Two years into a unique tracking study measuring the role that viewers' trust has on the strength of their brands, the major network news organizations are approaching parity — and at relatively high levels.
The research and analysis, which has been conducted by Brand Keys since August of 2018, shows five networks — BBC, Fox News, MSNBC, ABC and CNN — tied with 90% of TV viewers attributing trust to the value of their brands. With the exception of Bloomberg (84%), the other major news networks are within a couple of points of 90%.
"That’s most clear with CNN, revising its format and approach about a year ago, and MSNBC, especially during the the impeachments," he continues. "News became more important to, well, everyone, and delivery became better, i.e., more trustworthy. You see that everyplace with the exception of Bloomberg, which is still regarded mostly as a financial expert."