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Demand Score: How the Ranking System Works

Overview

Follow this article to learn how the Demand Score ranking system works within Audiense Demand Intellegience, including how rankings are calculated across platforms, countries, and channels to measure the popularity and relevance of brands, talent, media properties, and intellectual property (IP).

The Demand Score is designed to consolidate large-scale digital demand signals into a standardized scoring model that helps organizations compare entities across regions, platforms, and audience behaviors.

What Is the Demand Score?

The Demand Score is a percentile-based ranking system used to evaluate the relative popularity and market demand of entities across multiple digital touchpoints.

Within Demand Intelligence, an entity may include:

  • Public figures or talent
  • Brands and organizations
  • Films, television series, and entertainment franchises
  • Media properties and intellectual property (IP)

The scoring system combines platform-level performance, search demand, audience activity, and regional weighting to create standardized rankings that can be compared across markets and channels.

How Demand Intelligence Connects Entities

Demand Intelligence uses an entity-based framework to consolidate an entity’s online footprint across multiple platforms.

This process connects related:

  • Social media accounts
  • Search demand signals
  • Traffic activity
  • Audience engagement metrics

By grouping these digital touchpoints into a single entity profile, Demand Intelligence provides a more unified and accurate representation of overall demand and popularity.

Understanding Country and Channel Weights

Demand Intelligence applies both country-level and channel-level weighting systems to improve ranking accuracy and contextual relevance.

Country-Specific Weights

Each supported country has unique weighting values assigned to individual platforms and channels. These weights help reflect the relative importance of specific markets within the scoring model.

Channel-Specific Weights

Each digital platform also receives its own weighting value based on its relevance and contribution to the overall Demand Score.

Supported channels may include:

  • Google Search
  • YouTube Search
  • Instagram
  • TikTok
  • X (formerly Twitter)
  • YouTube
  • Website traffic signals

The combination of country and channel weighting helps create more balanced and market-aware rankings.

How Demand Scores Are Calculated

Demand Scores are calculated by combining weighted platform metrics across channels and regions.

Channel-Level Scores

Each platform-specific score is calculated by:

  1. Collecting the relevant metric for the entity
  2. Applying country-specific weighting values
  3. Applying channel-specific weighting values
  4. Generating a weighted ranking score

Examples of supported metrics include:

  • Followers
  • Subscribers
  • Website traffic
  • Search volume

These scores are then normalized into percentile-based rankings.

Understanding Country-Level Rankings

Demand Intelligence calculates rankings independently for each country included in a report.

Within each country:

  • The highest-performing entity receives the strongest ranking score
  • Lower-performing entities receive proportionally lower scores
  • Rankings are based on platform-specific metrics relevant to each channel

This regional approach allows organizations to compare demand at both local and global levels.

Understanding Weighted Totals

Weighted Totals are calculated by combining:

  • Country-specific platform metrics
  • Country weighting values
  • Channel weighting values

The weighted totals from each channel are then aggregated into broader cross-channel rankings. This methodology allows Demand Intelligence to support:

  • Regional demand analysis
  • Global entity comparisons
  • Cross-platform popularity rankings

Channel-Specific Demand Scores

Each supported channel uses its own metric framework when calculating Demand Scores.

Google Demand Score

The Google Demand Score uses:

  • Average Google Search Volume across the previous 12 months

Scores are calculated by applying country-specific Google weighting values to the search volume data.

Google Growth Demand Score

The Google Growth Demand Score measures:

  • Year-over-year Google Search volume variance across the previous 12 months

This score helps identify entities experiencing increasing or declining search momentum.

YouTube Search Demand Score

The YouTube Search Demand Score uses:

  • Average YouTube Search Volume across the previous 12 months

The calculation methodology follows the same weighted structure used for Google Search rankings.

Social Platform and Traffic Scores

The following channels use audience and traffic metrics:

  • Instagram: Followers
  • TikTok: Followers
  • X: Followers
  • YouTube: Subscribers
  • URL: Website traffic

These values are weighted by both region and platform importance before being incorporated into the final Demand Score.

Customizing Channel and Country Priorities

Demand Intelligence allows organizations to customize the importance of channels and geographic regions within the scoring framework.

This flexibility allows users to:

  • Prioritize specific markets
  • Emphasize certain platforms
  • Align rankings with campaign objectives
  • Create more tailored demand analysis workflows

Custom weighting strategies help organizations focus on the regions and channels most relevant to their business goals.

Understanding the Cross-Channel Demand Score

The Cross-Channel Demand Score, also referred to as the All Platforms Score, aggregates weighted rankings across all supported channels and countries.

This calculation is performed by:

  1. Applying weights to each platform-specific ranking
  2. Combining weighted platform scores
  3. Generating a consolidated cross-channel ranking

The result is a holistic view of overall demand and popularity across digital ecosystems and geographic markets.

Components Included in the Cross-Channel Score

The Cross-Channel Demand Score may include weighted contributions from:

  • Google Search
  • Google Growth
  • YouTube Search
  • Instagram
  • TikTok
  • X
  • YouTube
  • URL traffic signals

Each platform contributes to the final score based on both:

  • Platform weighting
  • Country weighting

This creates a more comprehensive measurement of digital demand and audience relevance.