Audience Sentiment measures the share of relevant online conversations that expresses a positive, negative, or neutral reaction to a talent. Audience Sentiment is expressed as a percentage.
The score is calculated using Parrot Analytics’ proprietary sentiment model, trained on millions of conversations across brand and entertainment domains.
The model:
Identifies sentiment-bearing audience signals from social conversations
Filters out bots, scams, spam, and irrelevant or non-informative mentions
Separates subjective audience opinion from objective chatter, such as release updates, advertising, or product announcements
Interprets entertainment-specific language, including emojis, slang, acronyms, and short-form posts
Reduces bias by filtering prejudiced, sexist, racist, or otherwise harmful language from the calculation
Layering sentiment on top of demand provides critical context, offering a clearer view of the underlying drivers and potential causal effects for a talent's demand. When analyzing areas like virality, for example, it is beneficial to consider both demand and sentiment together, especially for talent-focused insights.