Usage
The Q Score is a metric developed by Marketing Evaluations, Inc. that determines a "quotient" ("Q") factor or score through mail and online panelists who make up representative samples of the United States. The Q score identifies the familiarity of an athlete, celebrity, licensed property, TV show, or brand and measures the appeal of each among those persons familiar with each. Other popular synonyms include Q rating, Q factor, or simply Q.
The Q Score was developed in 1963. Other companies have since created other measures and metrics related to the likability, popularity, and appeal of athletes, celebrities, and brands. Q Scores are calculated for the population as a whole as well as by demographic groups such as age, sex, income or education level. Q Score respondents are given the following 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 score is determined by dividing the total percentage of respondents who answer A by the total percentage of respondents who are familiar with the person or item in question.
Marketing Evaluations claims that the Q Score is more valuable to marketers than other popularity measurements, such as the Nielsen ratings, because Q Scores indicate not only how many people are aware of or watch a TV show but also how those people feel about the TV show. A well-liked television show, for example, may be worth more as a commercial venue to an advertiser than a higher-rated show that people don’t like as much. High emotional bonding with a show means strong viewer involvement and audience attention, which are important indicators for the quality of the show's advertising environment. Viewers who regard the show as a "favorite" have higher awareness of the show's commercial content.
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