This has certainly been an enlightening presidential primary election cycle. The grassroots has risen up against the establishment, and one of the results is the revelation of who or what is actually part of the “establishment.” Long believed to be a refuge for conservatives, Fox News appears to be losing its reputation among Republicans.
The people at BrandIndex.com have been following Fox News for quite some time, and their analysis reveals a dramatic dip in Fox News’ “perception” with the Republican base.
Since the first GOP presidential debate last August, Fox News Channel seems to have lost its perception mojo with its core right-leaning audience.
By mid February, FNC’s perception by Republican adults 18 and over had reached its lowest point in more than three years, and has declined by approximately 50% since January of this year.
According to Ted Marzilli, BrandIndex.com uses its “Buzz score” which asks, “If you’ve heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?” The score ranges from a very bad of -100 to a very good of 100. A score of 0 is neutral.
On January 1, 2013, Fox News Channel’s Buzz score with Republican adults 18 and over was 49. By the first GOP debate last August, the score had dropped to 38. The downward momentum accelerated earlier this year when Fox News Channel’s score dropped from 36 on January 18th to 14 on February 12th. Trump declined to participate in FNC’s sanctioned GOP debate on January 28th. Fox News Channel’s current Buzz score is 17.
Perhaps Fox News’ overt anti-Trump barrage has turned off voters. Perhaps the fact that at each debate, they act as if Ted Cruz and Ben Carson aren’t even there and this has been noticed by viewers. Is Fox News still a reliable source for conservatives? Does the slogan “We report. You decide.” still fit, or are they trying to tell us what to decide?