Fox News Is No Longer a Top 20 Best-Perceived Brand Among Republicans

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New data out today from YouGov BrandIndex suggests that Fox News is losing its luster in the eyes of Republican consumers -- who, it must be noted, pretty much despise CNN and MSNBC more than ever.

It also must be noted that Fox News continues to dominate cable news ratings.

Fox News anchor Megyn Kelly.
Fox News anchor Megyn Kelly. Credit: Fox News

To compile BrandIndex, each weekday YouGov interviews thousands of people from its worldwide panel of 2.5 million consumers to gauge public perception of brands. For its 2016 ranking of best-perceived brands in the U.S., YouGov surveyed U.S. residents and then sorted responses by respondents' self-reported political affiliation: Republican, Democrat or Independent.

BrandIndex scores range from 100 to -100 and are calculated by subtracting negative feedback from positive (a score of zero is essentially neutral: overall equal positive and negative feedback). Consumer feedback regarding a wide variety of brands -- including household brands (e.g., Cheerios) and media brands -- was solicited.

In 2014, Fox News was the brand 10th best-perceived by Republicans; Craftsman was No. 1, CNN was No. 1,291 and MSBNC was No. 1,293.

In 2015, Fox News slipped to No. 15; Band-Aid was No. 1, CNN was No. 1,388 and MSNBC was No. 1,391.

In the just-released 2016 YouGov BrandIndex ranking, Fox News is now No. 50 among the brands best-perceived by Republicans; Band-Aid is again No. 1, while CNN has dropped even further to No. 1,470 and MSNBC to No. 1,471.

What's been causing Fox News to lose some of its luster with Republicans? Scandals and departures of on-air talent probably aren't helping -- though, again, the negative buzz surrounding the network doesn't seem to be affecting ratings.

Stay tuned to AdAge.com for more insights from the new YouGov BrandIndex report.

Simon Dumenco, aka Media Guy, is an Ad Age editor-at-large. You can follow him on Twitter @simondumenco.

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