Q Score

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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. Q Score_sentence_0

The higher the Q Score, the more highly regarded the item or person is, among those who are aware of the subject. Q Score_sentence_1

Q Scores and other variants are primarily used by the advertising, marketing, media, and public relations industries. Q Score_sentence_2

Usage Q Score_section_0

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. Q Score_sentence_3

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. Q Score_sentence_4

Other popular synonyms include Q rating, Q factor, and simply Q. Q Score_sentence_5

The Q Score was developed in 1963 by Jack Landis and is owned by Marketing Evaluations, Inc, the company he founded in 1964. Q Score_sentence_6

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. Q Score_sentence_7

Q Score respondents are given choices for each person or item being surveyed: Q Score_sentence_8

Other companies have created alternative measures and metrics related to the likability, popularity, and appeal of athletes, brands, celebrities, entertainment offerings, or licensed properties. Q Score_sentence_9

Marketing Evaluations claims 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 show but also how those people feel about the entity being measured. Q Score_sentence_10

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. Q Score_sentence_11

Emotional bonding with a show means stronger viewer involvement and audience attention, which are very desirable to sponsors. Q Score_sentence_12

Viewers who regard the show as a "favorite" have higher awareness of the show's commercial content. Q Score_sentence_13

Forms Q Score_section_1

Marketing Evaluations regularly calculates Q Scores in eight categories: Q Score_sentence_14

Q Score_unordered_list_0

  • Brand Attachment Q rates brand and company namesQ Score_item_0_0
  • Cable Q rates cable television programsQ Score_item_0_1
  • Cartoon Q rates cartoon characters, video games, toys and similar productsQ Score_item_0_2
  • Dead Q rates the current popularity of deceased celebritiesQ Score_item_0_3
  • Kids Product Q rates children's responses to brand and company namesQ Score_item_0_4
  • Performer Q rates living celebritiesQ Score_item_0_5
  • Sports Q rates sports figuresQ Score_item_0_6
  • TVQ rates broadcast television programsQ Score_item_0_7

Cable Q and TVQ scores are calculated for all regularly scheduled broadcast and cable shows. Q Score_sentence_15

Other Q Scores are calculated to order for clients who want to research public perception of a brand or celebrity. Q Score_sentence_16

For example, in 2000, IBM hired Marketing Evaluations to calculate the Q Score for Deep Blue, the supercomputer that defeated chess Grandmaster Garry Kasparov. Q Score_sentence_17

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. Q Score_sentence_18

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. Q Score_sentence_19

Similar metrics Q Score_section_2

Q Score_unordered_list_1

  • Cloze.comQ Score_item_1_8
  • Commun.itQ Score_item_1_9
  • EngagioQ Score_item_1_10
  • KloutQ Score_item_1_11
  • PeerIndexQ Score_item_1_12


Credits to the contents of this page go to the authors of the corresponding Wikipedia page: en.wikipedia.org/wiki/Q Score.