The unique analysis, which is conducted by independent brand researcher Brand Keys, assesses the degree to which trust plays a role in valuing news brands. Since Brand Keys began tracking it for MediaPost in 2018, it has looked at both print and TV news brands, and has also tracked the President within that.
In light of the COVID-19 pandemic, Brand Keys moved up its semi-annual survey to May from August to see how it was impacting each subject, and not surprisingly, the President's trust score contribution fell to the lowest level since Brand Keys began tracking it: just 12%, from a high of 33% in February 2019.
Biden's debut score, meanwhile, comes in at 43%, which while significantly ahead of the incumbent, lags the major TV news networks by a considerable margin, possibly because he has been low-profile during the pandemic, or because the TV news attention he has gotten is related to an alleged sexual abuse.
The major TV network news brands, meanwhile, continue to yield high relative contributions from trust, especially MSNBC, which moved into the top position in the most recent surveys and expanded its margin slightly this period.