A Message to TV Commercial Buyers and Sellers: Pay Attention to Viewer Emotions

by Henry Schafer

Today's complex TV viewing environment has placed much more focus on how to best determine the value of a program's advertising environment. In order to be a really savvy buyer or seller of commercial time, knowledge of a program's audience must go beyond the limited realm of "how many viewers are delivered" and include a clearer understanding of a program's ability to deliver "satisfied viewers" as well as "viewers who are committed to continue watching on a regular basis". Programs that deliver above average levels of these viewers provide a more valuable advertising environment due to greater viewer involvement.

Reaching satisfied and committed viewers, or "favorite viewers" as we like to call them, is extremely important because they have a stronger likelihood than less favorable viewers to:

• watch the whole program
• watch the program more often
• pay close attention to the program

....and, as a result, also have a stronger likelihood to:

• recall the brand being advertised
• have a more favorable opinion of the advertised brand
• purchase the advertised brand in the future

So, when decisions need to be made about competitive pricing and strategic buying, make sure you are informed about a show's momentum (current viewer satisfaction) and ability to keep viewers tuned-in to future telecasts. Our TVQ and Cable Q Online Program Evaluation Services answer these critical questions throughout the year with regularly scheduled nationally representative surveys -- covering all of the major broadcast and cable networks as well as syndication. Our unique metrics for measuring the strength of program satisfaction (Impact Q) and ongoing commitment (Emotional Bonding Q) get to the very core of what really drives viewers to connect with certain shows -- viewers are primarily driven by their emotions!

This is true for high rated as well as low rated shows and those in between. Hence, the size of a program's audience and/or the program's CPM can be misleading with respect to determining the value of its advertising environment. My next blog will get into more details about how some prime time and cable shows rank on these "viewer emotion" metrics -- you will be surprised!

Steve Martin Still The Favorite Academy Awards Host

by Steven Levitt

Steve Martin is still the most appealing Academy Awards host. No host in the last twenty years has connected more with the audience than has Steve Martin, who served in 2003. His likeability (Q Score) rating outdistances all other hosts, including this years' new duo who ranked in the bottom five:

While a high Q Score does not guarantee a solid Academy Awards performance, still future choices might be better served by a "fan favorite".

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.

Paul McCartney More Appealing than John Lennon

by Steve Levitt

While on the surface it may seem like an “apples to oranges” comparison, the Q Scores methodology provides the basis for a fair evaluation of living vs. deceased performers. Since both Performer Q and Dead Q use the same methodology including our “Favorites” rating scale, a head-to-head comparison is clearly valid.

Paul McCartney achieved a positive Q Score of 36 in the Summer 2010 Performer Q study of 1,800 performers, while John Lennon’s positive Q Score was 30 in the Fall 2009 Dead Q study of 150 Performers of the Past. It should be noted that this comparison reflects the opinions of adults 50+ over and not the total adult population.

Interestingly, Ringo Starr (23) was much less appealing than McCartney (36), while George Harrison (26) scored only somewhat below Lennon (30). And, on the negative side, Ringo Starr displayed the highest negative Q Score of the four Beatles.

In a before-and-after scenario, George Harrison rated better in death than he did while alive. His positive Q Score rose from 14 to 26 while his negative Q Score dropped from 23 to 12. It can be noted that Michael Jackson also displayed substantially higher positives and much lower negatives after his death.

Can a Brand Achieve High Consumer Approval Without Heavily Advertising on TV?

We believe so and here’s why...

by Steve Levitt

In a recent Q Scores Brand Study targeted to adults*, a “quiet” electronics brand emerged at the top of the heap among a cross section of 175 brands.

Does the name Bose ring a bell?

On the crucial dimension of brand user satisfaction, we found Bose satisfying more than three-quarters (77%) of those consumers who used or bought the brand in the past twelve months, giving it the #1 position! Other brands rating high on user satisfaction Brand Q Scores include: Callaway Golf, Thomas Kinkade, Stihl, Wii, Lawn Boy, M&M’s, Swiss Army, Scrabble and Weber.

Supporting its user satisfaction achievement is Bose’s #1 rating on “High Quality” and “Leader In Their Field”. Bose has carved out an enviable position in the minds and hearts of the U.S. consumer. And, it has done this without major television exposure. Not bad Bose! Not bad at all.

*Q Scores Brand Studies are conducted every Spring and Fall for brand updates and tracking purposes. We provide similar insights for younger consumers in our Brand Q studies targeted to kids and teens, which will be the focus of our next blog about brands.

How Soon is “Too Soon” for Determining New Show Potential?

Innovative Thinking for the New TV Season

by Henry Schafer

Let’s face it, the networks often have a quick finger for pulling the trigger on new shows – well before viewers have a chance to sample or even form an educated opinion about these shows. Quick cancellations could result from the networks pre-determined business decisions (and thus, out of the viewers’ control), or because of initially low Nielsen ratings that are not necessarily related to the quality of the show. Low ratings can often be misleading due to ineffective scheduling and/or promotional positioning as well as debilitating competitive situations.

All I am saying is: give viewers a chance. Viewers need time to get better acquainted with new shows so that programmers can have a better sense of their potential based on real world viewing conditions. Initial ratings and early measures of positive and negative attitudes don’t necessarily point in the right direction. The real issues in the early stages of the new season focus on the viewers’ willingness or commitment to watch more episodes in the weeks ahead. Now, that’s a really good sign of potential!

And, of course, this potential can vary by type of show and clearly by audience demographics. Let’s take a brief look at the new prime time shows that are making an impression with respect to viewer likeability (Q Scores) and/or commitment to watching future episodes (Emotional Bonding).

• "Blue Bloods" on CBS appears to be the strongest new show of the season with above average Q Scores and strong viewing commitment among younger and older adults, underscoring its ability to resurrect Friday nights for CBS or even anchor another night down the road.
• “The Defenders”, “Hawaii Five-O” and “Mike & Molly”, also on CBS, evidence potential for success with strong commitment to watch additional episodes, despite having average Q Scores overall. For shows like these, the willingness to watch additional episodes can eventually result in stronger likeability and even stronger emotional bonding.
• Some new shows like “Nikita” on The CW, generate low ratings but show strong potential for growth (albeit in a narrowly defined network environment). “Nikita” happens to resonate with the under 50 audience, developing into a cost-effective dream for advertisers.
• “Detroit 1-8-7” on ABC (while it may not be generating strong Nielsen ratings in the early rounds of the new season) has developed above average emotional bonding among the 35+ audience. This is a good sign for potential improvement on its current Q Score profile and future audience growth – possibly in a different time period.
• “Outsourced” and “The Event” on NBC seem to be striking a chord with the 50+ audience, possibly indicating a surprise to that network. Again, this could be a good thing as this audience can be as vibrant an advertising target as younger viewers. After all, 50+ is the new 30+ as many marketers are indicating!

Viewers Speak Louder Than Ratings

by Henry Schafer

In a world where TV viewers are in control (thanks to all of the digital and internet devices available to humankind), listening to what viewers have to say is more critical now than ever before. Creatives, programmers, marketers, salespeople—listen up! Find ways to regularly monitor your viewers, as what they have to say will make or break the success of your programs. Internet “buzz” travels fast and furiously, hence, the importance of quantifying and determining its impact on continued program viewership. Make sure you’re set up to monitor all of this via high quality and respected tracking studies...or, you’ll be sorry!

We all like to believe that our instincts and professional judgment is what we get paid for, but isn’t being open-minded and listening to our customers’ reactions part of that assessment? Having studied these viewer/programming dynamics for nearly 35 years, I have witnessed the audience effect (or not) of every technological advancement. Whether you like it or not, and regardless of existing business commitments, viewers speak louder than ratings and listening to that feedback will make you smarter for the decisions ahead. Let me know what you think.

TV Viewers Have Become Their Own Programmers

New technologies are clearly influencing how, when and where we watch television. The ever-growing variety of media platforms has, in effect, given us many options for tuning into our favorite TV shows. Since we are no longer confined to watching shows when they are scheduled on the broadcast networks, cable networks, or in syndication, we have become our own programmers – able to watch most any show when it’s convenient for us. The basic concept of the Q Score was developed with this kind of thinking years ago, emphasizing that the true driving force of a successful program is its ability to satisfy the viewer and give them a reason to come back (i.e., a program’s inherent appeal) – regardless of time period, lead-in or lead-out.

The new media platforms such as Hulu, YouTube, MySpace, network web sites, and DVRs have literally played into Q Scores' favorite measurement concept, allowing viewers to watch the shows they like without the restrictions of a time period schedule. So, what does this really mean to program schedulers, program developers, commercial time sellers/marketers, and advertisers? The answer: audience size for any one media platform is less important than the magnitude of program likeability and the strength of ongoing commitment to future viewing. That is, programs that index high on viewer satisfaction, connection and devotion will have the best ROI. These programs will hold onto the most important viewers (the franchise audience that tunes in more frequently and watches more of each episode) and offer the most effective advertising environment (delivering viewers who are more attentive and responsive to sales messages).

Here are the key Q Scores measures to monitor in order to make informed decisions about the value of a program’s audience:

MEASURES OF PROGRAM SATISFACTION

· FAVORITE RATING: a measure of the overall fan base (incidence in the total population), representing the most enthusiastic viewers of the program. It is this top box measure of appeal that is used to develop the Positive Q Score.

· POSITIVE Q SCORE: a measure of the program’s inherent appeal as a re-percentage of the top box favorite viewer among those familiar with the program.

· NEGATIVE Q SCORE: a measure of the negative reaction among those familiar with the program (unsatisfied viewers who rate the program fair or poor).

· IMPACT Q: a measure that determines the intensity of program satisfaction during the season. IQ enhances the value of the program’s Positive Q Score by factoring in the current viewing frequency advantage forfavorite viewers -- the most loyal viewers. The higher the IQ Score, the stronger the current satisfaction level with the program among favorite viewers.

MEASURES OF DEVOTION TO WATCHING FUTURE EPISODES

· EMOTIONAL BONDING SCORES: a measure of the program’s overall ability to hold onto its general viewer base over time – tracking the intensity of devotion to the program among all current viewers. The higher the Emotional Bonding Score on this scale, the stronger the commitment to viewing future episodes among all viewers.

· EMOTIONAL BONDING Q (EBQ): a measure of the program’s ability to hold onto its most loyal viewers. The higher the EBQ, the stronger the commitment to future viewing among the program’s favorite viewers.

Q Scores Data Reveal Some Celebrities May Be More Marketable Dead than Alive

Click on header link (above) to read a recent press release on how Q Scores can help predict the marketability of deceased celebrities by comparing familiarity and likeability Q Scores in life and death.

Has Anyone Considered The Viewers' Emotions In The Conan/Leno Fiasco?

by Henry Schafer

With all of the media coverage given to NBC's fiasco with Conan and Leno, has anyone taken the time to check in with the viewer and their emotions? After all, in the end, isn't viewer satisfaction and devotion to a show critical components for measuring success? The Q Scores company has developed new measures to tap into these important dimensions with our Impact Q Index (core viewer satisfaction) and Emotional Bonding Q Score (commitment to future viewing).

It looks like Conan was beginning to develop strong relationships with the key 18-49 audience, as his show was scoring relatively strong Impact Q and Emotional Bonding levels -- comparable to Letterman. This would seem to be a tough thing to walk away from given the competitive nature of Late Night and, particularly in the face of the audience damage done to Jay Leno via his prime time disaster. Leno's prime time show has received very weak core viewer satisfaction and even weaker viewing commitment -- this will be a very difficult hurdle to overcome.

Conan's Tonight Show was probably going to work in a very positive way for NBC -- too bad it's over. The resourcefulness of Conan and his team should bode well for future endeavors in mainstream and online media, as he is showing the ability to develop meaningful emotional connections with his audience.

Can Q Scores Predict Sales?

by Henry Schafer

Well, some savvy MBA students at Rice University certainly think so and, of course, so do I. Recently, I helped these students by providing them with some Q Scores related to authors, chefs and food programming. Their project intrigued us -- trying to determine the variables/attributes that are most important to creating a successful cookbook.

Their analysis resulted in a series of models that help to better understand the drivers of price, sales, and the probability of success in the cookbook publishing industry, with Q Scores being the most important variables in their analysis.

As stated in their report: “The results highlight key attribute drivers that cookbook publishers should consider when evaluating the potential success of a proposed cookbook. First, Author Q Score, Media Property Q Score, and their interaction are all significant variables, indicating that Q Scores, as measured by Marketing Evaluations Inc., is a key driver of cookbook sales. Publishers can make use of this information when considering potential licensing fees and royalty payments required to hire a famous author or to secure the rights to a famous media property.”

Pretty interesting stuff! I like to call this the ‘transference of appeal.’ These findings underscore the importance of the emotional connections that consumers make with personalities and shows, and how this bonding can work to achieve success with related entities, a la the ‘transference of appeal.’

How Attached are U.S. Consumers to their Brands?

In its ongoing Brand Attachment studies, Marketing Evaluations continues to find brands whose users seem to embrace them more than do users of other brands. Their stated preferences are to keep these brands very much in their future plans. In the most recent studies, these brands have the highest Brand Attachment ratings -- meaning that they connected best with their users:

INDEX VS.

ALL-BRAND

AVERAGE

State Farm........................................... 201
Wal-Mart............................................. 156
AARP................................................... 150
Target.................................................. 142
Betty Crocker....................................... 139
Stihl..................................................... 130
Geico.................................................... 127
Miracle Gro.......................................... 127
Garmin................................................. 124
Ziploc................................................... 124

Index Average.................................... (100)

Brand Attachment ratings are part of our Product Q service. In this other segment of the research, consumers are asked to rate brands overall and then on each of twelve brand descriptors.

One of the descriptors, "Like Their Advertising," revealed some exceptionally strong scores, compared to the average of all brands on this dimension:

INDEX VS.

ALL-BRAND

AVERAGE

Aflac................................................... 325
Geico.................................................. 280
Target................................................. 255
Oreo................................................... 215
Apple.................................................. 210

Index Average................................... (100)

Results of the next study will be available mid-June. Stay tuned for more interesting findings!

For more information about any of our Q Scores services, go to http://www.qscores.com/.

Hispanic Performer Q

The growing presence of Hispanics in the U.S. has created a heightened need to effectively target this fastest growing segment of the American population. Marketers and advertisers seeking out these important consumers will need to have a thorough understanding of how to motivate them and connect to them on an emotional level. Using Latino performers that relate to both U.S. born and non-U.S. born Hispanics is an important way to create these emotional bonds between the Hispanic consumer and the advertised brand. Tracking the appeal of all types of Latino personalities has become a top priority at the Q Scores Company. Our recently completed Hispanic Performer Q pilot study was a huge success. This client-supported study produced much needed data in this area, in order to better understand the personality appeal among various key segments of the Hispanic population. We have implemented a proven address-based methodology that appropriately represents all segments of the American Hispanic population with respect to the dominant language spoken in the home (Spanish, English or bi-lingual), country of familial origin and place of birth.

We are currently developing our plans to move forward and implement the first nationally syndicated Hispanic Performer Q. With an expected launch date coming up in mid-July 2009, we are excited about the ground-breaking impact we will be making in the Hispanic marketplace. We will be measuring the appeal of 400 Latino performers, with each performer evaluated by 500 respondents between the ages of 16 and 54. Advertising agencies, media buyers, talent agents, television networks and production companies will now have the ability to pinpoint the appeal of Latino performers among a nationally representative sample of Hispanic consumers.

Compared to the average American, our research has shown that Hispanics are much more intense and emotional about their favorite performers. Using Latino talent as advertising spokespeople can help marketers reach their consumer targets with highly attentive and effective techniques. Hispanic Performer Q will help our clients choose the right talent to appeal to the intended consumer target. Up-front clients can include key marketing questions that can be cross-referenced with personality appeal and, thereby, increase the knowledge about the compatibility between the performer and key demographic segments.

You can read more about the value of Hispanic Performer Q in our press release:

http://www.qscores.com/pages/Template1/site11/47/default.aspx?ItemID=7

Emotional Bonding Q

Today's new technologies have created a new kind of television viewer, who is no longer strapped to the scheduling whims of the networks. With the growing use of DVRs and various forms of mobile platforms (iPhones, BlackBerry’s, Sling Box, Hulu, and even the network’s own web sites), we have become our own programmers – watching shows when it’s convenient for us! We are more intimately involved with technology than ever before and, as a result, we are more apt to play out our emotions via the media we use today.

We are developing emotional bonds with programs and personalities via these technologies, unlike what the industry has ever seen before. The need to track these emotional bonds has become far more important than counting the number of viewers/users to determine the true viewer satisfaction, real advertiser value/impact and the future viewing commitment to programs and networks.

We, at the Q Scores Company, are very much focused on this evolution of the television viewer and have created new scores to reflect the importance of emotional bonding. Our recently introduced Emotional Bonding Q is a three-dimensional measure of the viewing experience: likeability, viewing frequency and devotion to continued viewing, all wrapped up into one score that’s easy to understand and interpret. You can read more about this important and relevant new approach in a number of our press releases linked to this blog.

http://www.qscores.com/pages/Template1/site11/48/default.aspx

Welcome to our Q Scores Blog!

For over 40 years, Q Scores have been the industry standard for measuring consumer appeal. Henry Schafer, Executive Vice President of Marketing Evaluations, Inc., The Q Scores Company, will be offering important information on Q Scores right here on this blog; how Q Scores are used, why they are relevant, how they add value, what studies are coming up, sharing some noteworthy results, and much more. Make sure to bookmark this site and check back weekly for new information.