Documentary Business

Peter Hamilton Consultants, Inc

How to Measure and Value Audiences for Unscripted Programs. A Podcast with Parrot Analytics’ Courtney Williams

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
Courtney Williams

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.

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Parrot Analytics