for opportunities in global content expansion.
In summary, Parrot Analytics provides demand data that is relevant for making informed decisions about content acquisition, distribution, and programming. "The Missing" TV show offers an example of how demand data can be used to make optimal decisions, and executives can use these insights in managing their TV content portfolios to stay competitive.
This is The Missing'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 The Missing travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular BBC One‘s The Missing 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 One 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 Missing, 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 recreated on March 28, 2024, 12:43 a.m. PST using television demand analytics from Parrot Analytics for The Missing in the United Kingdom. We provide our partners with comprehensive TV analyses to help them drive better and more informed content licensing strategies. Contact us today to find out more.