IP Index: track IPs' performance through the marketing funnel

The IP Index helps you quickly identify the most popular IPs among children (ages 3–18) or young people (ages 19–30) across different countries—provided you’re also subscribed to NextGen Insights. It’s designed to support key business decisions in areas such as:

• Licensing & Partnerships: Spot rising stars at every stage of the marketing funnel and secure IP deals that align with your strategic goals.

• Media Planning & Marketing: Build campaigns and content slates around the IPs young audiences are most excited about—and can easily access.

Each IP is scored across four stages of the marketing funnel:

• Access & Demand
• Engagement & Interest
• Purchase & Consumption
• Fandom & Advocacy

First, let's open the IP Index!

1. Go to the “Predictive Data Science Tools” page (you’ll find the icon in the left-hand side menu).

2. Click the IP Index icon to get started.

2. Use the filters at the top of the IP Index to refine your view. You can select:

• Product: Kids Insights (ages 3–18) or NextGen Insights (ages 19–30)

• Age range

• Category: Characters, Influencers, TV shows, or YouTube channels

• Search bar: Quickly find a specific IP by name

3. Each IP’s ranking is based on four weighted categories, reflecting different stages of the marketing funnel:

• Access & Demand: How easily kids can access the IP across devices

• Engagement & Interest: How actively they interact with it on platforms like YouTube and social media

• Purchase & Consumption: Whether they’re buying, watching, or playing with the content

• Fandom & Advocacy: How many say it’s their absolute favourite

Click on any of these category headers to sort IPs based on that specific measure.

4. Click the “+” icon next to any IP to expand it and view more detailed insights about its fanbase.

5. View how the selected IP compares to the average score across each of the four categories.

6. Profile the IP’s audience by gender and age.

Click the IP’s name to see the underlying data used to calculate its category scores, along with additional external insights sourced via APIs.

7. See where your selected IP is trending most by country, age range, and gender.

8. Click “Next” to browse through the different categories and learn what each one measures.

9. Baseline scores from the previous page are shown here again for easy reference.

10. Scroll down to view all the questions used to calculate the score shown in step 8. If the coloured bar is longer than the grey baseline, it means the IP’s fanbase is more likely to give that response. If it’s shorter, they’re less likely.

11. Use the integrated API data from Google Trends to track changes in online search interest.

Want to dive in deeper? Watch the video below to see how to navigate the IP Index in action!