Q Score

Last updated

The Q Score (popularly known as Q-Rating) is a measurement of the familiarity and appeal of a brand, celebrity, company, or entertainment product (e.g., television show) used in the United States. The more highly regarded the item or person is, the higher the Q Score among those who are aware of the subject. Q Scores and other variants are primarily used by the advertising, marketing, media, and public relations industries.

Contents

Usage

The Q Score is a metric that determines a "quotient" ("Q") factor through mail and online panelists who make up representative samples of the population. The score identifies the familiarity of an athlete, brand, celebrity, poet, entertainment offering (e.g., television show), or licensed property, and measures the appeal of each among people familiar with the entity being measured. [1] Other popular synonyms include Q rating, Q factor, and simply Q. [2]

The Q Score was developed in 1963 by Jack Landis and is owned by Marketing Evaluations, Inc, [3] the company he founded in 1964. [2] Q Scores are calculated for the population as a whole as well as by demographic groups such as age, education level, gender, income, or marital status. [2]

Q Score respondents are given choices for each person or item being surveyed:

   A. One of my favorites.   B. Very Good   C. Good   D. Fair   E. Poor   F. Never heard of

The positive Q Score is calculated by counting how many respondents answered A divided by the number of respondents answering A-E, and calculating the percentage. [4] [5] (that is, multiplying the fraction by 100). Put another way,

Similarly, the negative Q Score is calculated by calculating the percentage of respondents who answered D or E relative to respondents who answered A to E. [6]

Other companies have created alternative measures and metrics related to the likability, popularity, and appeal of athletes, brands, celebrities, entertainment offerings, or licensed properties. Marketing Evaluations claims the Q Score is more valuable to marketers than other popularity measurements, [3] such as the Nielsen ratings, because Q Scores indicate not only how many people are aware of or watch a show but also how those people feel about the entity being measured. A well-liked television show, for example, may be worth more as a commercial vehicle to an advertiser than a higher-rated show that people don’t like as much. Emotional bonding with a show means stronger viewer involvement and audience attention, which are very desirable to sponsors. Viewers who regard the show as a "favorite" have higher awareness of the show's commercial content.[ citation needed ]

Forms

Marketing Evaluations regularly calculates Q Scores in eight categories: [7]

Cable Q and TVQ scores are calculated for all regularly scheduled broadcast and cable shows.

Other Q Scores are calculated to order for clients who want to research public perception of a brand or celebrity. For example, in 2000, IBM hired Marketing Evaluations to calculate the Q Score for Deep Blue, the supercomputer that defeated chess Grandmaster Garry Kasparov. Deep Blue’s Q Score was 9, meaning the computer was as familiar and appealing at the time as Carmen Electra, Howard Stern, and Bruce Wayne. In contrast, Albert Einstein’s Q Score at the time was 56, while Larry Ellison and Scott McNealy each received a Q Score of 6. [8] [9]

Similar metrics

Related Research Articles

<i>Match Game</i> American television game show

Match Game is an American television panel game show that premiered on NBC in 1962 and has been revived several times over the course of the last six decades. The game features contestants trying to match answers given by celebrity panelists to fill-in-the-blank questions. Beginning with the CBS run of the 1970s, the questions are often formed as humorous double entendres.

<span class="mw-page-title-main">Elo rating system</span> Method for calculating relative skill levels of players

The Elo rating system is a method for calculating the relative skill levels of players in zero-sum games such as chess or esports. It is named after its creator Arpad Elo, a Hungarian-American physics professor.

<i>Family Feud</i> American television game show

Family Feud is an American television game show created by Mark Goodson. Two families compete on each episode to name the most popular answers to survey questions in order to win cash and prizes.

<span class="mw-page-title-main">The WB</span> American television network (1995–2006)

The WB Television Network was an American television network launched on broadcast television on January 11, 1995, as a joint venture between the Warner Bros. Entertainment division of Time Warner and the Tribune Broadcasting subsidiary of the Tribune Company, with the former acting as controlling partner. The network aired programs targeting teenagers and young adults between the ages of 13 and 35, while its children's division, Kids' WB, targeted children between the ages of 4 and 12.

Questionnaire construction refers to the design of a questionnaire to gather statistically useful information about a given topic. When properly constructed and responsibly administered, questionnaires can provide valuable data about any given subject.

<span class="mw-page-title-main">Conjoint analysis</span> Survey-based statistical technique

Conjoint analysis is a survey-based statistical technique used in market research that helps determine how people value different attributes that make up an individual product or service.

A rating is an evaluation or assessment of something, in terms of quality, quantity, or some combination of both.

<span class="mw-page-title-main">Bravo (American TV network)</span> American pay television channel

Bravo is an American basic cable television network, launched on December 8, 1980. It is owned by the NBCUniversal Media Group division of Comcast's NBCUniversal. The channel originally focused on programming related to fine arts and film. Since the 2000s, its brand has focused heavily on reality series targeted at 25-to-54-year-old women and the LGBTQIA+ community at large.

Hey! Spring of Trivia is the name given by Spike TV to the show The Fountain of Trivia, a Japanese comedy game show on Fuji TV.

<span class="mw-page-title-main">Fan mail</span> Mail sent to a public figure by fans

Fan mail is mail sent to a public figure, especially a celebrity, by their admirers or "fans". In return for a fan's support and admiration, public figures may send an autographed poster, photo, reply letter, or note thanking their fans for their encouragement, gifts, and support. Fan mail sent to public figures can be through postal mail, email, social media, and other platforms that allow fans and users to communicate with their favorite public figures.

In advertising, a gross rating point (GRP) measures the size of an audience that an advertisement impacts. GRPs help answer how often "must someone see it before they can readily recall it" and "how many times" does it take before the desired outcome occurs.

Customer satisfaction is a term frequently used in marketing to evaluate customer experience. It is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals." Enhancing customer satisfaction and fostering customer loyalty are pivotal for businesses, given the significant importance of improving the balance between customer attitudes before and after the consumption process.

Celebrity branding or celebrity endorsement is a form of advertising campaign or marketing strategy which uses a celebrity's fame or social status to promote a product, brand or service, or to raise awareness about an issue. Marketers use celebrity endorsers in hopes that the positive image of the celebrity endorser will be passed on to the product's or brand's image. Non-profit organizations also use celebrities since a celebrity's frequent mass media coverage reaches a wider audience, thus making celebrities an effective ingredient in fundraising.

The Davie-Brown Index (DBI) is an independent index for brand marketers and agencies that quantifies consumer perceptions of more than 2,900 celebrities, including TV and film stars, musical artists, reality TV stars, news personalities, politicians, athletes, and business leaders.

Copy testing is a specialized field of marketing research, that determines an advertisement's effectiveness based on consumer responses, feedback, and behavior. Also known as pre-testing, it might address all media channels including television, print, radio, outdoor signage, internet, and social media.

<i>SpongeBob SquarePants</i> season 3 Season of television series

The third season of the American animated television series SpongeBob SquarePants, created by Stephen Hillenburg, aired on Nickelodeon from October 5, 2001, to October 11, 2004, and consists of 20 half-hour episodes. The series chronicles the exploits and adventures of the title character and his various friends in the fictional underwater city of Bikini Bottom. The season was executive produced by series creator Hillenburg, who also acted as the showrunner. Hillenburg halted production on the show to work on the 2004 film adaptation of the series, The SpongeBob SquarePants Movie. After production on the film, Hillenburg resigned from the show as its showrunner, and appointed staff writer, Paul Tibbitt, to overtake the position. Season three was originally set to be the final season of the series, with the film acting as a series finale, but its success prevented the series from ending, leading to a fourth season.

Jeopardy! is an American television game show created by Merv Griffin. The show is a quiz competition that reverses the traditional question-and-answer format of many quiz shows. Rather than being given questions, contestants are instead given general knowledge clues in the form of answers and they must identify the person, place, thing, or idea that the clue describes, phrasing each response in the form of a question.

Klout was a website and mobile app that used social media analytics to rate its users according to online social influence via the "Klout Score", which was a numerical value between 1 and 100. In determining the user score, Klout measured the size of a user's social media network and correlated the content created to measure how other users interact with that content. Klout launched in 2008.

<span class="mw-page-title-main">Social media and television</span> Emerging platforms

Social media and television have a number of connections and interrelationships that have led to the phenomenon of Social Television, which is an emerging communication digital technology that centers around real-time interactivity involving digital media displayed on television. The main idea behind Social Television is to make television consumption a more active content experience for audiences. In the 2010s, social media platforms and websites allowed for television shows to be accessed online on a range of desktop and mobile computer devices, smartphones and smart TVs that are still evolving today in the 2020s. Alongside this, online users can use social media websites to share digital video clips or excerpts from TV shows with fellow fans or even share an entire show online. Many social media websites enable users to post online comments on the programs—both negative and positive—in a variety of ways. Viewers can actively participate while watching a TV program by posting comments online, and have their interactions viewed and responded to in real time by other viewers. Technologies such as smartphones, tablets, and laptop computers allow viewers to watch downloaded digital files of TV shows or "stream" digital files of TV shows on a range of devices, both in the home and while on the go. In the 2020s, many television producers and broadcasters encourage active social media participation by viewers by posting "hashtags" on the TV screen during shows. These hashtags enable viewers to post online comments about the show, which may either be read by other social media users, or even, in some cases, displayed on the screen during the show.

<i>Celebrity Jeopardy!</i> (2022 game show) American television quiz show

Celebrity Jeopardy! is an American game show that consists of 13-episode tournaments - each played by 27 celebrities. Their winnings in the tournaments are donated to a charity of their choice.

References

  1. "Q rating definition". Merriam-Webster. Retrieved 19 September 2013.
  2. 1 2 3 Finkle, David (June 7, 1992). "TELEVISION; Q-Ratings: The Popularity Contest of the Stars". The New York Times. Retrieved 19 September 2013.
  3. 1 2 Bialik, Carl. "The Numbers Behind Modern Star Search". TheWall Street Journal. Retrieved 19 September 2013.
  4. Carl Bialik. "Lights, Camera, Calculator! The New Celebrity Math" (PDF). Wall Street Journal.
  5. Steiner, Brandon (2003). The Business Playbook . ISBN   9781891984969.
  6. Carl Bialik. "Lights, Camera, Calculator! The New Celebrity Math" (PDF). Wall Street Journal.
  7. Dempsey, John (30 November 2003). "You like me! You really like me!". Variety. Retrieved 19 September 2013.
  8. IBM. "Deep Blue's Q Score". Press release. Archived from the original on March 11, 2007.
  9. "Deep Blue's ranking". CNN. 2000.
  10. 1 2 3 Hall, Sharon Hurley (January 14, 2013). "3 Dashboard Tools That Measure Social Media Engagement". The Daily Egg.
  11. 1 2 3 Hall, Sharon Hurley (June 4, 2013). "Don't Like Klout? 12 Other Ways to Track Social Media Influence and Engagement". The Daily Egg.
  12. Perez, Sarah (February 5, 2013). "Influitive Acquires Social Inbox Startup Engagio To Aid In 'Advocate Marketing' Opportunities". TechCrunch.