• by September 10, 2001

Contrary to widespread perceptions, viewers' trust of leading cable news and information networks has actually increased during the past two years, according to a new study released today by Myers Reports.

The Myers Media Brand Tracker: 24-Hour News & Information Channels polled 821 members of the Jack Myers National Media Advisory Board, a group first surveyed in 1999, and found that their perceptions of 24-hour news and information networks generally had increased during the two-year period.

Respondents were asked to rate the networks on a 1-7 scale for "Network is Trustworthy," with seven representing the highest possible grade (% of respondents rating each network 5, 6 or 7 on a 1-7 scale):

                        1999
2001     % Change 
The Weather Channel      73        72         -1.4 
CNN                      64        60         -6.3 
Headline News            59        60         +1.7 
Fox News
50        58        +16.0 
MSNBC                    49        54        +10.2 
CNBC                     46        53        +15.2 
C-Span                   41        50        +22.0

TechTV                   NA        39        ----- 
Bloomberg                NA        36        ----- 

Source: Myers Media Brand Tracker

"Considering all the public discussion of network news being driven by ratings and leaning toward sensationalism, it will no doubt be surprising to many that viewer perceptions have, for the most part, improved during the past two years," said Jack Myers, chief economist and CEO of Myers Reports.

"Interestingly, however, our research shows that viewer expectations are not being fulfilled. This leads us to conclude that while viewers trust what they are seeing on these networks, they nonetheless would rather see something other than what the networks are offering."

Myers' point on viewers' expectation is illustrated by the percentage of respondents who gave networks a 5, 6 or 7 on a 1-7 "Network Consistently Fulfills My Expectations" scale:

1999      2001      % Change 
The Weather Channel         75        69           -8.0 
CNN                         55        44          -20.0 
Headline News               51        44
-13.7 
Fox News                    42        47          +11.9 
MSNBC                       42        37          -11.9 
CNBC                        32        34           +6.3 
Bloomberg
NA        26          ----- 
TechTV                      NA        26          ----- 

Source: Myers Media Brand Tracker

The Weather Channel was cited as respondents' favorite news and information network (16.3%), followed by Fox News (14.8%).