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 true value of your content comes from the demand it generates from viewers. In today's global and fiercely competitive media marketplace, the use of demand data is critical in making informed decisions about content investments. Analyzing the performance of content using demand data can help guide content valuation, acquisition, programming, and distribution decisions.
Using the case of "Breaking Bad" in South Africa, we can illustrate how the use of demand data can inform strategic content decision-making.
Content Valuation:
With 9.6 times the audience demand of the average show in South Africa over the last 30 days, and demand for "Breaking Bad" increasing recently, this show is worth significantly more than the average title. By using this data, media companies can estimate the value contribution of the show to any platform in any region to determine how much to spend on the show, unlocking the show's full economic potential.
Programming Decisions:
Media companies can use demand data to pay attention to how well content is performing, allowing them to identify when it is time to increase or reduce a show's prominence. For example, by knowing "Breaking Bad" has exceptional large audience demand in South Africa, media companies can make decisions on scheduling and linear airtime that satisfy their viewership.
Acquisition Decisions:
Content is expensive and time-consuming to produce. Demand data such as travelability, reach, and franchise potential can be used to identify new content to acquire. "Breaking Bad" has exceptional travelability, meaning that there is high potential for growth in demand for the show outside its home market. Utilizing this data, content managers can ascertain if the show will succeed beyond its initial market, making it a worthwhile acquisition.
Distribution Decisions:
Understanding the audience demand of a show can help distributors such as studios and content distributors, who want to ensure that they are delivering complementary content to different markets. For example, by knowing what other shows that fans of "Breaking Bad" also like, content distributors can better package and distribute shows to targeted audiences, hindering churn and increasing engagement. They can also use demand data to understand where to release a show for maximum impact and how to competitively price content.
Content Marketing Decisions:
The use of demand data can inform content marketing decisions, allowing marketers to optimize their budget and make data-driven content promotion choices. Executives and marketers can utilize Parrot Pulse, which is an independent measure of a show's global performance across six dimensions, to analyze the strengths and weaknesses of a show. The Parrot Pulse also provides insight into how well audience demand is maintained over time, which can offer new content promotion and an understanding of how a show is succeeding globally.
In conclusion, the value of demand data for entertainment executives cannot be overstated. By mining into the data, executives can search and discover unknown and untapped potential. From making content acquisition decisions and deciding what content to produce to evaluating pricing strategies and marketing content, utilizing demand data is at the cornerstone of informed decision-making in the entertainment industry.
Breaking Bad's travelability to South Africa in the last 30 days is 35%, which means that the audience demand for Breaking Bad is 35% of the demand in its country of origin, United States. Click through to another market to discover how well Breaking Bad travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular AMC‘s Breaking Bad 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 South Africa, 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 AMC 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 Breaking Bad, for example, can be assessed for a market e.g. South Africa, which can then be benchmarked against genre averages (e.g. Crime Drama), using our globally standardized Demand Expressions® metric.
This page has been renewed on April 17, 2024, 2 p.m. PST using tv demand data from Parrot Analytics for Breaking Bad in South Africa. We provide our partners with smart entertainment industry workflows to help them drive better and more informed content marketing strategies. Contact us today to find out more.