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.

The Value of Celebrity Endorsements

by Henry Schafer

Celebrity endorsements can have a significant impact on increasing consumer awareness and purchase intentions for virtually every product category.  The key ingredient for making this work is insuring that the celebrity spokesperson is perceived to be compatible with the brand and the product category, and that these important perceptions are based on the brand's target consumers (primary purchasers).

Our celebrity Q Scores database (unique history for over 25,000 celebrities) and custom designed Spokesperson Evaluation Studies are both suited to help our clients make the most informed decisions for choosing the "right" celebrity to represent their brands.  In effect, the objective is to determine the best possible "compatible fit" between the personality attributes of the celebrity and the image attributes of the brand -- yielding high awareness and impact against the intended consumer target.  The perceived relationship between the celebrity and the brand needs to be evaluated on the following dimensions:

• Sensible and appealing
• Believable
• Appropriate
• Motivating to the purchase decision

The perceived celebrity/brand relationship needs to be strong in all of these areas for the campaign to make a difference.  Our Q Scores database and proprietary Spokesperson Evaluation Studies effectively steer our clients down this important decision-making path.

Check out this video http://shopping.yahoo.com/video/celebrity-endorsed-products-worth-035803754.html and, of course, pay close attention to my segments in this very interesting story about the value of celebrity endorsements.

Feel free to contact me for more details at henrys@qscores.com or call me at 516-365-7979.  If I'm not available, ask for Fran Purcell or Steve Levitt.

Thanks for your time.  

International Q Scores: Your Global Connection for Multi-Country Objectives

Here's your opportunity to measure celebrity awareness and appeal around the world with custom designed studies to fit your specific objectives 

Tap into the opinions of millions of authentic international consumers to measure the strength of the emotional connection between your target demographics and specific celebrities (global or local) in over 50 countries

Studies will be conducted with an online consumer panel that reaches over 8 million consumers on four continents.  Q Scores is your global connection for multi-country research.  

• Nationally representative samples in each country
• Targeted demographics
• All interviewing conducted online with appropriate language translations
• 10-14 day turnaround from start of fieldwork to delivery of results
• Executive overview of the key findings

Similar studies can be conducted on the awareness and appeal of characters, licensed properties, television programs and brands.  In addition, Spokesperson Evaluation studies which connect potential spokespeople to a brand are also available.

Call us at 516-365-7979 or by email: 

steven.levitt@qscores.com, henry.schafer@qscores.com, francine.purcell@qscores.com

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.

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.