Introducing the Whip Media Demand Score™
The Whip Media Exchange™ makes it easy to understand which Titles will perform best for a particular Platform & Territory (aka, an “Audience”) through our cutting-edge predictive metric called the Whip Media Demand Score, which allows Buyers and Sellers to better predict and understand which Titles will perform best for each Audience. This powerful tool adds a little extra “science” to the “art & science” of content licensing. Use it to make better informed licensing decisions today!
What is the Demand Score, exactly?
The Demand Score is a number between 1 and 200, where 100 represents the average performer amongst all Titles for a particular Audience, and 200 represents the top performer. Demand Scores are most useful in understanding which Titles are likely to perform “best” in terms of viewership for a particular Audience. They make it helpful to understand the relative value of lesser-known Titles, to compare Titles from different Sellers, or to differentiate between the “top” and “bottom” performers from a set of Titles. Demand Scores are derived through an AI algorithmic process and take advantage of our first-party proprietary data – harvested from Viewer data via 21+ million users of TV Time, and millions of Outcomes data points from our content processing business.
Demand Scores are specific to a particular Audience, and can’t be directly compared between Audiences. This is because each Audience has its own “average” performance – and thus scores which measure difference between them are unique to each audience. For example, the best performer for one Audience might generate twice as many views as the average Title, whereas for a different Audience the top performer might generate three times as many views as that Audience’s average Title. Combine that with the potential difference in Audience sizes – e.g., Netflix in the US vs. Acorn TV in Belgium – and you can easily see why the same score can mean different things for each Audience! You can, however, use Demand Scores to see which titles perform “above average” in multiple audiences, and use that for a directional comparison.
How Do I Use the Demand Score?
For Buyers on the Exchange, Demand Scores can help you select the best Titles from among a large number of Titles offered by one or more Sellers. To do this, simply sort all offered Titles by Demand Score, or use a Quick Filter to limit your Shopping view to only those Titles with Demand Score over 80, 100 or 120.
For Sellers, Demand Scores can help you decide which Titles to offer to each potential Buyer. To do this, simply sort Avails by Buyer and then by Demand Score, choose those you feel will generate the most interest, and Transition those to Approved status to publish them to Buyers.
Instructions for doing these tasks can be found in your Starter Guide, and your Whip Media Exchange rep (either Pam Ritchie or Tom Borsberry) can walk you through the steps to best utilize this powerful metric.