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, using demand data from Parrot Analytics can significantly help you in making more informed content and acquisition decisions. Let's take the example of "Modern Family", a TV series that ended its run in 2020 but continues to remain in high demand.
Content Valuation:
Using demand data, you can calculate the value of a specific title for any platform in any region. The dollar-value contribution of any title can be revealed using Parrot Analytics content valuation system. For instance, "Modern Family" achieved a peak rank of #66 in the United States. It moved up in rank by 6 spots during March 2024. Its audience demand was 28.2 times the average show in the United States over the last 30 days, indicating a high level of demand. Comparing its performance on a 1 year rolling basis vs the last 30 days revealed that "Modern Family" has increased in popularity and its demand spiked in late March 2024 in the United States.
Acquisition and Distribution Decisions:
Demand data also helps identify which type of content is in high demand and what type exhibits an opportunity to acquire or produce. "Modern Family" was outstanding in its demand across six dimensions: worldwide audience demand, travelability, longevity, momentum, franchisability, and reach. It outperformed the demand of the average TV show (1x) in all of its top global markets including the United States, the United Kingdom, China, Canada, Brazil, India, Netherlands, Germany, and France. Using this data, executives can make informed acquisition and distribution decisions to meet the content needs of their audience and maintain their demand.
Programming Decisions:
Demand data provides a valuable tool in helping executives make informed programming decisions. It can answer questions such as how well a show has held up since its premiere, what catalog content should be acquired to increase engagement and retain customers, which content can rely on its sustained demand, and requires less marketing spend. "Modern Family" maintained exceptional demand on a global level across all dimensions, indicating it would be a strong choice for programming decisions.
Marketing and Partnering Decisions:
Demand data can help executives optimize the marketing campaign of a show ahead of the premiere. Using affinity analysis, executives can identify the best talent, brands, and TV shows to partner with to expand its audience. The Pulse for "Modern Family" indicated impressive performance across different dimensions, including franchisability (spin-off potential) and reach; therefore, it would be attractive for marketing and partnering opportunities.
Content Development Decisions:
Demand data helps uncover under-monetized titles and new opportunity markets for content distribution. By examining the top 10 global markets where "Modern Family" is most in-demand, executives can select and develop IP into franchises or spin-offs. The exceptional demand for "Modern Family" across all its dimensions indicates that it would have great potential to be developed into a spin-off or franchise.
In conclusion, using demand data from Parrot Analytics, executives can make more informed content, acquisition, distribution, programming, marketing, partnering, and content development decisions. Demand data helps identify the most valuable content and provides insight into opportunities to optimize content investments. "Modern Family" is a great example of how demand data can help determine the value of a specific title and make strategic decisions regarding a show's future.
This is Modern Family'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 Modern Family travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular abc‘s Modern Family 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 abc 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 Modern Family, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Sitcom), using our globally standardized Demand Expressions® metric.
This page has been changed on April 22, 2024, 2 p.m. PST using global television demand datasets from Parrot Analytics for Modern Family in the United States. We provide our partners with valuable TV series expertise to help them drive better and more informed content advertising strategies. Contact us today to find out more.