While the trust Americans hold in the major television news brands has generally trended downward following the U.S. presidential election, trust in the winner of that election -- President Joe Biden -- has surged to the highest point since being tracked by consumer research firm Brand Keys for MediaPost.
The findings of this special Media Brands Trust Tracking Survey, are derived from Brand Key's periodic Emotional Engagement Brand Analysis and are based on the perceptions of thousands of American adults each wave.
The analysis shows the contribution "trust" plays in Biden's brand has surged to 61% in February from 49% in August 2020, and 43% in May 2020, when Brand Keys first benchmarked his brand.
While trust in Biden's brand is strongest among Democrats, it has been rising for all political affiliations: up 9% to 92% for Democrats; up 20% to 64% for Independents; and up 8% to 27% for Republicans.
The study also asked Americans to rank their primary concerns contributing to trust and found the storming of the U.S. Capitol ranked highest, followed by he COVID-19 vaccine rollout, the economic stimulus program, re-openings, the former President's second impeachment trial, and the 2020 election.