The Metrics Behind Successful Celebrity Marketing Selection

Q scores vs E Scores image (2)

There are strong consumer numbers not used enough to support successful celebrity selection.

Soliciting celebrities can be a daunting process. With such a hefty price tag, marketers look to sources like E-Score and Q-Scores to make data driven decisions on what celebrity to use.

This data isn’t free, which leaves brand marketers with a tough decision, which company to subscribe to?

Here’s an overview of two celebrity scores using very different criteria. Choosing one will help your brand select a celebrity who emotionally connects with your target audience.


Why it’s important

E-Scores are extremely responsive. Because E-Scores are updated weekly, marketers always have access to relevant information about the celebrity. They can also look at historical events in the celebrity’s career that may have affected their score.

E-Scores also allow marketers to understand which of the celebrity’s attributes resonate most with a target market.

What it is

E-scores are calculated based on the results of weekly email-based surveys.

The surveys include:

  • Split name and face awareness (50% of people surveyed are only given a photo of the celebrity’s face, the other 50% are only given the name)
  • 46 personality attributes to determine the drivers of appeal with positives/negatives
  • Demographic information on the respondents
  • Open-end responses for qualitative insight into appeal

The results include category averages to benchmark individuals against their peers. Personalities that are not in the database can be researched for $1250.

The E-Score database contains over 10,000 reports on 8000+ celebrities, athletes, and newsmakers.

Brief History

E-Poll Market Research, the company behind E-Scores, began in 1997. Founder Gerry Philpott, frustrated over the lack of compelling media research, developed a cost effective method of gathering data on celebrity perception.


Why It’s Important

Q-Scores were one of the first methods of numerically expressing the value of a celebrity to marketers. It started the trend of utilizing research to determine which stars would be the most effective for advertising campaigns, television shows, and feature films.

What it is

Q-Scores are calculated based on surveys sent by mail to a representative sample of the population twice a year.

The surveys include:

  • Respondents familiarity with a celebrity, and what their opinion of them is.

The options available are (A) one of their favorites, (B) very good, (C) good, (D) fair, and (E) poor.

  • Demographic information on the respondents

The ‘Q’ stands for quotient; the percentage of people who select option (A) divided by the percentage of respondents who are familiar with the celebrity multiplied by 100. This number is the Q-Score.

There are also Q-Scores for programs on broadcast stations and major cable networks. This information gives marketers the tools to make informed decisions based on a program’s inherent appeal, its ability to connect with key viewer segments, and its value as an advertising vehicle.

Brief History

Jack Landis began the service in 1963, under the company Marketing Evaluations Inc. Q-Scores have expanded to surveying consumers on fictional characters, newsmakers, and even dead celebrities.

photo credit: Wikimedia Commons


2 thoughts on “The Metrics Behind Successful Celebrity Marketing Selection

  1. Thanks for a quick clarification between the 2 metric services. A few more questions – (1) Sample Size of Both e-score vs. q-score as well as regional vs. national breakdown; (2) Does Q-Score give brand attribute ratings like E-Score; (3) Does E-Score give an indexed number at all like Q-Score? I am trying to understand the strengths and weaknesses of both research tools. Thanks for answering questions.

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