Parrot Analytics is an industry leader in tracking audience demand for television content in the new age of online video.
Until recently, our industry relied on a well-established solution to rate and value the audience for a specific program or channel.
- Nielsen, BARB and others record program viewing decisions in a panel of homes.
- The panelists are carefully selected to represent a snapshot of the entire audience in a territory.
- For commercial channels, the scale and qualities of a particular audience drive ad sales, and hence cashflow and value.
- Public TV networks rely heavily on the same ratings systems to shape their schedules, including making decisions about commissions and renewals.
Courtney Williams is Parrot Analytics‘ Regional Director for Europe.
In our podcast, he describes the limitations of the panel-based ratings system in the revolutionary new world of online video.
- Today’s viewers watch and respond to programs on lots of devices, often at the same time.
- They express their feedback in a multitude of ways, from Facebook Likes to Email Forwards, to paying for a Download.
Parrot Analytics’ TV Popularity Metric
- Courtney describes how Parrot Analytics developed Demand Expressions®, a metric that captures audience demand for content around the world.
- It measures the desire, engagement and viewership of content across multiple platforms and sources.
- Demand Expressions is weighted by importance: a stream or a download is a higher expression of demand than a passive impression or a comment.
- It measures the total audience demand being expressed for a title, within a market, and from a multitude of sources.
- Its a thrill that Parrot Analytics is sponsoring several months of my newsletter’s deep dive into the new audience measurement systems. Watch out for more podcasts and videos.
- Here is a link to a video of Courtney Williams’ presentation at the July 2018 NATPE Hungary.
- And to his July 24 post: How to increase the odds of producing a hit with data
- Read my previous coverage of Parrot here and here.
- And here is the Parrot home page.