The Q Scores Company Reports Viewer Commitment to Cable Series as Strong or Stronger than Broadcast TV

New Metric Rates Programs` Ability to Satisfy and Retain Viewers

Manhasset, NY, January 21, 2009 - Today`s television viewing environment is constantly changing with a never-ending array of viewing platforms. Americans can access their favorite TV shows from virtually anywhere, at any time, and with a variety of media devices. Consequently, traditional ratings do not reveal the true "inherent appeal" of a show. A new metric from leading market research company Marketing Evaluations, Inc., The Q Scores Company, called Emotional Bonding Q, evaluates the strength of the emotional connection that viewers have with cable and broadcast series.

Recent Cable Q and TVQ studies reveal that viewer commitment for cable is as strong, or stronger, than for broadcast series. According to Emotional Bonding Q scores, the top "scripted series" on cable among women 18-49 is Showtime`s "Dexter", while the top rated broadcast series is ABC`s "Grey`s Anatomy."

"Scheduling and time period constraints are a thing of the past, as many viewers are their own programmers now," says Henry Schafer, executive vice president of Marketing Evaluations, Inc., The Q Scores Company. He adds, "This viewing flexibility has created more quality time for developing emotional connections with specific programs."

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 new metric reveals that audience size and time slot are clearly not as important for viewer commitment as is the quality of the program, and its ability to create an emotional connection with viewers.

Top 10 "Scripted Series" Among Females 18-49

Cable versus Broadcast Programs

Ranked by Emotional Bonding Q

Average = 100 Index

According to Emotional Bonding Q, Lifetime`s "Army Wives" achieves the same strong viewer commitment as ABC`s mega-hit "Desperate Housewives," with a score of 142 and 141, respectively.  On the broadcast side, CW`s "Privileged" and NBC`s "Lipstick Jungle" are other examples of how a lower rated show can create equally strong emotional bonds with a key audience.  Advertisers and media buyers can use this information to stretch their ad dollars with more frequency and impact.

Schafer concludes, "A program doesn`t have to be a higher Nielsen-rated series to generate strong emotional connections with its audience.  Our new metric 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.

About Marketing Evaluations, Inc., The Q Scores Company
Since 1963, Q Scores have been the industry standard for measuring familiarity and appeal of performers, broadcast and cable programs, sports and sports personalities, company and brand names, characters and licensed properties. Based on its “one of my favorites” concept, Q Scores actually summarizes the various perceptions and feelings that consumers have, into a single, but revealing, “likeability” measurement. For more information, contact us or visit http://www.qscores.com.

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