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 a television executive, it is important to make informed decisions about content acquisition, distribution, and programming. Demand data can provide valuable insights into audience engagement and help executives make these decisions with more confidence. Taking the example of "The Flash" in South Africa during October 2023, we can see how demand data can be applied to make more informed strategic decisions.
One of the ways demand data can be used is for content valuation. By analyzing the global demand for a title, a strategic decision on the content's value can be made for any given platform, in any region. In the case of "The Flash," it achieved exceptional audience demand in South Africa, outperforming the average title by 14.2 times over the last 30 days. This data can be used by executives to assess the value of the title and understand its potential for driving subscriptions and reducing churn.
Demand data can also inform acquisition decisions by identifying which titles exhibit the most significant opportunity to acquire or produce. In the case of “The Flash,” its exceptional audience demand in South Africa indicates that it has developed a loyal audience and is an excellent acquisition opportunity. Furthermore, the data can help with platform and network fit, determining which platforms would be suitable for the distribution of the content.
Demand data can also inform programming decisions by providing data-driven insights into which shows are performing well and resonating with audiences. "The Flash" has a high ranking in South Africa and achieved a 45-spot increase in its rank during October 2023, indicating its increasing popularity and potential for further programming. Additionally, by analyzing the top 10 global markets where "The Flash" is most in-demand, we can see that this TV series outperforms the demand of the average TV show in each of these markets. This information can be used to optimize the content release strategy and pricing.
By analyzing the Parrot Pulse for "The Flash," we can also understand its global performance in terms of travelability, longevity, momentum, franchisability, and reach. For example, "The Flash" had exceptional momentum, indicating that its pace of growth is fast. This information can be used to optimize the pre-release marketing and create an effective marketing campaign before the premiere. Similarly, by understanding the show's travels around the world and its potential for spin-offs or franchises, we can plan the content's monetization better.
In conclusion, demand data can provide valuable insights into audience engagement and inform strategic decisions about content acquisition, distribution, and programming. By analyzing the demand data of "The Flash" in South Africa during October 2023, we can see how executives can leverage this data to make informed, data-driven decisions about content.
The Flash's travelability to South Africa in the last 30 days is 24%, which means that the audience demand for The Flash is 24% of the demand in its country of origin, United States. Click through to another market to discover how well The Flash travels internationally.
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Acquire the best shows from partners such as the cw to fortify your competitive position in South Africa. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. The Flash), including those that have not even been released. Leverage a return-focused selection criteria for title acquisition by incorporating country-specific trend and market demand factors.
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Our TV audience measurement dataset is truly global. Discover how popular the cw‘s The Flash 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 The Flash, for example, can be assessed for a market e.g. South Africa, which can then be benchmarked against genre averages (e.g. Superhero Series), using our globally standardized Demand Expressions® metric.
This page has been changed on March 18, 2024, 12:49 p.m. PST using demand data from Parrot Analytics for The Flash in South Africa. We provide our partners with valuable television series workflows to help them drive better and more informed content marketing strategies. Contact us today to find out more.