The Q Scores Company Reports Fans of CBS’ “Survivor” Franchise Have the Strongest Emotional Connection of Any Prime-Time Series Returning This Fall
Compelling Dramatic Formats Account for “Survivor’s” Appeal
MANHASSET, N.Y.--(BUSINESS WIRE)--As American television viewers gear up for the new fall prime-time season, major broadcast networks will be anticipating whether its returning programs will pull ahead of competitors or fall flat. For the series that will anchor prime-time schedules this fall, two lingering questions remain: 1) Is the show coming back with enough viewer momentum, and 2) Will the strength of last season’s commitment keep viewers tuned-in on a regular basis? New data from leading market research company Marketing Evaluations, Inc., The Q Scores Company, reveals a unique way of measuring viewer loyalty and the ongoing commitment to a program. The latest TVQ results indicate that fans of the “Survivor” franchise have the strongest emotional attachment of any returning series going into the fall 2008 season.
“‘Survivor’s’ unusually long run is a direct result of its ability to stay fresh with relatable participants; generating strong loyalty and a high commitment to viewership going into the fall. That’s a winning recipe for long-term legs.”
“What we are seeing is that viewers feel emotionally connected to the ‘Survivor’ franchise, due to its similarity to scripted dramas with compelling stories,” says Henry Schafer, executive vice president of Marketing Evaluations, Inc., The Q Scores Company. He adds, “‘Survivor’s’ unusually long run is a direct result of its ability to stay fresh with relatable participants; generating strong loyalty and a high commitment to viewership going into the fall. That’s a winning recipe for long-term legs.”
Impact Q (“IQ Index”)
Q Scores data is 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 capacity to satisfy key viewers during the season. The higher the index the stronger the satisfaction level.
Emotional Attachment Index
The “Emotional Attachment Index” is a new measurement added during this past season, which indicates the commitment that key viewers have to continue watching a show into the future. The higher the index the stronger the emotional attachment going into the new television season.
Top 20 Prime-Time Shows Coming Back for Fall 2008
Among Adults 18-49
Ranked by "Emotional Attachment"
(Average = 100 Index)
|NETWORK||ADULTS 18-49 SEASON-TO-DATE AVERAGES||EMOTIONAL ATTACHMENT||IQ|
|CBS *||SURVIVOR: MICRONESIA||177||157|
|CBS *||CSI: CRIME SCENE INVESTIGATION||147||175|
|CBS *||SURVIVOR: CHINA||145||147|
|ABC ****||GREY'S ANATOMY||142||160|
|CBS *||CRIMINAL MINDS||138||151|
|NBC **||NBC SUNDAY NIGHT FOOTBALL||132||114|
|ABC ****||DESPERATE HOUSEWIVES||130||142|
|CBS *||THE UNIT||128||140|
|CBS *||GHOST WHISPERER||127||137|
|CBS *||WITHOUT A TRACE||125||139|
|NBC **||LAW & ORDER: SPECIAL VICTIMS UNIT||124||147|
|ABC ****||BROTHERS & SISTERS||124||130|
|NBC **||THE OFFICE||123||151|
|FOX ***||PRISON BREAK||122||137|
|Note: Data as of pre-Olympics; Asterisks illustrate how many shows in the top 20 each major network has slotted for the fall 2008 season.|
Among the top 20 programs going into the fall 2008 season is NBC’s “Life.” While its IQ Index is only 95 for viewer loyalty during the past season (just about average), its Emotional Attachment Index is 122, indicating a relatively strong commitment to continue watching the show this fall. This is a great example of how these data can be used to evaluate the potential that a “newer” program has for improving its viewer loyalty.
Another example is The CW’s “Supernatural;” a low Nielsen-rated show that has established a very strong commitment among its 18-49 year old viewership. The above-average IQ Indexes for this show indicates a cost-effective advertising environment and an excellent reason for bringing this show back.
Schafer concludes, “There are many ways to determine why some shows are more popular than others. We are getting to the core of what really drives America to connect with certain shows and the motivation is evident; we’re primarily driven by our emotions.”
TVQ data enable clients to make informed decisions about a program’s inherent appeal. The strength of a program is not always apparent in Nielsen ratings. Programs often succeed when their early TVQ scores predict on-air success, before the Nielsen ratings can catch up. Programs can achieve strong Nielsen ratings and not have strong appeal. The weak appeal is camouflaged by the scheduling effects of “lead-in” and “lead-out” programs. TVQ measures how much an audience likes the program and the ongoing strength of that emotional attachment.
TVQ studies are fielded nine times each season, starting in late-September and continuing throughout the year. Each program is rated by a nationally representative sample of 1,600 respondents, 13 years of age and older, with a separate weekend daytime report for children 6-12 years old.
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, as well as characters. 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. 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.