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The recognized industry standard for measuring consumer appeal of personalities, characters, licensed properties, programs and brands.
To request a quote for a data purchase or inquire about our database for characters and licensed properties, please take a moment to review the basics of our approach. To see an example of a demographic profile report, click here. To see an example of a target consumer ranking report, click here.

This unique database contains sports personalities rated by sports fans, which helps to determine the targeted audience attraction of both active and retired personalities, including extreme athletes, coaches, managers, broadcasters and more. In addition, 40 sports/activities are rated to track their year-to-year appeal, with available demographic profiles and sports fans rankings.

Our data enable clients to make informed decisions about a specific personality’s demographic appeal and/or examine the field of possible alternatives among sports fans in general, or among fans of specific sports. Since we also measure many of these sports personalities among the general population, our databases provide valuable insight into the ability of a sports personality to transcend his or her sport, helping to determine their marketing versatility. 

Our Sports Q study is fielded every year in March and measures approximately 500 sports personalities, as well as additional questions dealing with interest in a wide variety of sports and activities. Questionnaires are completed by a nationally representative sample of 2,000 teen (12-17) and adult (18-64) sports fans. Sports Q data trends date back to 1990.

Data on sports personalities may be purchased in the following forms:

    Full Study - All available data are included in the full study subscription.

    Individual Demographic Profile - Demographic data on one or more sports personalities is tabulated by: age, age within sex, income, geographic regions, Nielsen county size, education, occupation, race and Hispanic ethnicity.

    Ranking Report - All sports personalities are ranked by their Q Scores among a standard demographic target (e.g. adults 25-54) or by a custom definition of the target audience (e.g. males 40-64 with incomes of $75,000+).

    Custom Tabulations - Beyond demographics other information can be accessed from our database such as home ownership, cable households, computer users and dog or cat ownership. Thus, for example, a ranking of sports personality appeal can be tabulated among “apartment dwelling cat owners” or “HBO subscribers”.

In our QScores databases
  Performer Q for living personalities
  Character Q for characters and licensed properties
  Sports Q for all types of sports personalities and sports
  Dead Q for deceased personalities
  Brand Attachment Q for consumer equity among adult 18+
  Kids and Moms Brand Q to see if their perceptions agree
  Hispanic Performer Q for personality appeal among U.S. Hisponic consumers
  TVQ/Cable Q for viewer loyalty and commitment to programs and networks
Q Scores in the media, blogs and beyond
The Value of Celebrity Endorsements
Hispanic Performer Q: Celebrity Appeal among U.S. Latino Consumers
New 'Dead Q Study' Now Available - Assessing The Value Of Deceased Celebrities
Q Scores Insights
Our various Q Scores services provide a robust and high quality resource for helping our clients find the most compatible personalities to serve as influencers, ambassadors and advocates for their brands.  

In order to maintain the industry’s most comprehensive coverage of available media and entertainment platforms, we have increased our efforts for tracking personalities in the growing categories of streaming video (Netflix, Amazon, hulu, etc.) and social media (YouTube, Vine, etc.). Current consumer awareness and appeal is profiled across a variety of demographic segments (age, gender, race, ethnicity, region, income, etc.) as well as among network viewers and social media users.

Our custom designed Spokesperson Evaluation studies is an additional and more in-depth approach for finding the personality with the “right fit” for a brand based on consumer appeal, image, believability and appropriateness.  

For more details, click on any of the following services: Performer Q, Sports Q, Hispanic Q, Dead Q, Spokesperson Evaluations.

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