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, "The Half Hour" case study can offer multiple insights for content decisions, acquisition decisions, or distribution decisions. Demand data is crucial for determining the value of content and to inform better strategic decisions. Here is how demand data can help in this scenario:
1. Content Valuation: Parrot Analytics' content valuation system can use demand data to calculate the total dollar value of "The Half Hour" in the United States. The system can also reveal the dollar value contribution of the show to the Comedy Central platform and estimate the marginal revenue contribution of the individual episodes and the show as a whole.
2. Programming Decisions: The decline in audience demand for "The Half Hour" in February indicates that the linear broadcaster may need to review its programming choices. The data can inform decisions about programming scheduling, the length of the show, and whether additional marketing is needed to boost interest.
3. Acquisition Decisions: Entertainment executives can use the demand data to assess the international appeal of the show further. While the worldwide audience demand is good, the show's travelability is poor. Thus, entertainment executives may consider whether the international acquisitions are worth pursuing. Demand data can also help to identify the other shows that fans of "The Half Hour" enjoy, opening up opportunities for acquiring complementary content.
4. Distribution Decisions: Demand data can help to identify locations and markets where "The Half Hour" is most in-demand. Analysis shows that the United States is the show's number one market globally, so content distributors and OTT platforms can consider targeting this audience. Further analysis can help identify potential new markets, such as the show's second-ranking market, Mexico.
5. Strategic Decision-making: The genre percentile score of 95.2 suggests that "The Half Hour" is an essential show for Comedy Central. Executives can use demand data to assess which elements of the show fans enjoy the most and use it to inform the upcoming production decisions. The Parrot Pulse offers an independent measure of the show's performance across several metrics and can be used to make purchasing, commissioning, and marketing decisions.
In summary, demand data can help TV executives in programming, content valuation, distribution, acquisition, and strategic decision-making. Entertainment executives can leverage Parrot Analytics demand data to know the popularity of their show globally, assess its ability to drive subscriptions, mitigate churn, and provide the right content to connect with their target audiences.
This is The Half Hour'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 The Half Hour travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular Comedy Central‘s The Half Hour 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 Comedy Central 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 The Half Hour, for example, can be assessed for a market e.g. United States, which can then be benchmarked against genre averages (e.g. Stand-up Comedy), using our globally standardized Demand Expressions® metric.
This page has been altered on March 29, 2024, 4:36 a.m. PST using global tv demand metrics from Parrot Analytics for The Half Hour in the United States. We provide our partners with meaningful subscription-video-on-demand workflows to help them drive better and more informed content sales strategies. Contact us today to find out more.