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, demand data obtained through audience measurement and tracking can help make more informed content decisions with a better understanding of what their audience wants. This is where Parrot Analytics comes in to provide answers to questions such as, what type(s) of content exhibit opportunity to acquire or produce? How can they determine how much to spend on content? Which titles should they buy if they want to grow their audience or retain their current audience?
Using the specific example of "Cops," a show that follows police officers patrolling streets in the United States, we can see how demand data can be used to make better programming decisions. One way to use demand data is for content valuation, which calculates a series or a library's value to a platform over time. Demand data can answer questions such as how valuable a title is, how it drives engagement across the rest of the catalog, and its ability to alleviate churn. For example, "Cops" holds an outstanding demand compared to the average show in the United States, making it a valuable asset for its creators or distributors.
Moreover, looking at "Cops" demand in various regions can help executives determine which platform to target for distribution and perhaps the best time and method for release. It is worth noting that audience demand measurements provided by Parrot Analytics are independent and unbiased, providing executives with a comprehensive analysis of their global performance across six dimensions: audience demand, travelability, longevity, momentum, franchisability, and reach.
In addition to understanding the show's relative performance, analyzing audience taste clusters can show what the targeted audience wants to see. Demand data can help discover preferred genres, actors, and even brands that can enable decisions on what content should be created or acquired.
Furthermore, demand data could be used to improve marketing campaigns ahead of the premiere of a show by identifying the most popular genres in the local market and targeting the show to the intended audience. This helps to ensure that the right demographic is reached, which will eventually increase viewership and consequently lead to the show's success.
Overall, using demand data helps manage financial risk, avoiding wasted time and resources. For example, in the case of "Cops," looking at the show's demand in specific regions where demand for the show is lower could create an opportunity to repurpose it for distribution elsewhere or create spin-offs for global consumption. By analyzing the demand data correctly, executives can identify opportunities that can benefit the content they own or are looking to invest in.
This is Cops'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 Cops travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Paramount Network‘s Cops 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 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 Paramount 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 Cops, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Crime Reality), using our globally standardized Demand Expressions® metric.
This page has been amended on March 28, 2024, 11:06 p.m. PST using global television demand data from Parrot Analytics for Cops in the United States. We provide our partners with valuable OTT competencies to help them drive better and more informed content advertising strategies. Contact us today to find out more.