Which TV news source is “most trusted”?

The answer may surprise you.

A survey outfit called Brand Keys periodically measures a “Customer Loyalty and Engagement Index” that examines 1,287 brands across 150 categories to determine how much “trust” contributed to each brand’s engagement and market success.

For  TV “brands”, 4,012 viewers rated broadcast and cable brands that they regularly watch to determine how much trust those brands engendered. Source




The tightly bunched  “most trusted TV brands” at the top of the list are the BBC, Fox News and PBS.

Bloomberg and MSNBC fall in the middle of the pack.

The bottom of the pack are the Big 3 networks and CNN.


What about ratings?


Well, for cable TV in July…

Fox News was first in total viewers, with MSNBC, Home and Garden TV, History Channel and USA Network comprising the Top-5. Source

More specifically, in prime time cable news…

Fox News averaged 2.41 million viewers,  MSNBC 1.66 million and CNN 891,000.

Among the specific personalities. Hannity (Fox) led the pack with an average of 3.37 million viewers … followed by Tucker Carlson (Fox)  2.70 million, Rachel Maddow (MSNBC)  2.67 million and Laura Ingraham (Fox) 2.61 million and  Lawrence O’Donnell (MSNBC) 2.117 million viewers.

My take:

Given the “Bradley Effect” that’s encountered when polling Trump’s approval, I follow the Fox-MSNBC ratings comparison to get a read on the real political climate (leanings and intensity) … Early in the year, Maddow (anti-Trump) was leading Hannity (pro-Trump) … but the worm seems to have turned.


And, CNN’s fall from grace continues to astound me … decreasingly trusted and watched.

Deservedly so, but still, kinda sad.

Follow on Twitter @KenHoma

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2 Responses to “Which TV news source is “most trusted”?”

  1. Deepak Gupta Says:

    I wonder how much of this has to do with cord cutting ( FYI.. i disconnected my TV last year) which is more prevalent in Urban america than Rural where most of Fox viewers are. I just go to CNN’s website ( also go to Fox once a day to get balanced view). But what i don’t like about fox website is how much of Hilary and Clinton bashing they still do even today ( when both of them are already history). Maybe some people still love to read them. Also, some very wired articles about unusual sex relationships always on the home page.
    Also, reading the comments section on news pages of fox are very disgusting at time.

  2. CNN: “Trump has no earthly clue what the average person is dealing with day to day” | The Homa Files Says:

    […] Which TV news source is “most trusted”? […]

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