Strategic Marketing: Make Better Marketing Decisions with Demand Data for Television Series Brands.

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Challenge

  • Reaching a title’s ideal audience is more difficult due to the proliferation of content platforms.
  • Shows may be popular but have low ratings, likely due to a platform-audience mismatch.

Solution

  • Parrot Analytics’ Demand Expressions measure the holistic popularity of a title.
  • The main sources of demand reveal where a title is most popular.

Results

  • In this study, about 30% of the show’s demand was generated by downloading and streaming, revealing a strong online audience.
  • Alternative monetization methods, such as licensing to an SVOD platform, would capture this demand better than linear TV.

Trusted by the smartest minds in global media
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Referenced by the world's leading publications
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