"TVQ measures the familiarity and appeal of all regularly scheduled broadcast programs, in all scheduled dayparts, to determine targeted audience attraction."

TVQ data enable our clients to make informed decisions about a program's inherent appeal. The strength of a program is not always apparent in Nielsen ratings. Programs often succeed when their early TVQ Scores predict on-air success, before the Nielsen ratings can catch up.

Programs can achieve strong Nielsen ratings and not have strong appeal. The weak appeal is camouflaged by the "lead-in" and "lead-out" programs. TVQ measures how much an audience likes the programs.

TVQ studies are conducted as follows:

• Studies are fielded 9 times each season, starting in late September and continuing throughout the year.
• Each program is rated by a nationally representative sample of 1,600 respondents, thirteen years of age and older, with a separate weekend daytime report for children 6-12. 

Four ways to obtain TVQ data:

• Three year contract covering 9 studies each season
• One year contract covering 9 studies
• One complete report (selected from the 9 studies each season) 
• Demographic profile data on one or more programs

TVQ Program Type Categories

• Late Night Programs
• Network News Programs
• Primetime Programs
• Regular Sports Programs
• Syndicated Programs
• Weekday Daytime Programs
• Weekend Daytime Programs
  

Custom Television Research

A significant advantage of the TVQ research process is the availability of screened program viewers, for follow-up, customized, diagnostic surveys.

This service is very useful for achieving several research objectives. It is particularly cost-effective for programs that have low viewership or low incidence levels.
Viewers can be re-contacted by telephone or mail to conduct the following types of proprietary research studies:

Program Diagnostics: Evaluations of program elements, characters and storylines for improving the viewer appeal of future episodes, by uncovering the reasons for program attraction and rejection.

Concept Testing: Evaluate the appeal of new program concepts among specific viewer targets (e.g., regular comedy viewers, heavy viewers of dramas, female 18-49 reality show viewers, and the like).

Title Testing: Evaluate the appeal of various program titles based on concept descriptions.

Evaluating Scheduling Strategies: Diagnose a program's appeal in various time periods, in order to maximize its competitive strength.

Advertising/Promotion Campaign Effectiveness: Measure awareness and impact of "new season" and "in-season" campaigns, against the intended target audiences.