Media Credibility Could Impact Future Ad Buys

If news reporting organizations lose credibility, will people stop tuning in? This is a question news organizations should be asking themselves in  light of the new Pew Research Center report. If the news media cannot improve their credibility, the situation could translate to a drop in advertising revenue.

Over the past decade, several major national newspapers have seen double-​digit drops in the percentage of consumers who give them a 3 or 4 rating on a 4‑point scale. This includes the Wall Street Journal, the New York Times and USA Today. The better news is that 57% of daily local newspaper readers still give their publication high grades. For cable TV, the major national outlets like CNN, MSNBC and Fox news have also witnessed steep declines in credibility. Most have seen their credibility ratings change from 75% to around 50%. The local TV news stations maintain the highest credibility ratings with 65% of consumers saying they believe they are seeing unbiased and truthful reporting.

Major TV networks and one popular news program, 60 Minutes, have fared a little better on this front. Out of all the TV networks, ABC has the highest ranking with a 59% credibility factor and 64% of viewers say the information reported on 60 Minutes is fair and accurate. These numbers are higher than NPR which stands at 52%.

Researchers also noted that viewer ratings are closely associated with political leanings. For examples, 60 Minutes is tops for Democrats with 81% giving that show good ratings. Republicans are mostly likely to give their local TV news stations top grades (68%) and they also appreciate Fox News (67%). 60 Minutes is also favored by 60% of Independents.

While these figures surely give the buyers of political ads a great road map for purchasing media time in the next few months, the longer range picture is one that the media news companies should be studying.

[Source: Further Decline in Credibility Ratings for Most News Organizations. People​-press​.org. 16 Aug. 2012. Web. 31 Aug. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.