On every NBA team, there is a "signature" player on the roster ( hopefully), and based on that players Q Score or the cumulative Q Scores of marketable players on that roster, networks make decisions on which games to broadcast. It simply offers more value to the network to gain advertising revenue if Kevin Durant is on national TV than Bradley Beal.
Ahead of Melo, in terms of Q Scores, should be Durant, LBJ, Tim Duncan, Stephen Curry, Dirk Nowitzki, James Harden, Kobe Bryant, Derrick Rose, Dwayne Wade, Damon Lillard, Blake Griffin, Dwight Howard and John Wall. Curry should have the highest right now, but that has some recency effect since the championship series.
In general, advertisers and corporations would rather bet on the marketability of other "signature" players on other rosters.
New York isn't the marketing factor here, Melo is.
Q Score
From Wikipedia, the free encyclopedia
The Q Score is a measurement of the familiarity and appeal of a brand, celebrity, company, or entertainment product (e.g., television show) used in the United States. The higher the Q Score, the more highly regarded the item or person is among the group familiar with them. Q Scores and other variants are primarily used by the advertising, marketing, media, and public relations industries.
The Q Score is a metric that determines a "quotient" ("Q") factor through mail and online panelists who make up representative samples of the population. The Q score identifies the familiarity of an athlete, brand, celebrity, entertainment offering (e.g., TV show), or licensed property, and measures the appeal of each among people familiar with the entity being measured.[1] Other popular synonyms include Q rating, Q factor, or simply Q.[2]
The Q Score was developed in 1963 by Jack Landis and is owned by Marketing Evaluations, Inc,[3] the company he founded in 1964.[2] Q Scores are calculated for the population as a whole as well as by demographic groups such as age, education level, gender, income, or marital status.[2]
Q Score respondents are given the following choices for each person or item being surveyed:
A. One of my favorites. B. Very Good C. Good D. Fair E. Poor F. Never heard of.
The score is calculated by dividing the percentage of respondents who answer A by the total percentage of respondents who are familiar with the subject (the sum of A through E) times 100.[citation needed]
Other companies have since created other measures and metrics related to the likability, popularity, and appeal of athletes, brands, celebrities, entertainment offerings, or licensed properties. Marketing Evaluations claims the Q Score is more valuable to marketers than other popularity measurements,[3] such as the Nielsen ratings, because Q Scores indicate not only how many people are aware of or watch a show but also how those people feel about the entity being measured. A well-liked television show, for example, may be worth more as a commercial venue to an advertiser than a higher-rated show that people don’t like as much. High emotional bonding with a show means strong viewer involvement and audience attention, which are important indicators for the quality of the show's advertising environment. Viewers who regard the show as a "favorite" have higher awareness of the show's commercial content
How are Q Scores calculated?
The methodology behind the mysterious ratings is actually fairly straightforward. Marketing Evaluations, Inc. polls a representative national sample about performers, brands, TV shows, or some other property. First, it asks respondents if they’ve heard of the performer or show. If a respondent has heard of the relevant entity, the survey asks if they would rate it poor, fair, good, very good, or one of their favorites.
From there, calculating the Q Score is just a quick bit of division. Divide the percentage of people who peg a performer or show as one of their favorites by the percentage of people who have heard of the entity in the first place, drop the decimal points, and you’ve got your Q Score.
For example, according to a 1992 New York Times story, Jaleel White – yep, Steve Urkel – was the day’s top dog when it came to Q Score, narrowly edging out incumbent champ Bill Cosby. While only 53 percent of all respondents were familiar with White, 26 percent of all respondents listed White as one of their favorite performers, which racked up a stout Q Score of 49.
What does the Q stand for?
This simple division is also what gives the score its name. The “Q” stands for “quotient.”
Why do networks and advertisers care so much about favorites?
For all the reasons you’d guess. The Q Scores website explains that consumers or viewers who are exposed to one of their favorite performers or personalities are more likely to be attentive, will have higher recall, and will retain a more positive image of the brand, product, or show in question.
Is there just one Q Score?
Not even close. Marketing Evaluations, Inc. maintains several different Q Score databases, including ones for personalities (both living and dead), sports personalities, characters and licensed properties, TV shows, and consumer brands. There’s also a Cartoon Q that polls a nationwide group of 1800 kids every six months. These databases can be further sorted by age, income level, and similar variables.
Who uses these numbers?
Advertisers and media execs pay big cash for access to the Q Score database. Apparently the numbers can really come in handy when it’s time to cast a new show or sign a new spokesperson.
