Thursday, January 20, 2011

Steven Tyler May Surprise American Idol Fans

by Steve Levitt

As the revamped panel of judges begins its arduous task of evaluating season 10 hopefuls, we looked at the “likeability” ratings (Q Scores) of each of this season’s judges prior to the start of the new season.

Although he is the least well-known of the three, Steven Tyler achieved the same Q Score as did Jennifer Lopez, the most well known. Having the same Q Score but different levels of recognition is possible through the Q Scores technique since it measures the degree of liking (“One of my favorites”) among only those who are familiar with each personality. In this regard, Steven Tyler has an upside potential to generate many more fans.

Q Scores for the winning artists in the first nine Idol seasons averaged slightly below the “norms” for all singers. Carrie Underwood, the winner in season four, outscored the other eight winners by a wide margin and ranked third out of 76 female music performers rated in our Summer 2010 Performer Q study.