The Q Score is a measurement of the familiarity and appeal of a brand, company, celebrity, or television show. The higher the Q Score, the more highly regarded the item or person is among the group that is familiar with them. Q Scores and other variants are primarily used by the media, marketing, advertising and public relations industries.
Marketing Evaluations' Q Score keeps plugging along after more than 40 years of laying out what executive VP Henry Schafer likes to call "qualitative research." All of the broadcast networks except Fox subscribe to the Q Score, as do most cable networks and production companies, because "we tell our clients how much people like what they're watching," Schafer says. [...] the networks are starting to rely on the touchy-feely meter for development and retention purposes. Beyond measuring "TVQ" Marketing Evaluations has expanded into Performer Q, Product Q, Kids Product Q, Cartoon Q, Cable Q, Sports Q, and yes, Dead Q -- posthumous likeability.
The Q Scores are the only ones based on postal-mail surveys. Steven Levitt, president of Marketing Evaluations Inc., said this allows the firm to include questionnaires for children in envelopes, and then to screen those questionnaires to ensure the handwriting and answers differ from parents’.
There is a value associated with a famous individual, or institution, being linked with a product or service. […] This example is simpler with deceased celebrities as there is a fixed body or work. Various organizations provide rating/ranking services on such individuals. Perhaps the most well known os the Q Score, developed in 1963 by Marketing Evaluation, Inc. Every two years the commercial attractiveness of some 150 deceased celebrities is assessed by surveys conducted with a panel of U.S. consumer households, using a four level scoring system: very good, good, fair, and poor.
Basically, Q scores indicate how well-liked (or disliked, there are both positive and negative Q scores) a celebrity, brand name and so on, is. One of the interesting results from their surveys is that generally, when a celebrity dies, his or her positive Q score rises and the negative Q score falls. So people do indeed tend not to think ill of the dead.
A Q Score of 19 is the likability minimum. Actors like Tom Hanks consistently generate high Q Scores. Hank's average Q is 56. Bill Cosby has the highest Q SCore ever recorded, at 71. Woody Allen and Martha Stewart: low Q.
Q-ratings measure how many TV viewers or radio listeners are familiar with a given program and how many regard it as their favorite, Q-ratings also gauge a given person'a popularity based in how well viewers or listeners can recognize them.
Calculating the Q Score:
Each property is rated on the following scale: “One of My Favorites,” “Very Good," “Good," “Fair,” “Poor,” “Never Seen or Heard of Before.” The sum of the “One of My Favorites” through “Poor” scores is the “Total Familiar”. The “One of My Favorites” score is an absolute measure of appeal or popularity, as it is based on 100%. However, some properties are not very well known and would, therefore, have a low “Favorite” score. Thus, the Q Score is developed in order to provide another way of evaluating the appeal of a lesser known property.
Marketing Evaluations obtains Q Scores for over 1,700 public figures (entertainers, athletes, and other famous people) by mailing questionnaires to a representative national panel of 1,800 individuals. Participants are asked two straightforward questions for each public figure: (1) Have you heard of this person? (a measure of familiarity); and (2) If so, do you rate him or her poor, fair, good, very good, or one of your favorites? (a measure of popularity).
People with a high Q Score have string brand equity: they are well known and well liked. Marketers are looking fir celebrity's likability to rub off onto their brand and create an emotional bond with consumers. […] It's almost as if the celebrities with high Q Scores seem close to the person we seen in the bathroom mirror each morning. We see them as sharing our values and life experiences. We feel rapport with them, almost as if they are our friends. And the higher the Q Score, the higher the salaries stars get paid for movies or product endorsements.
A Q-rating, or quotient rating, is essentially a numerical value associated with celebrities involved in advertising. The purpose of the number is to represent potential celebrity success in marketing products. […] A New York-based firm called MArketing Evaluations/TvQ collects data to calculate and punish the Q-ratings commercially. The company evaluates approximately 1,500 celebrities (over 400 of whom are athletes) by sending out surveys to a representative sample of people each year.