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 audience demand for a TV show can be beneficial in making content, acquisition and distribution decisions. For instance, the case of "Waterloo Road" in March 2024 in the United Kingdom highlights that demand data can be utilized for content valuation purposes as well. Below, we explore how demand data for "Waterloo Road" can aid TV executives make more informed decisions.
Firstly, demand data reveals whether a TV show is popular or not relative to the average TV show in specific markets. In the United Kingdom, for instance, "Waterloo Road" had audience demand of 13.2 times the average show, which means that as an executive, you can allocate resources, such as your budgetary needs, in line with the potential return on investment from specific TV shows. Audience demand also enables executives to value content objectively, even in cases where the show has few reviews or ratings. With "Waterloo Road," our demand-driven content valuation system can specifically reveal the dollar value the show brings to a platform. This could help executives make informed decisions about how much to spend on content acquisition.
Secondly, audience demand allows executives to measure the show's performance over time and make predictions for the future. The drop in rank of "Waterloo Road" by 158 spots in March 2024 indicates that demand for the show in the United Kingdom may not be as strong as it once was. As a result, content distributors or production companies should reduce or stop investing in the show or consider revamping the content to enhance its appeal to current and prospective audiences. By examining the top 10 global markets where "Waterloo Road" is in-demand, executives can devise strategies to target new global markets, bolster the overall international performance of the show, and maximize its global appeal for better monetization opportunities.
Thirdly, audience demand data provides executives with insight into their competition, the market value of a title, and potential opportunities to produce new content that meets the demand of audiences. For instance, executives can evaluate whether their show is cannibalizing viewers of other shows, or how it compares to its competitors. Knowing this information can guide executives in shaping their distribution and programming decisions.
Fourthly, data on audience taste clusters can be used to inform the production or acquisition of content that aligns with the preferences of their audience. In the case of "Waterloo Road," executives can learn about the preferences of viewers who enjoy romance content and, therefore, consider creating or investing in shows with a similar genre to ensure that the needs of these viewers are catered to.
Finally, data-driven content decisions can also inform marketing campaigns. By examining information on the Parrot Pulse report for "Waterloo Road," executives can determine the show's performance in six dimensions, two of which show that it can maintain audience demand over time and has good momentum. Therefore, content distributors can strategically market the show based on these attributes.
In summary, insights gathered from audience demand data, such as that of "Waterloo Road," can enable entertainment executives to make better decisions regarding content valuation and acquisition, content production, distribution, programming, and marketing by providing them with decontextualized customer insights that enable them to make more informed and accurate decisions that guide growth strategies.
This is Waterloo Road'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 Waterloo Road travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular BBC One‘s Waterloo Road is in any of the following selected markets. Need data for other markets? Find out more about DEMAND360LITE.
Over the last 7 days, people who watch Waterloo Road also watch:
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 Waterloo Road, for example, can be assessed for a market e.g. United Kingdom, which can then be benchmarked against genre averages (e.g. Romantic Drama), using our globally standardized Demand Expressions® metric.
This page has been reconstructed on April 22, 2024, 2:03 p.m. PST using global tv demand analytics from Parrot Analytics for Waterloo Road in the United Kingdom. We provide our partners with essential content expertise to help them drive better and more informed content marketing strategies. Contact us today to find out more.
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