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.

10 of the Most Popular Portable Bluetooth Speakers on Amazon

Altech/Bose/JBL/Amazon
Altech/Bose/JBL/Amazon

As convenient as smartphones and tablets are, they don’t necessarily offer the best sound quality. But a well-built portable speaker can fill that need. And whether you’re looking for a speaker to use in the shower or a device to take on a long camping trip, these bestselling models from Amazon have you covered.

1. OontZ Angle 3 Bluetooth Portable Speaker; $26-$30 (4.4 stars)

Oontz portable bluetooth speaker
Cambridge Soundworks/Amazon

Of the 57,000-plus reviews that users have left for this speaker on Amazon, 72 percent of them are five stars. So it should come as no surprise that this is currently the best-selling portable Bluetooth speaker on the site. It comes in eight different colors and can play for up to 14 hours straight after a full charge. Plus, it’s splash proof, making it a perfect speaker for the shower, beach, or pool.

Buy it: Amazon

2. JBL Charge 3 Waterproof Portable Bluetooth Speaker; $110 (4.6 stars)

JBL portable bluetooth speaker
JBL/Amazon

This nifty speaker can connect with up to three devices at one time, so you and your friends can take turns sharing your favorite music. Its built-in battery can play music for up to 20 hours, and it can even charge smartphones and tablets via USB.

Buy it: Amazon

3. Anker Soundcore Bluetooth Speaker; $25-$28 (4.6 stars)

Anker portable bluetooth speaker
Anker/Amazon

This speaker boasts 24-hour battery life and a strong Bluetooth connection within a 66-foot radius. It also comes with a built-in microphone so you can easily take calls over speakerphone.

Buy it: Amazon

4. Bose SoundLink Color Bluetooth Speaker; $129 (4.4 stars)

Bose portable bluetooth speaker
Bose/Amazon

Bose is well-known for building user-friendly products that offer excellent sound quality. This portable speaker lets you connect to the Bose app, which makes it easier to switch between devices and personalize your settings. It’s also water-resistant, making it durable enough to handle a day at the pool or beach.

Buy it: Amazon

5. DOSS Soundbox Touch Portable Wireless Bluetooth Speaker; $28-$33 (4.4 stars)

DOSS portable bluetooth speaker
DOSS/Amazon

This portable speaker features an elegant system of touch controls that lets you easily switch between three methods of playing audio—Bluetooth, Micro SD, or auxiliary input. It can play for up to 20 hours after a full charge.

Buy it: Amazon

6. Altec Lansing Mini Wireless Bluetooth Speaker; $15-$20 (4.3 stars)

Altec Lansing portable bluetooth speaker
Altec Lansing/Amazon

This lightweight speaker is built for the outdoors. With its certified IP67 rating—meaning that it’s fully waterproof, shockproof, and dust proof—it’s durable enough to withstand harsh environments. Plus, it comes with a carabiner that can attach to a backpack or belt loop.

Buy it: Amazon

7. Tribit XSound Go Bluetooth Speaker; $33-$38 (4.6 stars)

Tribit portable bluetooth speaker
Tribit/Amazon

Tribit’s portable Bluetooth speaker weighs less than a pound and is fully waterproof and resistant to scratches and drops. It also comes with a tear-resistant strap for easy transportation, and the rechargeable battery can handle up to 24 hours of continuous use after a full charge. In 2020, it was Wirecutter's pick as the best budget portable Bluetooth speaker on the market.

Buy it: Amazon

8. VicTsing SoundHot C6 Portable Bluetooth Speaker; $18 (4.3 stars)

VicTsing portable bluetooth speaker
VicTsing/Amazon

The SoundHot portable Bluetooth speaker is designed for convenience wherever you go. It comes with a detachable suction cup and a carabiner so you can keep it secure while you’re showering, kayaking, or hiking, to name just a few.

Buy it: Amazon

9. AOMAIS Sport II Portable Wireless Bluetooth Speaker; $30 (4.4 stars)

AOMAIS portable bluetooth speaker
AOMAIS/Amazon

This portable speaker is certified to handle deep waters and harsh weather, making it perfect for your next big adventure. It can play for up to 15 hours on a full charge and offers a stable Bluetooth connection within a 100-foot radius.

Buy it: Amazon

10. XLEADER SoundAngel Touch Bluetooth Speaker; $19-$23 (4.4 stars)

XLeader portable bluetooth speaker
XLEADER/Amazon

This stylish device is available in black, silver, gold, and rose gold. Plus, it’s equipped with Bluetooth 5.0, a more powerful technology that can pair with devices up to 800 feet away. The SoundAngel speaker itself isn’t water-resistant, but it comes with a waterproof case for protection in less-than-ideal conditions.

Buy it: Amazon

This article contains affiliate links to products selected by our editors. Mental Floss may receive a commission for purchases made through these links.

What Should You Do In the Unlikely Event You Meet An Alien?

If you ever find yourself in a Mac and Me-type situation, it's best to know what to do.
If you ever find yourself in a Mac and Me-type situation, it's best to know what to do.
Shout! Factory

What do you do if you encounter an alien? It’s obviously fairly unlikely, but nothing is impossible—after all, you can’t spell meet without ET. If there’s a stray dog in your backyard, there’s a set procedure to follow. But what if, rather than a mere hound, it’s a creature from another world?

“If you meet an alien in your backyard, my recommendation is to get out of town,” Seth Shostak, senior astronomer at the SETI Institute, an organization seeking to explore, understand, and explain the origin and nature of life in the universe, tells Mental Floss. “If they have the technology to come here, they’re so far beyond us that whatever they want to do, they're going to do. If they’re here to take over the planet, it’s going to be pretty hard to stop them.”

A creature from another planet lurking on your property means not only that there is intelligent life elsewhere, but that it is at a significantly more technologically advanced stage than humanity. A species with the ability to not only travel the enormous distances involved (the closest star to our sun, which does have some potentially life-supporting planets, is 4.2 light years away), but also land undetected in your flowerbed would simply have us outclassed.

As you flee, however, you might want to contact the emergency services. If, for instance, the alien is aflame—and given that we know nothing about what form such a creature might take, there’s no real reason it wouldn’t be—you might want to give the fire department a call, for example. Moving up a notch, the FBI and Department of Defense are frequently contacted with flying saucer sightings, as are the UK’s Royal Air Force and Ministry of Defence and, well, pretty much every other emergency service in every country. This is because there is no set protocol, no universally agreed-upon decree of exactly what to do in the event of a close encounter.

“As far as I know, there is no policy for that, because that would be like Neanderthals having a policy for if the U.S. military decided to take them on,” Shostak says. “If aliens were actually landing here, we could have whatever policy we wanted and it wouldn’t be likely to help much.”

A scene from E.T.
Universal Pictures Home Entertainment

Whatever Hollywood might tell us, the likelihood is that any contact we have with beings from another world will be limited to picking up a signal from deep space, rather than encountering the long fingers and warm heart of a charming 3-foot-tall alien rustling around in shrubbery. As luck would have it, there is a protocol for that; it's known as the Declaration of Principles Concerning Activities Following the Detection of Extraterrestrial Intelligence [PDF] and was put together by the International Academy of Astronautics with input from Shostak.

The protocols are also entirely voluntary, with no force of law behind them and nobody under any obligation to adhere to them. What if you don’t want to tell everybody? What if you fancy keeping information about life beyond Earth to yourself for a while? You’re the one talking to aliens, after all—surely you can make a few bucks out of the situation ...

As Shostak points out, this kind of thinking is unlikely to get you anywhere. Given the distances involved, and the power required to transmit information that far, you aren’t going to be in any kind of dialogue. Secondly, revealing that you have detected a transmission is useless without it being verified and studied—the process of which, by necessity, involves making that information available to the world. Thirdly, interpreting any alien message will be a mammoth task involving a lot of work from a lot of people, a task unlikely to ever reach a definitive conclusion. “It would depend on whether they were trying to make it easy,” Shostak says.

Anything you discovered would belong to humanity as a whole, as we collectively tried to figure out what the signal meant, both literally and existentially, knowing we are not alone in the universe. You’d get to be the first person to prove there was intelligent life beyond Earth, which might be mildly less exciting in the short term than getting attacked by a little green man while taking the trash out, but at least you’d live to tell the tale.