Manhasset, NY, July 01, 2008 - Back in the 1980s, when families across America gathered together to watch the #1 prime-time TV hit, "The Cosby Show," Bill Cosby himself enjoyed another #1 hit; the top spot on the Q Scores list, which measures among other things, the familiarity and appeal of personalities. New data from leading market research company Marketing Evaluations, Inc., The Q Scores Company, reveals that since Cosby`s peak Q Score of 71 out of 100 in 1986, there has been no one before or since to reach that level of appeal across America. Tom Hanks is the only personality to come close with a peak Q Score of 61. Since 2001, when Hanks grabbed the torch for the top spot, no other personality has been able to close in on his level of popularity ever since.

"What we witnessed in the 80s with `The Cosby Show` is the perfect storm of great TV writing, a real likeable star in Bill Cosby, and wide audience appeal - the likes of which we probably will not see again," said Steve Levitt, president of Marketing Evaluations, Inc., The Q Scores Company. He adds, "We haven`t seen anybody in prime-time TV that has the potential to reach Cosby`s level. And with all the media options available today, it is nearly impossible to come close to the record-breaking performances of the past."

Stars on the Horizon

There is a group of celebrities currently near the top of the Q Scores list, coincidentally all movie actors; more consumers are familiar with film personalities than with prime-time TV personalities. Actors such as Adam Sandler, Will Smith, Johnny Depp, George Clooney, and Denzel Washington are all vying for Hanks` position.

Levitt says, "These actors are all well-liked, but not nearly in the same category as Tom Hanks, and none have the potential to reach Cosby`s 1986 level."

Q Scores Trends

About "Performer Q"

Performer Q studies are fielded every six months in January and July. Each study measures over 1,700 personalities, whose names and descriptions are submitted by full-study subscribing clients. Each personality is rated by a nationally representative sample of 1,800 children, teens and adults. Data are available from earlier studies, dating back to 1964.

Who is Steve Levitt?

Steve Levitt, president of Marketing Evaluations, Inc., The Q Scores Company, has tracked the familiarity and appeal of thousands of personalities, television and cable programs, sports figures, products and brand names, cartoon characters, as well as conducting custom research and spokesperson evaluations, for over 40 years. Levitt is recognized as an industry expert in analyzing these trends with his well-known Q Scores rating system; the only one of its kind.

About Marketing Evaluations, Inc., The Q Scores Company

Since 1963, Marketing Evaluationsí 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, as well as characters. Based on its ìone of my favoritesî concept, Q Scores actually summarizes the various perceptions and feelings that consumers have, into a single, but revealing, ìlikeabilityî 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.