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 television executive, there are various ways to leverage demand data to make critical content decisions that ultimately drive audience engagement, increase retention, and maximize revenue. Taking the example of "Ice Road Truckers" during the month of March 2024, we can explore how demand data can inform important business decisions.
Firstly, content valuation can be determined using demand data. Parrot Analytics content valuation system uses demand data to provide a dollar value of any title, to any platform, in any region. TV executives can leverage this to make more informed acquisition and distribution decisions by understanding the dollar value contribution of any title to their platform. For instance, the demand data for "Ice Road Truckers" in the United States indicates good performance, making it an attractive acquisition target for platforms looking for titles with high demand and revenue generation potential.
Secondly, comparing current and historical data, and cross-referencing with content metadata, can reveal useful insights for TV executives. For example, the peak rank for "Ice Road Truckers" decreased by 545 spots during March in the United States, and the demand decreased by 36.4%. This suggests a possible loss of interest and a need to pivot the programming strategy for the show, either by refreshing the content or changing the distribution and marketing campaign. Also, exploring the metadata such as the genre affinity for popular shows among "Ice Road Trucker" fans provides an opportunity to consider producing similar content that caters to the same niche.
Thirdly, analyzing the demand data to determine the audience's taste clusters and creating an optimal release strategy could help maximize viewer engagement and retention. Examining the top ten global markets where "Ice Road Truckers" is most in-demand indicates that the show performs beyond average in all markets, making it an attractive 'travelability' title. However, understanding regional preferences, and adjusting the release strategy to take into account the regional launch window, could lead to increased retention and engagement in those regions.
In conclusion, analyzing demand data provides valuable insights for TV executives, giving them the information to make more informed decisions. TV executives can use demand data to value content, make acquisition, programming and distribution decisions, inform marketing and produce content that caters to the audience's taste clusters. Ultimately, identifying and capitalizing on popular shows like "Ice Road Truckers" can lead to increased revenue and platform performance.
This is Ice Road Truckers'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 Ice Road Truckers travels internationally.
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Acquire the best shows from partners such as history to fortify your competitive position in the United States. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. Ice Road Truckers), including those that have not even been released. Leverage a return-focused selection criteria for title acquisition by incorporating country-specific trend and market demand factors.
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Our TV audience measurement dataset is truly global. Discover how popular history‘s Ice Road Truckers 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 history 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 Ice Road Truckers, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Adventure Reality), using our globally standardized Demand Expressions® metric.
This page has been revised on April 22, 2024, 2:04 p.m. PST using tv demand metrics from Parrot Analytics for Ice Road Truckers in the United States. We provide our partners with extensive television know-how to help them drive better and more informed content investment strategies. Contact us today to find out more.