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.
If you are an executive who loves comedy, then "The Office (US)" is a must-watch. This famed TV series created by Greg Daniels has an enormous demand that provides an insight into the popularity of the show. Using Parrot Analytics' demand data for the show in South Africa during October 2023, we can answer questions regarding content valuation, programming decisions, travelability, and more.
Firstly, demand data helps to calculate the value of the content. Parrot Analytics’ content valuation system calculates the economic value of the title, even that of the Dunder-Mifflin team at Scranton, Pennsylvania. Using the number of times the series' demand exceeded the market average in South Africa, you can better understand how much the series is worth to any platform. Additionally, comparing a title's demand with other titles available in the market through competitive benchmarking analysis can give a better understanding of the show's market value and demand sustainability over time.
Secondly, demand data helps to inform more informed acquisition decisions for TV series or movies. By understanding how "The Office (US)" travels internationally, using the measure of travelability, you can ascertain how well a specific title would do in a different country and therefore more optimally allocate funds to maximize future content investments.
Thirdly, demand data enables better programming decisions. Knowing which titles should be acquired to engage and retain existing subscribers or attract new ones gives the producers beforehand insight into how well a show will do on a platform. Additionally, using demand data informs the timing of a show's release and its pricing.
Lastly, understanding audience demand data informs franchises for each show, providing an opportunity to monetize the intellectual property through spin-offs or franchising.
Overall, Parrot Analytics' demand data provides a fantastic way to understand the global audience for TV shows, helping to make more informed decisions as an executive. "The Office (US)"'s 9.9 times audience demand average show in South Africa over 30 days indicates massive popularity for this office-based comedy series. Additionally, it's performed well in the United States, Canada, the United Kingdom, the Netherlands, Australia, Russia, Germany, France, and Switzerland in the last 30 days. With its excellent legacy, our data shows that "The Office (US)" is highly likely to be a success in new regions and on emerging platforms.
The Office (US)'s travelability to South Africa in the last 30 days is 28%, which means that the audience demand for The Office (US) is 28% of the demand in its country of origin, United States. Click through to another market to discover how well The Office (US) travels internationally.
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Acquire the best shows from partners such as NBC 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 Office (US)), 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.
Command your Comedy genre niche with maximum net subscriber adds. Contact us now to harnesses audience demand data to gain insights for growing and keeping a subscriber base. Leverage a return-focused selection criteria for title acquisition from partners such as NBC by incorporating country-specific trend and market demand factors for all markets including South Africa. Appeal to the individuality of your audience base, taking into consideration the unique and limitless characteristics of taste clusters.
Deploy high impact entertainment marketing strategies across all genres including Comedy. Contact us now to deploy demand-driven marketing, the only empirical earned media measure of your marketing spend. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles such as The Office (US), including those that have not even been released. Appeal to your target markets, including South Africa, based on audience interests, enabling the personalization of campaigns to capitalize on pre-release demand.
Our TV audience measurement dataset is truly global. Discover how popular NBC‘s The Office (US) 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 NBC 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 Office (US), for example, can be assessed for a market e.g. South Africa, which can then be benchmarked against genre averages (e.g. Mockumentary), using our globally standardized Demand Expressions® metric.
This page has been adjusted on April 22, 2024, 2:01 p.m. PST using global television demand analytics from Parrot Analytics for The Office (US) in South Africa. We provide our partners with extensive subscription-video-on-demand know-how to help them drive better and more informed content acquisition strategies. Contact us today to find out more.