How Are Q Scores Calculated?

Kristian Dowling / Getty Images
Kristian Dowling / Getty Images

When celebrities go off the deep end, we’ll hear folks say they've “damaged their Q rating.” What does that really mean? What is a Q Score in the first place? Let’s take a look at the mysterious numbers.

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.

Any oddball firsts on the list of Q Scores?

Definitely. In August 2000 IBM announced that its chess-playing supercomputer Deep Blue had become the first computer to earn a Q Score. Interestingly, Deep Blue was still on the national radar even three years after the computer’s highly publicized victory over chess Grandmaster Gary Kasparov. IBM’s press release announcing the score revealed that Deep Blue had earned a Q Score of 9, which put the computer in the same league as Larry King, Carmen Electra, Howard Stern, and Carson Daly. (Since we know you were wondering – that figure also put Deep Blue a tick ahead of Gilbert Gottfried and Count Chocula.)

Even better for IBM, Deep Blue’s score put the computer well ahead of the 6 rating earned by Oracle CEO Larry Ellison and Sun Microsystems co-found Scott McNealy.

Who else has a particularly high Q Score?

CNN’s coverage of Deep Blue’s pioneering Q Score in 2000 listed a few other people and characters with particularly high ratings. At the time, Albert Einstein boasted a stout 56, Mickey Mouse was good for a 44, and Elvis’ Q Score was a decidedly not-dead 33.

What’s the best way to crater your Q Score?

Ask LeBron James. After the basketball star announced he was leaving Cleveland for Miami in his televised “The Decision” special last summer, his Q Score plummeted from 24 to 14. The good news for LeBron is that his Q Score has recovered slightly; reports from last month indicated that his score had crept its way back up to 17.

Why is Friday the 13th Considered Unlucky?

iStock
iStock

Today, people around the globe will feel uneasy about getting out of bed, leaving their homes, or going about their normal daily routines, all because of a superstition. These unfortunate folks suffer from paraskavedekatriaphobia, a common neurosis familiar to us all: the fear of Friday the 13th. But just where did this superstitious association come from, and how did it catch on?

The truth is that no one is absolutely sure where the idea that Friday the 13th is unlucky originated. Donald Dossey, the founder of the Stress Management Center and Phobia Institute in Asheville, North Carolina, suspects the fear can be traced back to a Norse myth about 12 gods who had a dinner at Valhalla—the fabled hall where legendary Norse heroes feasted for eternity after they died—that was interrupted by a 13th guest, the evil and mischievous god Loki.

According to legend, Loki tricked Höðr (the blind god of winter and son of Odin, the supreme god in Norse mythology) into shooting his brother Baldr (the benevolent god of summer who was also a son of Odin) with a magical spear tipped with mistletoe—the only substance that could defeat him. Thus the number 13 was branded as unlucky because of the ominous period of mourning following the loss of such powerful gods by this unwanted 13th guest.

For whatever reason, among many cultures, the number 12 emerged throughout history as a "complete" number: There are 12 months in a year, 12 signs of the zodiac, 12 Gods of Olympus, 12 sons of Odin, 12 labors of Hercules, 12 Jyotirlingas or Hindu shrines where Shiva is worshipped, 12 successors of Muhammad in Shia Islam, and 12 tribes of Israel. In Christianity, Jesus was betrayed by one of his 12 Apostles—Judas—who was the 13th guest to arrive for the Last Supper. Surpassing the number 12 ostensibly unbalances the ideal nature of things; because it is seen as irregular and disrespectful of a sense of perfection, the number 13 bears the stigma of misfortune and bad luck we know today.

WHY FRIDAY?

Friday joins in the mix mostly because all of the early accounts of Jesus’s crucifixion agree that it took place on Friday—the standard day for crucifixions in Rome. As Chaucer noted in The Canterbury Tales, "And on a Friday fell all this mischance." Yet perpetuating Friday as an unlucky day in America came from the late 19th-century American tradition of holding all executions on Fridays; Friday the 13th became the unluckiest of days simply because it combined two distinct superstitions into one. According to the Oxford University Press Dictionary of Superstitions, the first reference to Friday the 13th itself wasn’t until 1913. (So despite actually occurring on Friday, October 13, 1307, the popular notion that the Friday the 13th stigma comes from the date on which the famed order of the Knights Templar were wiped out by King Philip of France is just a coincidence.)

The repercussions of these phobias reverberated through American culture, particularly in the 20th century. Most skyscrapers and hotels lack a 13th floor, which specifically comes from the tendency in the early 1900s for buildings in New York City to omit the unlucky number (though the Empire State Building has a 13th floor). Some street addresses also skip from 12 to 14, while airports may skip the 13th gate. Allegedly, the popular Friday the 13th films were so-named just to cash in on this menacing date recognition, not because the filmmakers actually believed the date to be unlucky.

So, is Friday the 13th actually unlucky? Despite centuries of superstitious behavior, it largely seems like psychological mumbo jumbo. One 1993 study seemed to reveal that, statistically speaking, Friday the 13th is unlucky, but the study's authors told LiveScience that though the data was accurate, "the paper was just a bit of fun and not to be taken seriously." Other studies have shown no correlation between things like increased accidents or injuries and Friday the 13th.

And Friday the 13th isn't a big deal in other cultures, which have their own unlucky days: Greeks and Spanish-speaking countries consider Tuesday the 13th to be the unluckiest day, while Italians steer clear of Friday the 17th. So today, try to rest a little easy—Friday the 13th may not be so unlucky after all.

Additional Source: 13: The Story of the World’s Most Popular Superstition.

Have you got a Big Question you'd like us to answer? If so, let us know by emailing us at bigquestions@mentalfloss.com.

Does the Full Moon Really Make People Act Crazy?

iStock.com/voraorn
iStock.com/voraorn

Along with Mercury in retrograde, the full moon is a pretty popular scapegoat for bad luck and bizarre behavior. Encounter someone acting strangely? Blame it on the lunar phases! It's said that crime rates increase and emergency rooms are much busier during the full moon (though a 2004 study debunked this claim). Plus, there's that whole werewolf thing. Why would this be? The reasoning is that the moon, which affects the ocean's tides, probably exerts a similar effect on us, because the human body is made mostly of water.

This belief that the moon influences behavior is so widely held—reportedly, even 80 percent of nurses and 64 percent of doctors think it's true, according to a 1987 paper published in the Journal of Emergency Medicine [PDF]—that in 2012 a team of researchers at Université Laval's School of Psychology in Canada decided to find out if mental illness and the phases of the moon are linked [PDF].

To test the theory, the researchers evaluated 771 patients who visited emergency rooms at two hospitals in Montreal between March 2005 and April 2008. The patients chosen complained of chest pains, which doctors could not determine a medical cause for the pains. Many of the patients suffered from panic attacks, anxiety and mood disorders, or suicidal thoughts.

When the researchers compared the time of the visits to the phases of the moon, they found that there was no link between the incidence of psychological problems and the four lunar phases, with one exception: in the last lunar quarter, anxiety disorders were 32 percent less frequent. "This may be coincidental or due to factors we did not take into account," Dr. Geneviève Belleville, who directed the team of researchers, said. "But one thing is certain: we observed no full-moon or new-moon effect on psychological problems."

So rest easy (or maybe not): If people seem to act crazy during the full moon, their behavior is likely pretty similar during the rest of the lunar cycle as well.

Have you got a Big Question you'd like us to answer? If so, let us know by emailing us at bigquestions@mentalfloss.com.

SECTIONS

arrow
LIVE SMARTER