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, you can make informed content decisions by leveraging audience demand data. For instance, let's consider Wentworth, a drama series set in a women's prison that follows the story of a former wife and mother's rise to power as a top dog in prison. Here's how demand data can inform your decision-making process:
1. Content valuation: Leverage demand data to calculate the value of a specific title that screens on your platform, region, and relevant parameters to estimate cannibalization of audiences and assess the value of exclusivity.
2. Supply and demand: Demand data can inform you about what is popular in the given market(s). For instance, similar shows that audience members tend to watch can be identified and assessed by looking at patterns in demand.
3. Performance assessment: Determine the success of the show by examining the demand data for the last 30 days vs. a rolling year basis. Wentworth has seen a decline in demand for the last 30 days while it has increased in the last year, indicating a possible need for content adjustment.
4. Travelability and international reach: Use demand data to determine whether your show has the international reach needed to attract audiences to other regions. Based on Wentworth's demand data, the show has good demand in the United Kingdom and is performing comparably in other regions globally.
5. Marketing strategy: Demand data can inform the pre-release marketing decisions, determine promotions, and anticipate audiences' response before the release. For instance, for Wentworth, demand spiked in mid-February, so you could plan marketing activities to benefit from this increase.
6. Competitor analysis: Compare your content against competing titles available on the market to determine how Wentworth is performing against other shows in the same genre.
Overall, Wentworth had 2.4 times the audience demand of the average show in the United Kingdom in the last 30 days. However, the demand has been decreasing recently, indicating that you may need to re-evaluate the content strategy to retain a consistent audience for long-term success. Additionally, the demand has been high in other regions as well, which can inform your acquisition and distribution decisions.
Wentworth's travelability to the United Kingdom in the last 30 days is 30%, which means that the audience demand for Wentworth is 30% of the demand in its country of origin, Australia. Click through to another market to discover how well Wentworth travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Fox Showcase‘s Wentworth 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 Fox Showcase 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 Wentworth, 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 reconstructed on March 28, 2024, 1:12 a.m. PST using global television demand data from Parrot Analytics for Wentworth in the United Kingdom. We provide our partners with essential TV series competencies to help them drive better and more informed content advertising strategies. Contact us today to find out more.