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New research from Marketing Evaluations Inc., creators of the Q ratings, shows just how important engagement scores - a metric that some buyers consider as an important element in purchasing TV time - may actually be. According to data from the creators of the Q ratings, some of the highest rated shows are less engaging to viewers than their ratings would lead people to believe.
The Q ratings have long been used by TV networks to program their schedules, based on the popularity and familiarity shows and actors have with viewers, writes MediaPost. But the Q data also offers Impact Q Scores, which are being used by some agencies as an alternative to engagement. Those scores are showing some surprising data. For example, the Impact Q Scores show that programs such as Desperate Housewives, known to be a favorite based on Nielsen data, may not actually be as popular as it has been thought.
The show falls out of the top 10 to No. 11 based on Marketing Evaluations’s impact scores, while NBC’s ER, which ranks near the top of Nielsen’s ratings, is only 16th in Marketing Evaluations’ database.
According to Marketing Evaluations, Q Scores are the industry standard for measuring familiarity and appeal of performers, characters, sports and sports personalities, broadcast and cable programs as well as company and brand names. Based on the “One of My Favorites” concept, Q Scores summarize the various perceptions and feelings that consumers have, into a single “likeability” measurement.
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