Article:
And The Most Trusted News Source In America Is...
by GfK
The American people have named PBS the most trusted and unbiased institution among nationally known organizations, the most trusted source of news and public affairs among broadcast and cable sources, and the most educational media brand for children ages 2-8 according to new national polls.
The research was conducted in December 2009 and January 2010 by the non-partisan, international research company GfK Roper Public Affairs & Media.
“In a media world where profits drive decisions, public media stands alone in its singular focus on the American public and not the bottom line. PBS does more to serve the needs of our modern democracy with trusted, independent journalism and does more to help children succeed than any other media enterprise. Today’s citizens — whether they watch on-air, online, on mobile devices or in the classroom — understand this fundamental difference that distinguishes PBS,” said Paula Kerger, PBS President and CEO.
This is the seventh consecutive year the public has named PBS the nation’s most-trusted institution. In the 2010 poll, 45 percent of respondents said they trust PBS more than any other nationally known organization. PBS ranked at the top in public trust among every age group, ethnicity, income and education level measured. Second in trust are “courts of law,” which are trusted a great deal by 26 percent.1 PBS ranks highest in importance among 58 percent of respondents when compared to commercial broadcast (43 percent respondents) and cable television (40 percent). 1
Additional highlights of the two national surveys include:
#1 for News and Public Affairs
- PBS remains the network with the most trusted news and public affairs programs, with 40 percent trusting its programs a “great deal.” Fox News Channel was second with 29 percent and CNN was third at 27 percent.1
- In an effort to measure bias, the survey concluded that 40 percent of Americans rated the news coverage, investigations and discussions of major issues on PBS programs as “mostly fair” (when asked to choose among “liberal,” “mostly fair” and “conservative”). NBC and ABC tied for second by 33 percent of the respondents, CNN (31 percent), NPR (29 percent), Fox News Channel (25 percent) and MSNBC (24 percent).1
- More than 75 percent of the public believes PBS addresses key news, public affairs and social issues “very/moderately” well, including providing access to arts and culture (88 percent); promoting understanding of science and technology (82 percent); providing access to a variety of viewpoints (78 percent); informing people about health issues (77 percent); and informing people about important political and social issues (76 percent).1
#1 in Children’s Media
- PBS KIDS earned the #1 ranking as the most educational media brand for children, receiving 21 percent of the top ratings from respondents. National Geographic Kids was second with 13 percent of respondents and Nick Jr. received five percent.2
- PBS KIDS remains the most essential source of children’s programming, with 67 percent of respondents stating that PBS’ children’s service is “very important,” compared to 49 percent for cable and 44 percent of commercial broadcast television.1
- Eighty-nine percent of respondents believe it is “very important” for PBS to provide children’s programming.2
Excellent Tax Dollar Value
- About 80 percent of respondents, across all age groups, ethnicity, income and education level measured, believe funding for PBS is money “well spent.” Respondents also found PBS an “excellent” use of tax dollars, second only to military defense and ahead of public schools.1
- A near majority of Americans believe the federal funding PBS receives is insufficient. When informed that public broadcasting receives 15 percent of its funding from the government, and that this amount translates to about one dollar per person per year of government support, 46 percent believe this amount is “too little,” 39 percent say it’s “about right” and only 11 percent state that it’s “too much.”1
PBS annually commissions this research to measure the organization’s performance and value as judged by its most important stakeholder — the American public. With local independent stations rooted in communities across the country, public media is unrivalled in its commitment to optimize the power and potential of media to strengthen our democracy, build stronger communities and improve lives. Full results are available at pbs.org/roperpoll2010.
Survey Methodology
[1] The survey included 1,002 participants, ages 25 or older, across the country and was conducted January 4-18, 2010.
[2] The findings are based on a survey among 1,006 American adults 18 or older between December 11-13, 2009.
-February 2010
This content was provided by GfK Custom Research North America. Visit their website at www.gfkamerica.com or read their blog.
Other content shared by GfK Custom Research North America
Successful CEM Requires True Customer-centricity... and Process Mapping can help you get there
by Steve Nelson, GfK
Customer Experience Management is truly customer-centric as it takes an outside-in approach, making the customer experience the center of focus rather than the company, product or service. GfK uses a tool called Process Mapping to align an organization around the customer experience and recommend internal changes. Read Article »
Global Environmental Concerns Growing
by Tim Kenyon, GfK Roper Consulting
GfK Roper Consulting announced highlights from its global and U.S. environmental studies ahead of the company’s 2008 Green Gauge report. The findings reveal that concerns over pollution and climate change are rising worldwide and people are looking first to their national governments to take the lead in eco-responsibility. Read Article »
Rewind, Pause, Forward: Lessons Learned From Previous Recessions
by Jennifer James, GfK Roper Consulting
The economic crisis has global impact, but has not been felt equally in all parts of the world. GfK Roper Consulting's Mood of the World 2009, reveals how shifts in consumer confidence and behaviors vary by market to support positioning, communications strategy and new product development in every region of the world. Read Article »
Green Gets Real: Current Economic Environment Subduing Green Enthusiasm But Driving Practical Action
by GfK
The GfK Roper Green Gauge study revealed that consumers are more aware of green issues and are also finding ways to save money while being green. This study identified six key segments based on consumer attitudes and behaviors. Read Article »
Nation Brands Index 2009: Brand America On the Rise
by GfK
The Nation Brands Index measures the global image of 50 countries. In 2009 America jumped up to number one - this article poses reasons as well as recommendations for the number one spot. Read Article »
The Evolution of Private Brands
by Ralph Blessing, EVP, GfK
Shopping studies demonstrate how private brands are gaining ground versus national brands. Consumers in recessionary times are more open to new brands and less attitudinally loyal. This paper shares 10 key considerations for retailers. Read Article »
Nation Brands Index 2008: Germany on Top, U.S. Seventh
by GfK
The way a country is perceived can make a critical difference to the success of its business, trade and tourism efforts, as well as its diplomatic and cultural relations with other nations. In their 2008 Global Highlights Report, Simon Anholt and GfK Roper Public Affairs & Media take you inside the most recent findings from the Anholt-GfK Roper Nation Brands Index. Read Article »
US Leadership in the World at Risk: Security, Environment Biggest Challenges for US Reputation
by GfK
The US ranks low among nations in regard to international peace, protecting the environment, and fighting world poverty. Learn more about these findings from a recent Nation Brands Index survey. Read Article »
Is Major League Baseball Doing Enough To Ban Steroid Use?
by GfK
A poll conducted by GfK-AP found that most Americans want tougher regulation and consequences for steroid use. Check out the poll results in this article. Read Article »
Where Will You Spend Your Summer Vacation? An AP-GfK Poll
by GfK
The recession has changed Americans' travel plans. This article shows poll results from an AP-GfK survey about summer vacations. Read Article »
Cell Phone and Landline Research
by GfK
Including cell phone samples with RDD landline samples in telephone surveys present many issues that researchers must consider. AP-GfK pollsters employed a telephone methodology that addressed concerns about coverage and non-response error. Read Article »
Top Green Trends for 2010
by GfK
This article describes four main themes that green marketers should use as guiding principles during this period of economic recovery. Read Article »
India: Consumers' Changing Relationship with Cooking
by GfK
It seems that traditional gender roles around food are changing in the sub-continent. Read Article »
National Study Shows Reverse in Decade-Long Declines in Teen Abuse of Drugs and Alcohol
by GfK
Teenage use of drugs and alcohol has grown, marking a decade-long decline in substance abuse. This article shares insights on teenage trends and tips for talking to your teenager about drugs. Read Article »
Empowering Your Inner First Responder
by GfK
As Americans seek self-reliance, more is also required of them. Studies show that Americans have a growing sense of it being necessary to pitch in to help one's self and one's fellow citizens. Read Article »
Japan’s latest green innovations are right on trend
by GfK
An Eco Products Fair held in Tokyo demonstrated the high environmental engagement of Japanese consumers. Studies also show that global climate change is a top concern among the Japanese. Read Article »
Creating Actionable Segmentation: How You Can Harness the Power for Your Organization
by Lisa Gudding, GfK
This 2009 case study of oil giant BP describes the design and implementation of a global segmentation project. Read Article »
Four Steps Up Profits Using Customer Equity
by Ken Powaga, GfK
These four basic steps provide a comprehensive approach to customer management that achieves the end goal of retaining and growing profitable customers. Read Article »
Are Torture and Sonia Sotomayor Shared American Values?
by GfK
A poll from AP-GfK found that Americans believe torture is sometimes justified. The report also shared findings on Supreme Court nominees and the general perception of the direction of the country. Read Article »
Women's Views on Economics & Globalization
by GfK
Surveys released in June 2008 provide a valuable look at the attitudes and habits of women throughout the world. Selections from the results are included here. Read Article »
