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, it is important to have access to valuable data and insights to make informed content, acquisition, distribution, and programming decisions. Using demand data, like that provided by Parrot Analytics, can be a powerful tool to help guide these decisions. Let's use "Burn Notice" as an example to show how this works.
Content Valuation: One of the main applications of using demand data is content valuation. By understanding how much demand a show like "Burn Notice" has in different regions of the world, an executive can determine how much it is worth in terms of licensing or acquisition costs. Parrot Analytics' content valuation system uses demand data to provide a dollar value contribution of any title, to any platform, in any region. The demand data for "Burn Notice" in the United States, for example, shows that it achieved 11.2 times the audience demand of the average show in the United States over the last 30 days, making it an outstanding performer.
Programming Decisions: An executive can use demand data to help make programming decisions for their platform or channel. For example, "Burn Notice" is a popular drama in the United States, ranking at the 97.4th percentile in the drama genre—it has higher demand than 97.4% of all drama TV shows. Additionally, it has a similar audience to other popular titles such as "The Blacklist", "The Mandalorian", and "White Collar". This information can be used to make decisions about what shows to air on a particular channel or platform.
Demand and Travelability: An executive can also use demand data to understand how a show is performing internationally. Parrot Analytics' travelability metric quantifies a show's international demand relative to its home market. In the case of "Burn Notice", while its worldwide audience demand across all platforms is good, its travelability is okay. However, the show's performance across all other dimensions, including longevity, momentum, franchisability, and reach, have been impressive.
Distribution and Acquisition Decisions: Demand data not only helps with content valuation, but also with making decisions about distribution and acquisition. By examining the top 10 global markets where "Burn Notice" has the most demand, executives can see which regions would be the best fit for distribution. In the case of "Burn Notice", it is most popular in the United States, the Netherlands, France, Germany, Romania, Australia, the United Kingdom, Switzerland, and Canada. With this information, an executive can decide which regions to focus on for distribution, or where to aim advertising efforts to increase the show's popularity.
Release Strategy and Pricing: By analyzing demand data for a show like "Burn Notice", an executive can make more informed decisions regarding release strategy and pricing. The demand for "Burn Notice" spiked late in March 2024, indicating that there is still a large audience for the show. Additionally, the audience has shown increased interest in recent months, with a 6.5% increase in demand compared to the rolling year average. These insights can help executives decide when to release new seasons of the show, and how much to price it.
In conclusion, as an entertainment executive, using demand data such as that provided by Parrot Analytics can help lead to more informed content, acquisition, distribution, and programming decisions. By understanding a show's demand, audience reach, travelability, longevity, momentum, franchisability, and peak demand, executives can make data-backed decisions that will help increase the success of their platform or channel.
This is Burn Notice'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 Burn Notice travels internationally.
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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 States, 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 usa network 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 Burn Notice, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Spy Action), using our globally standardized Demand Expressions® metric.
This page has been amended on April 18, 2024, 2 p.m. PST using global tv demand content analytics from Parrot Analytics for Burn Notice in the United States. We provide our partners with far-reaching TV series competencies to help them drive better and more informed content marketing strategies. Contact us today to find out more.