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, you have access to a wealth of data insights that can help you make informed decisions concerning content valuation, acquisition, distribution, and programming. Using "The Unit" as an example, we can take a look at how demand data can be leveraged to inform your decision-making process.
1. Content Valuation:
Content valuation is based on audience demand data, which helps assess a TV series' worth to any platform in any region. Using Parrot Analytics' content valuation system, you can evaluate the dollar value contribution of any title to any platform. You can also find out how much of a series' value is being driven by specific factors such as one of its stars. With "The Unit," we find that the show has three times the audience demand of the average show in the United Kingdom over the last 30 days, indicating good demand.
2. Programming Decisions:
You can assess how a show is performing in a particular region using demand data. In the case of "The Unit," we find that demand has been increasing recently, with the series achieving a peak rank of #1101 in the United Kingdom during March. The show moved up in rank by 280 spots during the month, indicating it is becoming more popular. Furthermore, audience demand for the show has increased by 8.7% within the United Kingdom in March.
You can also use affinity analysis, based on demand data, to determine potential partnerships or talent choices that could help expand your audience for a particular show. For example, fans of "The Unit" are also interested in shows like "Billions" and "Deadliest Catch," which can help inform your programming strategy.
3. Acquisition Decisions:
Demand data can help inform acquisition decisions by helping you understand which shows are in demand in different regions. "The Unit" outperforms the demand of the average TV show in each of the top 10 global markets where it is most in-demand. This data can be useful in identifying trends and determining which shows to focus on acquiring.
4. Distribution Decisions:
You can also use demand data to inform distribution decisions. For instance, by examining the top 10 global markets where "The Unit" is most in-demand over the last 30 days, you can create a distribution strategy for the show. This can include targeting specific markets where the show has high demand.
5. Content Investment Decisions:
Finally, demand data can inform content investment decisions. By examining the peak demand for "The Unit" over the last 30 days compared to the rolling year average, you can see that the show is currently experiencing increased popularity. This can inform decisions on where to invest resources in the content you produce.
In conclusion, demand data is a powerful tool that can provide a wealth of insights to help entertainment executives make informed decisions about content valuation, acquisition, distribution, and programming. By using Parrot Analytics' content valuation system, executives can determine the dollar value of any title while also utilizing other data insights such as affinity analysis, regional demand, and show performance to inform their decision-making process.
The Unit's travelability to the United Kingdom in the last 30 days is 88%, which means that the audience demand for The Unit is 88% of the demand in its country of origin, United States. Click through to another market to discover how well The Unit travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular CBS‘s The Unit 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 CBS 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 Unit, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Action Drama), using our globally standardized Demand Expressions® metric.
This page has been changed on April 18, 2024, 2 p.m. PST using television demand datasets from Parrot Analytics for The Unit in the United Kingdom. We provide our partners with valuable television competencies to help them drive better and more informed content investment strategies. Contact us today to find out more.