DEMAND360 offers everything you need to support your casting and marketing decisions from start to finish.
In this article, we will go through an analysis example that covers the following:
🙍♂️ Talent Profiles - Research individuals
📈 Talent Benchmarking - Benchmark a talent against the market average
🎥 Talent Content Portfolios - Assess the content of talents & talent groupings
📊 Talent Audience Composition - Analyze demographics (gender & age)
👬 Talent Comparisons - Compare two individuals side-by-side
🙍♂️ Talent Profiles
Let's say for an upcoming production, you need to evaluate Seth Rogen as an actor.
Talent Profiles offer everything you need for end-to-end talent research:
Metadata like AKAs, professions and bios
Content Portfolio Performance
Demand Rankings and Demand globally and across markets
List of movies the talent has directed, produced, written or acted in
Roles they have played in movies
Domestic, International and Worldwide Box Office Information
See a few screenshots from Seth Rogen's profile below:
📈 Talent Benchmarking
Let's say in this example, you want to understand whether it would be more beneficial to leverage Paul Rudd or Jonah Hill for promotion as potential cast members by understanding their demand across different markets.
You can use the Demand Distribution analysis to uncover nuances in demand across markets.
In this case, you can see that in the US, Jonah Hill is the most in demand across the three actors, followed Paul Rudd and Seth Rogen.
In Germany however, Seth Rogen comes in as the second in demand before Paul Rudd.
In Australia, Seth Rogen is the most in demand, followed by Jonah Hill and Paul Rudd.
Understanding the variations in audience demand across markets can help you to optimize your promotional strategy.
🎥 Talent Content Portfolios
To further inform your decisions around pairing different cast members, you have the option to analyze their combined content portfolio performance, i.e. you can compare the performance of all Seth Rogen & Paul Rudd titles with the performance of all Seth Rogen & Jonah Hill titles.
To do this, you can create a custom content portfolio using the Talent (Cast) Filter.
From the Compartor page
Click on Custom Portfolio
Select New Custom Portfolio
Name the portfolio "Seth Rogen & Paul Rudd"
Click Add Filter > Talent (Cast)
Select Seth Rogen & Paul Rudd
Select Profession > Actor
Select All titles
Repeat the same for Seth Rogen & Jonah Hill.
In the Comparator module, you can now select and analyze individual actors, their content portfolios and specific titles.
In the Time Series view, you can see demand trends across the three actors, their cast pairings content portfolios and Seth Rogen's latest movie success Dumb Money.
Switch to the "Worldview" chart to further drill down into market variations.
You can also use the Demand Distribution chart to see a snapshot in time of average or peak demand across actors, titles and portfolios - again observing differences across US and German audience demand.
📊 Talent Audience Composition
As part of your analysis you might also want to look at the audience activation or expansion opportunities.
For example, the content portfolio audience of the two actor pairings shows a similar audience breakdown, skewing towards male millennials.
However looking at the actors individually, we can see that Paul Rudd attracts a slightly more female, millennial audience whereas Jonah Hill's audience is slightly more male, zennials.
To expand into a more male audience and activate Seth Rogen's zennials skewing audience, Jonah Hill is a good pairing.
To expand into a more female millennials audience, a pairing with Paul Rudd would be more beneficial.
👬 Talent Comparisons
Once you have narrowed down your selection to two individuals, the Quick Compare analysis is perfect to compare talent side-by-side on key metrics.
Parrot Analytics' Enterprise Partners that have access to our Brand Affinity solutions can further understand the shared audiences between actors to identify untapped opportunities for audience expansion.