Lower Nielsen-Rated Cable Series as Likely to Deliver Emotionally Connected Viewers as Their Broadcast Counterparts

Manhasset, NY, April 01, 2010 – Faced with countless viewing choices on a nightly basis and armed with the flexibility to watch shows on a variety of media platforms, the advertising value of today’s TV programs is better defined by its emotional connection with viewers than by merely counting heads.  According to a recently developed metric from leading market research company Marketing Evaluations, Inc., The Q Scores Company, called Emotional Bonding Q, viewers’ emotions are in high gear on the cable networks for a variety of first-run series, effectively competing with higher-rated series on the broadcast networks among both men and women in the key 18-49 demographic.

Leading the way among men 18-49 is “Burn Notice” and “White Collar” on USA, while “The Bad Girls Club” on Oxygen records the highest Emotional Bonding Q score among women 18-49.  First-run cable series dominate the top spots on both lists.  Rounding out the top 15 series for each demographic are:

Top 15 Regularly Scheduled Series        
Advertiser Supported Dramas, Situation Comedies and Reality Shows  
        
   MEN 18-49                            EBQ                      WOMEN 18-49                   EBQ             PROGRAM                    NET    INDEX                     PROGRAM                NET    INDEX
RANK                                                        RANK   
1 BURN NOTICE          USA       300              1       THE BAD GIRLS CL..OXY      321
2 WHITE COLLAR        USA       271              2       BURN NOTICE         USA      280
3 SANCTUARY            SYFY       222              3       GREY`S ANATOMY   ABC      232
4 PSYCH                     USA       203              4       SNAPPED                 OXY     230
5 THE BIG BANG TH..  CBS        194             5       SHERRI                     LIF      222
6 LEVERAGE               TNT        193              6       LOST                        ABC     205
7 LOST                        ABC       188             7       PRIVATE PRACTI...    ABC     200
8 TWO AND A HALF....CBS        188             8       FANTASIA FOR R...    VH1      197
9 CSI: CRIME SCEN..  CBS        176             9      TEEN MOM                 MTV     197
10 MONK                    USA        174           10       DESPERATE HOUS...  ABC    195
11 FRINGE                  FOX        171           11      THE BIG BANG TH...   CBS     195
12 NCIS                      CBS        171           12      SANCTUARY              SYFY    189
13 24                          FOX        165           13      CRIMINAL MINDS     CBS      184
14 CAPRICA               SYFY        164           14      HOUSE                      FOX     179
15 SMALLVILLE           CW         159           15      SURVIVOR: HERO...  CBS      179
        
Source:  Marketing Evaluations, Inc., The Q Scores Company / TVQ and Cable Q National Studies: 1st Qtr. 2010 
Note:  EBQ Index of 100 = Average       

Emotional Bonding Q
Emotional Bonding Q indicates the intensity of devotion to a specific program. The higher the index, the stronger the emotional commitment to future episodes. This revealing metric clearly demonstrates that audience size and time slot are not as important for viewer commitment as is the quality of the program, and its ability to create an emotional connection with viewers.

“Television is now dominated by the program-driven viewer who is committing to shows on cable with the same or even greater emotional intensity than we see for broadcast,” says Henry Schafer, executive vice president of Marketing Evaluations, Inc., The Q Scores Company.  He adds, “the Emotional Bonding Q metric is a valuable indicator for pinpointing shows with effective advertising environments especially lower Nielsen-rated shows, where the viewers are more attentive and more likely to stay in front of the screen during commercial breaks.”

About TVQ and Cable Q
TVQ and Cable Q studies are conducted throughout the calendar year on a monthly and bi-monthly basis, respectively.  Each study measures the regularly scheduled series on all of the major networks.  The studies are based on nationally representative samples of teens 13-17 and adults 18+, with each TVQ study based on 1,600 respondents and each Cable Q study based on 2,400 respondents.

About Marketing Evaluations, Inc., The Q Scores Company
Since 1963, Marketing Evaluations’ Q Scores have provided clients with data to aid in their marketing, advertising, licensing, and media efforts.  Q Scores are the industry standard for measuring familiarity and appeal of performers, broadcast and cable programs, sports and sports personalities, company and brand names, characters, as well as deceased performers.  Based on its “one of my favorites” concept, Q Scores actually summarize the various perceptions and feelings that consumers have, into a single, but revealing, “likeability” measurement.  Currently, there are eight Q Score services, including Performer Q, TVQ, Cable Q, Cartoon Q, Sports Q, Brand Attachment Q Product Q, Kids Product Q, and Dead Q.  For more information, contact us or visit http://www.qscores.com.

###