Database of Characters, Licensed Properties, etc.
Our database contains characters and licensed properties from TV, comics, movies, food products, media, video games, toys, entertainment venues/activities and other categories. These data enable our clients to make informed decisions about the demographic appeal of a specific licensed property or character and/or examine the field of possible alternatives.
Our Cartoon Q study rates 600 properties. Studies are fielded every six months in April and October. In addition, Cartoon Q data trends are available from earlier studies, dating back to 1983.
Studies are conducted by mail using a nationally representative sample of 1,800 kids (6-11), teens (12-17) and adults (18+) including mothers of children (2-5 and 6-11). Questionnaires are sent to panel members whose demographic characteristics match current census data. Each household member, 6 years of age and older, is asked to complete a separate, individual questionnaire. Although the total sample derived from this mailing is balanced and representative of the population on all key demographic criteria, the younger age groups are too small for analysis. Knowing this in advance, we supplement the basic sample with additional mailings to households having children between the ages of 6 and 11.
Total sample data are then weighted back to census criteria to ensure that the oversampling of children does not distort the total results. The oversampling of children does, however, provide sufficient sample size for examining the individual age and sex breakouts that appear on each demographic profile and in childrens’ ranking sections.
Alphabetic listings of properties in each study are available on request by fax or e-mail at no cost.
Data on characters and licensed properties may be purchased in the following forms:
Full Study - All available data are included in the full study subscription.
Individual Demographic Profile - Demographic data on one or more properties is tabulated by: age, age within sex, income, geographic regions, Nielsen county size, education, occupation, race and Hispanic ethnicity, as well as video game, home computer, and CD-ROM ownership.
Ranking Report - All 600 properties are ranked by their Q Scores by either standard demographic groups (e.g. kids 6-11) or by a custom definition of the target audience (e.g. females 18-49 with incomes of $75,000+).
Custom Tabulations - Beyond demographics, other information can be accessed from our database such as home ownership, cable households, and dog or cat ownership. Thus, for example, a ranking of property appeal can be tabulated among “apartment dwelling cat owners” or “HBO subscribers”.