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.
If you are a TV executive, "Murder In The Heartland" provides a useful example of how demand data can be harnessed to make informed content and acquisition decisions while also potentially informing content valuation.
One key way "Murder In The Heartland" can inform content valuation is through a content valuation system powered by global content demand such as that offered by Parrot Analytics. The system delivers an economic valuation of a title, accounting for the title's contribution to demand, for any platform in any region. Using this system, executives can predict the ROI a particular show will yield for their platform and determine the marginal revenue contribution unique to their platform and how it drives engagement across their catalog. Content valuation can also determine how much to spend on content, how much content is worth to another platform, and how much of a series' value is driven by the demand for one of its stars.
The data can also be used to drive decisions concerning acquisition, distribution, and programming. For instance, audience demand for "Murder In The Heartland" continues to increase in the US, with an uptick in interest even in late December. The show also outperforms the demand of the average TV show in each of the top 10 global markets, indicating a clear opportunity to capitalize on its success in other markets. Additionally, examining which other TV shows have similar viewers to "Murder In The Heartland" can help executives decide which shows to acquire or produce to supplement their content library.
The use of demand data for optimizing release strategies and pricing can also be beneficial. Although "Murder In The Heartland" has maintained consistent demand over time, there was a significant demand peak in late December that may indicate the optimal time for future releases. Additionally, with a global demand profile, executives can leverage the data across markets to optimize pricing and distribution strategies.
By analyzing the performance of "Murder In The Heartland" on a rolling year basis versus the last 30 days, executives can determine whether a show has increasing popularity. Demand data shows that the show's popularity spiked in the last 30 days, indicating that the show is currently in demand. TV executives can leverage this information to market the show accordingly and make strategic decisions concerning future content investments.
Demand data can also be applied to find new growth opportunities and test different concepts. For example, genre performance data can be used to map local white spaces and tailor content offerings accordingly. Similarly, talent or brand partnership decisions and franchise opportunities can also be informed by demand data as executives can quantify sustained interest in a show over time.
In summary, demand data can be used by TV executives to inform strategic content decisions concerning content valuation, acquisition, distribution, pricing, and programming. "Murder In The Heartland" provides a relevant case study by demonstrating how demand figures can be applied across markets and genres to inform this decision-making process.
This is Murder In The Heartland'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 Murder In The Heartland 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 investigation discovery 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 Murder In The Heartland, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. True Crime), using our globally standardized Demand Expressions® metric.
This page has been modified on April 22, 2024, 2:04 p.m. PST using global demand analytics from Parrot Analytics for Murder In The Heartland in the United States. We provide our partners with essential TV industry expertise to help them drive better and more informed content distribution strategies. Contact us today to find out more.
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