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.
For television executives, understanding audience demand data is crucial in making informed content, acquisition, distribution, and programming decisions. In the case of "Supernatural" in South Africa in October 2023, the demand data provides an excellent basis for understanding the viewers' interest in the show. The demand for "Supernatural" is 12.0 times the audience demand of the average show in South Africa, which is noteworthy for an old show like "Supernatural."
When it comes to content valuation, demand data is crucial in understanding the show's value. The Parrot Analytics content valuation system is a relevant tool that can reveal the dollar value contribution of any title in any region. Using demand data as a basis for content valuation, television executives can calculate the title's ROI and assess the TV series's ability to drive subscriptions and mitigate churn. In "Supernatural"'s case, it is critical to understand the show's value in South Africa and compare it to its global performance across six dimensions.
Demand data can also help television executives to determine how much to spend on content and to discover the type(s) of content that exhibit an opportunity to acquire or produce. In the case of "Supernatural," comparing the show's performance on a rolling year basis, executives can identify changes in popularity. Television executives in South Africa, for instance, can evaluate the value of airing "Supernatural" based on the audience demand data, compare it to other available content, and determine whether it’s worth acquiring the show.
Another critical insight that demand data provides is about audience tastes and preferences. The data can tell you the most popular genres and shows in your local market and on a global scale. Also, the data identifies taste clusters, allowing a better understanding of the current audience. In "Supernatural"'s case, it was shown that this TV series outperformed the demand of the average TV show in each of the top 10 global markets. Therefore, the executive could infer that the show has broad appeal.
Finally, demand data helps executives in pre-release marketing and optimal release strategy and pricing. The information can help to optimize marketing campaigns ahead of a premiere and determine the best release strategy for the content. A significant drop in the show's rank during October 2023 could prompt television executives to conduct a targeted marketing campaign to regain lost ground.
In conclusion, understanding audience demand data is essential for making informed content, acquisition, distribution, and programming decisions. Using Parrot Analytics content valuation system, TV executives can derive the true value of their content based on audience demand data, enabling them to make informed decisions. "Supernatural" demonstrated its exceptional performance in South Africa, and TV executives could use this data to plan content acquisition, programming, and distribution strategies.
Supernatural's travelability to South Africa in the last 30 days is 61%, which means that the audience demand for Supernatural is 61% of the demand in its country of origin, Canada. Click through to another market to discover how well Supernatural travels internationally.
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Our TV audience measurement dataset is truly global. Discover how popular the cw‘s Supernatural 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 the cw 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 Supernatural, for example, can be assessed for a market e.g. South Africa, which can then be benchmarked against genre averages (e.g. Fantasy Drama), using our globally standardized Demand Expressions® metric.
This page has been changed on April 22, 2024, 2 p.m. PST using tv demand metrics from Parrot Analytics for Supernatural in South Africa. We provide our partners with comprehensive television analyses to help them drive better and more informed content partnership strategies. Contact us today to find out more.