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.

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.