"Cable Q measures the familiarity, overall appeal and viewing commitment for all major cable networks and regularly scheduled cable programs, in all scheduled dayparts, to determine targeted audience attraction."
Cable Q data enable our clients to make informed decisions about a cable network or program's inherent appeal. The strength of a network or program is not always apparent in Nielsen ratings. In light of the generally low viewing incidence for cable networks and programs, and the continuing fragmentation of the television audience, it is increasingly more difficult to differentiate the strength of cable networks and programs, based solely on the magnitude of their audience ratings.
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.
Cable Q is designed to add a unique attitudinal dimension to this discrimination process, by answering the critical question, "how much do viewers like and connect with the various cable networks and programs they watch?" These key measurements are true indicators of a cable network or program's intrinsic appeal and is a true indication of its strength, since it is obtained without regard to the influences of scheduling and competition.
Cable Q studies are conducted as follows:
- There are six Cable Q measurements taken during the calendar year.
- Each report is based on a nationally representative sample of 2,600 children, teens, and adults in cable or satellite households.
Four ways to obtain Cable Q data:
- Three year contract covering all six studies each year
- One year contract covering all six studies
- One complete report (selected from the six)
- Demographic profile data on one or more programs or networks