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NBC Recovers From Brian Williams Crisis

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Wed, 22/04/2015 - 21:02
Ted Marzilli
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NBC’s overall brand health levels have recovered from the Brian Williams crisis, with the Vanity Fair’s lengthy investigation into NBC’s handling of the situation, seeming to have a minimal impact.

It took two months for NBC’s brand health to recover following the Williams blow-up after taking its biggest hit since spring 2012, when the network fired the producer it deemed most responsible for the airing of a selectively edited 911 call placed by George Zimmerman the night he killed Trayvon Martin.

YouGov BrandIndex data shows the Williams crisis bottomed out on March 4th, a few weeks after Williams was replaced as NBC evening news anchor by Lester Holt.

By April 3rd, NBC had achieved the same brand health levels it maintained before the Williams controversy broke out. The network even surpassed prior levels slightly before the Vanity Fair story hit newsstands on April 7th, after which NBC's brand health levels lost little ground.

As for ABC and CBS brand health levels, ABC just caught up with CBS after lagging closely behind them since the beginning of the year. They are both significantly ahead of NBC.

For this research, YouGov BrandIndex used its Index score which measures overall brand health. It is an average of sub-scores that measure value, quality, reputation, general impression, satisfaction, and willingness to recommend. Measurements are for all adults 18 and over.

Index Scores: NBC, ABC, CBS
Index Scores: NBC, ABC, CBS
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