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, understanding audience demand data can help you make more informed content, acquisition, distribution, and programming decisions. Taking into account the example of "NCIS," Parrot Analytics’ demand data can help you assess the performance of your content and predict the future demand trends of your programming.
Content Valuation:
Parrot Analytics content valuation system is a valuable tool to assess the worth of a TV series and quantify its ROI for any given platform. This system is powered by global content demand and supply that provides dollar value contribution. Using the demand for "NCIS" in South Africa during October, with 10.5 times the audience demand of the average show, it can be inferred that the show is indeed a strategic asset in the region.
Global Performance:
Understanding the global performance of a TV series is key to determine its international potential and travelability. "NCIS" has outstanding worldwide audience demand across all platforms, and exceptional travelability, indicating that it has potential for global expansion. In South Africa, the show had demand 37% of the demand in the United States, its country of origin.
Performance Across Genres:
Parrot Analytics’ demand data also reveals the performance of a TV series across different genres. In October, "NCIS" had demand at the 99.6th percentile in the mystery genre, in South Africa. This implies that it has higher demand than most of the mystery titles in the region.
Comparing Performance Over Time:
Comparing the performance of "NCIS" on a 1 year rolling basis versus the last 30 days shows that while "NCIS" peaked at 16.8 times the title average over the year, it peaked at 11.4 times the average in the last 30 days, a 32.0% rise. This indicates that audience demand in South Africa has increased recently. Such a comparison can help executives determine the popularity of a TV series over the year while also providing insights into how recent trends may affect its performance.
International Markets:
Parrot Analytics’ demand data can provide insights into the top global markets where a TV series is in demand. In the case of "NCIS," the show is globally in demand, indicating its potential for international expansion. The United States is "NCIS"'s number one market globally, with travelability being exceptional. The show achieved 16.5x outstanding audience demand in the United States, while the United Kingdom ranked second with outstanding audience demand.
Audience Tastes:
Determining audience tastes is important for programming decisions. Parrot Analytics’ demand data can identify other shows that fans of "NCIS" like, which is essential for acquiring or producing similar titles that are likely to appeal to the same audience.
Content Marketing:
Parrot Analytics’ demand data enables executives to optimize their marketing campaigns ahead of premieres. For instance, it can uncover the best talent, brand or TV shows to partner with and expand the audience.
Using demand data can help you identify the gaps in the market or opportunities for growth, the performance of your content relative to the competition, and the potential value of your content to a specific platform or audience. With the help of Parrot Analytics, entertainment executives can take informed decisions that are based on demand data, resulting in higher audience engagement, retention and revenue.
NCIS's travelability to South Africa in the last 30 days is 43%, which means that the audience demand for NCIS is 43% of the demand in its country of origin, United States. Click through to another market to discover how well NCIS travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular CBS‘s NCIS 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 CBS 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 NCIS, for example, can be assessed for a market e.g. South Africa, which can then be benchmarked against genre averages (e.g. Procedural Drama), using our globally standardized Demand Expressions® metric.
This page has been updated on March 29, 2024, 4:40 a.m. PST using demand content analytics from Parrot Analytics for NCIS in South Africa. We provide our partners with deep SVOD capabilities to help them drive better and more informed content licensing strategies. Contact us today to find out more.