"TVQ measures the familiarity, overall appeal and viewing commitment 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 and it's ability to connect with key viewer segments. We now have enhanced audience measures for determining the "true inherent strength" of a show. Our new metric, called Emotional Bonding Q, measures the intensity of the devotion viewers have to a specific cable and broadcast series. Scheduling and time period constraints are a thing of the past, as the new technologies have allowed many viewers to become their own programmers now. This viewing flexibility has created more quality time for developing emotional connections with specific programs. Emotional Bonding Q reveals that audience size and time slot are clearly not as important to the strength of viewer commitment as is the quality of the program, and its ability to create an emotional connection with viewers – as determined by likeability, viewing frequency and dedication to watching future episodes.

A program doesn’t have to be a higher Nielsen-rated series to generate strong emotional connections with its audience. Emotional Bonding Q reveals a cost-effective way to create strong advertising impact in today’s tough economic climate, as emotionally committed viewers are more frequently exposed to and more receptive to advertising.

TVQ studies are conducted as follows:

• Studies are fielded nine 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 nine studies each season
• One year contract covering nine studies
• One complete report (selected from the nine studies each season) 
• Demographic profile data on one or more programs

TVQ Program Type Categories

• Late Night Programs
• Network News Programs
• Prime Time 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 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.