Background
Our client, a free-to-air broadcaster in Latin America, aimed to strengthen its position as a key content producer in the region. To support the company’s efforts, in-depth analyzes were conducted by Parrot Analytics to provide data-driven insights to help refine the client’s strategies and support their sales negotiations for a high-profile intellectual property, a Latin American dramedy series.
Leveraging detailed insights from the Parrot Analytics’ DEMAND360 Enterprise suite, the broadcaster was able to demonstrate strong audience demand for their content, positioning it as a premium asset in discussions with major industry partners, helping to drive interest in both co-production opportunities and content licensing deals.
Challenge
The broadcaster needed to maximize the value of their content during high-stakes negotiations with potential partners and distributors. Specifically, they required a robust, data-driven presentation that showcased:
- Audience demand significantly above the industry average.
- Country-specific performance highlighting strong engagement in key Latin American markets.
- Dynamic weekday and weekend engagement trends, including rebound effects after competitive events.
Solution
Using data from our DEMAND360 Enterprise platform, our team delivered comprehensive, real-time insights into the series’ performance over its first season. The analysis revealed:
- An average demand multiple approximately 17 times higher than comparable Latin American dramedies during the initial 75-day period.
- Consistent top-5 rankings in demand within its home market, alongside standout performance in markets such as Panama, Mexico, and Colombia.
- Detailed tracking of engagement fluctuations leading to valuable insights in how the series is faring over time, including peak demand and weekend viewership.
These insights not only validated the superior performance of the IP but also provided the client with compelling, quantifiable evidence to drive higher valuations in negotiations.
Impact
The data demonstrated a significant uplift in audience engagement - highlighting robust performance across diverse markets - and reinforced the content’s premium positioning.
Leveraging Parrot Analytics’ DEMAND360 Enterprise data capabilities empowered the broadcaster to secure a stronger negotiating position: By presenting clear, strategic insights into audience demand, talent demand and engagement trends, the client was able to articulate the intrinsic value of the IP, leading to more favorable discussions with key partners.
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