Q Scores Releases Q1 Television Program Report for Broadcast, Syndication and Cable

by Henry Schafer

Q Scores has released its 2014 first quarter report of broadcast network prime time series, regularly scheduled cable series and series in syndication. The data is available as a full report, on a program-by-program basis or as program rankings among key demographic segments.

The report is done on a quarterly basis measuring current viewer satisfaction and commitment to keep watching the shows. Q Scores measures all of the prime time shows on the five broadcast networks, about 100 syndicated programs and 140 regularly scheduled series on the major cable networks.

“Our major objective is to measure the current viewer strength of the shows and their ability to hold onto their core viewers and keep them satisfied,” says Henry Schafer, executive vice president of Q Scores. “Our program appeal and viewer commitment metrics are key indicators for advertising impact and for compatible program scheduling.”

Each show in the report is profiled across 50 demographic segments. For advertisers, it can help determine the most cost-effective way to get in front of the right audience and have the right impact. For programmers, Q Scores measures the qualitative/attitudinal dimension via viewer reaction to a series of favorability and emotional connection questions.

“Do viewers like what they’re seeing? Are they satisfied? Are they bonding with the shows for the long-term? We’re measuring impact for both the programmers, advertisers and media buyers,” says Schafer. 

“Interested parties can be full-service subscribers on a contractual basis or purchase individual show data as well as key demographic ranking reports.”

For more information, visit http://www.qscores.com/Web/Broadcast-Cable-and-Syndicated-Programs.aspx. 

Rather speak to someone at Q Scores on the phone about your specific needs? Call Henry Schafer at 1-516-365-7979.

New 'Dead Q Study' Now Available - Assessing The Value Of Deceased Celebrities

by Henry Schafer

Using deceased celebrities for licensing, marketing and advertising campaigns has evolved into a big business.   Over the past 16 years, our "one-of-a-kind" syndicated Dead Q study has provided various industries with a unique research tool to evaluate and track the current consumer appeal of recently passed and long-time deceased personalities.  Depending on the celebrity, we find that the consumer appeal can actually strengthen or weaken after death and could even change over time.  So, every two years we conduct an update to find out which dead celebrities are the most and least appealing in a variety of categories (e.g., actors, comics, musicians, singers, etc.).  

The strength of the emotional connection consumers have with the deceased celebrity plays a key role in determining their licensing potential and value as an intellectual property. 

Our Dead Q study measures over 150 deceased personalities, each rated by a nationally representative sample of 1,400 adults (18+), and is fielded every two years in the fall. Our Dead Q database includes approximately 1,000 deceased personalities and has data trends from earlier studies, dating back to 1997.  Data may be purchased in a variety of ways, as described below.

Full Study - Demographic profiles and target consumer rankings are included in the full study subscription.

Demographic Profiles - Demographic data on one or more deceased personalities is profiled by: age, age within sex, income, geographic regions, Nielsen county size, education, occupation, race and Hispanic ethnicity.

Target Ranking Report - All personalities are ranked by their Q Scores among a standard demographic target (e.g. women 18-49) or by a custom definition of the target consumer (e.g. males 40+ with incomes of $75,000+).

Custom Tabulations - Beyond demographics, other information can be accessed from our database such as purchasers of pre-recorded classic movies, home ownership, cable households, computer users and dog or cat ownership. Thus, for example, a ranking of celebrity appeal can be tabulated among "past year buyers of classic movies on DVD or Blu-Ray”, “apartment dwelling cat owners" or “Netflix subscribers”.

Please contact us to discuss this study in more detail and see how it could benefit your organization. Call us at 516-365-7979 or by email:  henry.schafer@qscores.com

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.