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, understanding demand data can help you make more informed decisions when it comes to content acquisition, distribution, and programming. Using "Top Gear" as an example, we can see how demand data can be used to help make strategic decisions.
One important application of demand data is content valuation. By quantifying the audience demand of any title in any given region, the economic value of a particular title can be determined. In the case of "Top Gear", the show has a demand 24.6 times the audience average over the past 30 days in the United Kingdom. This exceptional demand is important information for anyone valuing the content of the show, allowing them to understand how much it is worth in economic terms.
Demand data can also be used to understand audience preferences and to prepare for future content investment. Analysis of "Top Gear" data shows that the show has international appeal, with a high travelability ranking, and maintained audience appeal over time, attaining a high longevity ranking. This information is vital in presenting strategic options for viewership expansion globally.
Another key application of demand data is in programming planning. It can help in making decisions about content that will attract new audiences and retain existing subscribers. For example, by mapping the local white spaces and understanding audience taste clustering, network executives can determine the best type of content that will resonate with the local audience. In the case of "Top Gear", the analysis showed that fans of the show also like "Top Gear Australia", "Deadliest Catch", "Silicon Valley", "The Grand Tour", "Letterkenny", "Anthony Bourdain: No Reservations", "M*A*S*H", "Bluey" and "Welcome To Wrexham". This information may be used to guide content acquisition or development efforts that complement or compete with these other titles.
Additionally, by determining the reach (the number of viewers expressing demand for a show), executives may plan an optimal release strategy and pricing strategy for shows. For example, shows with only dedicated, small fans that are less likely to appeal to a wide group of viewers can be priced accordingly. In contrast, titles that attract new subscribers to a streaming platform can be priced higher.
Finally, demand data can provide valuable insights for subscriber acquisition and retention efforts. By examining audience demand patterns for "Top Gear", executives can determine which titles to acquire for growth and use the insights to plan the marketing campaigns around the show to maximize its impact.
In conclusion, demand data offers a powerful tool for entertainment executives to make informed content decisions. It can help guide content valuation, map the local white spaces, inform acquisition decisions, fine-tune programming decisions, and help guide marketing strategies to attract and retain subscribers. By using Parrot Analytics' extensive dataset to make smart decisions, executives can effectively manage assets, allocate resources, and maximize revenue.
This is Top Gear'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 Top Gear travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular BBC Two‘s Top Gear 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 Two 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 Top Gear, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Motoring Sports), using our globally standardized Demand Expressions® metric.
This page has been renewed on Sept. 11, 2023, 9:52 p.m. PST using television demand analytics from Parrot Analytics for Top Gear in the United Kingdom. We provide our partners with deep OTT expertise to help them drive better and more informed content investment strategies. Contact us today to find out more.