Wednesday, September 12, 2012

Daytime Talk Shows -- Growing Appeal and Advertiser Value

by Henry Schafer

As we move into the new broadcast television season this fall, more well known TV stars are targeting the Monday-Friday daytime audience with entertaining talk shows.  This is good news for viewers who can follow their favorite TV celebs into this engaging daily environment and good news for advertisers who will have their commercials exposed to more attentive viewers, especially females, yielding greater impact and lift for brand image and purchase intentions.

Over the past four seasons this popular daypart has seen the talk show category grow from 13 or 14 shows up to 17 going into the current 2012-13 season.  With this growth has come a variety of entertaining "newbie" talent to this genre such as Anderson Cooper, Katie Couric, Steve Harvey and the return of a revitalized Ricki Lake.

As can be seen in the following chart, since the 2008-09 season, the average Positive
Q Score for daytime talk shows among the key viewer segment of women 18-49 has
consisitently grown 9 points from 11% up to 20%, while the Negative Q Scores have
steadily declined 11 points to a four year low of 22%. 
Women 18-49
Positive Negative
Q Score Q Score
% %
Fall 2008 11 33
Fall 2009 17 27
Fall 2010 19 25
Fall 2011 20 22

Let's see what the next few months hold in store, as viewers become more acquainted with the "newbie" talk show hosts this season and how this influx of engaging talent will impact the advertising environment.

We will be measuring these developments in our upcoming TVQ surveys this fall with a number of reports to be issued during the October-December 2012 viewing period.

Stay tuned.

Tuesday, August 7, 2012

Tide Picks BETTY WHITE. Why? Is It Just Her Name?

by Henry Schafer

According to the Q Scores Company, which tracks the popularity of about 1,800 celebrities, Ms. White is tied with Tom Hanks as having the highest favorability rating. Among the 70 percent of respondents who knew who Ms. White was, 51 percent said she was one of their favorite celebrities, up from 27 percent who said so in 2004. “She’s in the stratosphere,” said Henry Schafer, executive vice president of Q Scores. “She’s not afraid of making fun of herself, and that’s a good quality, and her appeal cuts across all age groups.”

reprinted from NY Times Business Day 8/3/12

Wednesday, May 23, 2012

The Most Appealing Celebrity in America is____?

by Steve Levitt

Fill in the celebrity of your choice and you are probably way off target!

Could it be Oprah, Kim K., Sofia V., Clooney, Julia?????

Actually, it's Betty White!!  Believe it or not.  She achieved the highest Q Score in our most recent study of 1800 celebrities released in March 2012.  To be fair, however, she tied with Tom Hanks who has been at or near the top for 10 years running.

Betty White demonstrates remarkable staying power with high awareness, averaging nearly 70% recognition among all Americans since 2004.  As seen below, she has grown significantly in her appeal over the past 8 years.

2004 2007 2010 2012
  %   %   %   %
Positive Q Score   27   30   40   51
Negative Q Score   14   13   10     9

To say she is adored in her "Hot in Cleveland" role and other guest TV appearances during this time frame is clearly an understatement.

Tuesday, May 8, 2012

Tim Tebow Recognition Now At 83%

by Steven Levitt

In the just released 2012 Sports Q Study of 600+ sports personalities, Tim Tebow's recognition reached over 80% among all sports fans.

This remarkable level of visibility puts him in the company of such well known sports personalities as:

  • LeBron James (84%)
  • Jeff Gordon (84%)
  • Michael Vick (83%)
  • TIM TEBOW (83%)
  • Terry Bradshaw (82%)
  • Reggie Bush (82%)
  • John Madden (81%)
  • Andre Agassi (81%)
  • David Beckham (81%)

Just one year ago today, Tebow's recognition was at 62%, revealing the impressive growth in his awareness among sports fans across America!

For further information, please contact anyone of us:

Wednesday, February 15, 2012

How will 'Linsanity' translate into consumer appeal?

by Henry Schafer

Jeremy Lin's ascendance to the top of the sports world is an amazing phenomenon to witness over such a short period of time. The true measure of his marketing potential for advertisers will be based on how well his emotional connection with sports fans (e.g., the growth in Knicks TV ratings, jersey sales, game attendance, social media coverage, etc.) translates into consumer favorability over the next few months.

Our next Sports Q Study, coming up in a few short weeks, will measure his consumer impact in relation to a list of about 500 sports personalities representing all of the major sports. Feel free to contact us about the specifics for subscription and available reports.

Click on the link below to read about a variety of 'Linsanity' viewpoints appearing on USA Today's web site.