Twitter, Fox News Channel and MSNBC all received short term boosts to their consumer perception during the Boston Marathon bombing coverage, while CNN has seen an ongoing decline.
Twitter’s consumer perception remained at the top of this group during the aftermath of the bombing, with Fox News Channel catching up and briefly topping it on April 27th before subsiding. Both brands have low but positive levels of perception.
CNN may have won one of its largest audiences in a decade for its Boston Marathon bombing coverage, but it has coincided with a decrease in consumer perception. The network, already had more negative consumer sentiment than positive when the marathon explosions took place, and those scores began dropping less than a week after the bombings took place. This drop may stem from wide criticism of its coverage accuracy from the NY Times, Reuters, Jon Stewart on The Daily Show and across social media. At the recent Correspondents’ Dinner President Obama quipped, "I know CNN has taken some knocks lately but the fact is, I admire their commitment to covering all sides of the story, just in case one of them happens to be accurate."
MSNBC, which started April slightly higher than the negative perception of CNN at the time, saw the largest – approximately 10 points - boost starting April 16th, but not enough to break into positive numbers. The cable news network has since returned to its early April levels, but close to ten points ahead of CNN this time.
CNN, Fox News Network, MSNBC, and Twitter were measured by YouGov BrandIndex using their Buzz score, which asks respondents: "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?" All results are for adults 18+.