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

Q Scores Study for Non-Profits

by Steven Levitt, President and Henry Schafer, Executive Vice President


If you are the person involved in any of the charitable programs for your organization, this is a unique opportunity to evaluate a charity's marketplace position and better understand the effectiveness of its fundraising efforts.  If you are not involved in your organization's charitable efforts, please forward this link to the appropriate person in your company.

As you move forward with your fundraising and marketing programs, we invite you to be part of a “brand” study dedicated to measuring how consumers perceive and express their support of specific cause marketing organizations.

As the industry leader in evaluating consumer appeal of brands, we have been encouraged to begin such research in this field.  We will provide answers from the marketplace such as:

• How strong is the emotional attachment (connection) between the cause marketing brand and the consumers who make contribution decisions?
• Is the brand getting its fair "share-of-mind" and "attention" which leads to "share-of-dollars?"
• How well regarded is the brand and by whom?
• Is the brand image reinforcing a desire to support it?

This planned nationally syndicated study will focus only on charitable organizations like those shown on the sample questionnaire below.  This is a unique opportunity to evaluate the marketplace position of these brands, which may help to maximize the effectiveness of your organization's involvement in various fundraising and marketing programs.

Here are the details about this upcoming study:

• Will cover up to 60 non-profit organizations
• Total results will be provided to all subscribers
• Based on surveys with a national sample of 2,000 adults

• Sign up by February 4, 2013
• Study to begin February 18, 2013
• Results available by March 29, 2013                          

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: steven.levitt@qscores.com, henry.schafer@qscores.com

Here's an example of the questionnaire and the areas of measurement that will be covered:

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.

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

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.

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:

Steven.Levitt@qscores.com

Henry.Schafer@qscores.com

Francine.Purcell@qscores.com

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.

http://www.usatoday.com/sports/basketball/nba/story/2012-02-14/Lin-carrying-Knicks-and-creating-a-14-million-brand/53092494/1

Which Super Bowl team wins social media? See which Giants or Patriots personality is getting the most buzz!

by Henry Schafer

Click on the link below to read the ESPN.com story about which Super Bowl team and personalities are receiving the most online chatter.

http://espn.go.com/blog/sportsbusiness/post/_/id/326/lets-test-your-super-bowl-knowledge

Kardashian vs. The Gap - Bet on The Gap!

by Steven Levitt

Click on the link below to read the Fox News.com story about her "tarnished reputation" lawsuit against The Gap.

http://www.foxnews.com/entertainment/2012/01/20/kardashian-lawsuit-saying-gap-tarnished-their-reputation-will-be-hard-to-win/

Q Scores and General Sentiment Announce the Launch of the Social TV Audience Reaction (STAR) Monitor

General Sentiment’s Trusted Analytics and Emotional Bonding Q Scores Offer a New Industry Standard in Social TV Monitoring

JERICHO, NY, October 7, 2011 – General Sentiment (GS) and The Q Scores Company today launched their Social TV Audience Reaction (STAR) Monitor, which provides comprehensive daily monitoring of every prime-time show across the broadcast universe and insight into online discussion and the emotional attachment between viewers and these shows.

Emotional Bonding Q scores and General Sentiment’s online discussion analytics offer metrics that quantify discussion levels, emotional attribution and commitment strength among viewers. The GSQ STAR Monitor delivers competitive insight by assessing the audience’s reactions to all shows that air new episodes on the same night.

The report combines General Sentiment’s online Volume and Involvement metrics, which provide the daily emotional reaction, with Q Scores’ nationally representative measures of ongoing audience devotion to determine program commitment and staying power. It is built upon a two-day trailing model that captures and takes into account viewer data for those using online media and DVR equipment for delayed program viewing. Daily tracking of prime-time shows in this manner provides a unique approach for networks, advertisers and media buyers to analyze which shows have the most committed audience and thereby gain valuable competitive insight.

“Tracking online conversations is the first step in the social TV monitoring process,” said Greg Artzt, CEO of General Sentiment. “But determining the audience’s emotional reaction in addition to the audience’s long-term commitment is necessary in order to get a more meaningful picture of a show’s success. The GSQ STAR Monitor offers the comprehensive data necessary for networks to make sound decisions around their programming. It also provides the data essential to help brands determine where best to invest their advertising dollars.”

The GSQ STAR Monitor is the new industry standard in social TV monitoring. The report is an enhanced version of the TV Audience Evaluation Reports (TVAERs) that GS and Q Scores developed last year to provide insight into audience involvement and emotional reaction, and it complements GS’s newly released TV Brand Match product, which offers data on the suitability of advertisers. When used together, these three tools complete the media buying equation.

“The GSQ STAR Monitor is a real-time version of the TVAER we launched last year with the addition of more bells and whistles,” said Henry Schafer, executive vice president of The Q Scores Company. “Audience involvement continues to be key, and emotional commitment is crucial in social TV monitoring. Rather than reporting to the industry on a weekly basis, we can now generate a daily analysis, which provides an even more accurate picture of a show’s success or failure to engage and hold onto its audience over time.”

General Sentiment and Q Scores launched the TV Audience Evaluation Reports (TVAER) last September, and in August of this year, General Sentiment released its cutting-edge TV Brand Match technology. The launch of the GSQ STAR Monitor is an addition to an already robust suite of TV monitoring services offered by General Sentiment and Q Scores.

For more information on the General Sentiment and Q Scores GSQ STAR Monitor, go to:

www.generalsentiment.com/mvreport/gsq-star-monitor-report.html

About General Sentiment

General Sentiment is a social media monitoring and analytics company delivering insights that change the way brands make product and marketing decisions. Fueled by large-scale natural language processing and text analytics developed over the course of seven years of university research, General Sentiment monitors and interprets online conversations, discovering actionable social insights for its clients.

General Sentiment is a trusted source of industry intelligence, offering quarterly reports which rank and analyze brands across various sectors. It also provides a dashboard, an API and a custom reporting service, all of which allow corporate executives to comprehensively understand brand perception, identify trending topics in specific industries and optimize the effectiveness of marketing campaigns.

For more information, visit www.generalsentiment.com.

You Can't Be Angry With The Angry Birds' Q Scores

by Steven Levitt

In the just completed Summer 2011 Kids & Teens Brand Q study, Angry Birds ranked within the top ten percent of all brands rated by children 9-11 years of age. It ranked #10 among 9-11 aged boys and #13 among girls of the same age.

The highest Q Score among children 6-11 is Wii while iPod achieves the highest Q Score among teenagers 12-17. Q Scores reflect the degree of brand enthusiasm among those youngsters who are familiar with a brand.

The adult version of this study (Brand Attachment Q) begins at the end of October.

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.