Viewer`s Connection to Programs are Just as Strong for Cable as Broadcast

Manhasset, NY, October 14, 2008 – There used to be a time in America`s television history when the idea of cable TV was nothing more than a medium for "niche" programming. While that is still true in many cases today, cable TV has proven to be a powerful competitor to the broadcast networks, when it comes to viewer loyalty and emotional bonding with specific programs. New data from leading market research company Marketing Evaluations, Inc., The Q Scores Company, reveals that the level of emotional connection fans display towards the Showtime hit, "Dexter," parallels the strength of emotional connection broadcast fans have for CBS` "Survivor" franchise. The latest Cable Q results indicate that for some cable programs, the level of emotionally bonded viewers can equal, or even surpass, the commitment to many broadcast programs.

"This is an amazing time in cable`s history to be able to run neck-and-neck with broadcast programming on important measures of viewer emotion," says Henry Schafer, executive vice president of Marketing Evaluations, Inc., The Q Scores Company. He adds, "Our new measurements of viewer loyalty and emotional bonding are showing us how much viewers really care about various shows, regardless of network."

Schafer continues, "These measures of ‘viewer passion` serve to distinguish the real difference between shows that may deliver the same size audience, but not the same quality audience. Programmers can now make more informed decisions about program compatibility and the potential strength of their schedules. Also, more cost-effective buying decisions can be made with programs that deliver high levels of passionate viewers, who tend to stay tuned-in during commercial breaks and have more exposure opportunities to advertised brands and services."

Impact Q "IQ Index"

Q Scores data are now enhanced with a new dimension for measuring viewer loyalty, called Impact Q or the "IQ Index." This measurement, based on likeability and viewing frequency, is an indicator of the program`s current capacity to satisfy key viewers. The higher the index the stronger the satisfaction level.

Emotional Bonding Index EBI

The "Emotional Bonding Index" is a new measurement which indicates the commitment that key viewers have to continue to watch a show. The higher the index the stronger the emotional commitment to future episodes.

Top 15 Cable First-Run Series Among Adults 18-49

Ranked by "Emotional Bonding"

Average = 100 Index

Schafer concludes, "Technology allows people to become their own programmers; blurring the lines between broadcast and cable. People can watch what, where, when, and how they want, creating a more flexible TV environment for developing emotional bonds with the programs. Our EBI and IQ scores for identifying viewer passion is must-have new knowledge for programmers, advertisers and media buyers/planners alike."

About Marketing Evaluations, Inc., The Q Scores Company

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, as well as characters and licensed properties. For more information, contact us or visit http://www.qscores.com.