The Fox News brand is tumbling among Republican viewers.
On Jan. 1, 2013, what’s called the “Buzz” score for Fox was +49. Buzz Score is calculated by asking people the following question:
“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?”
Respondents then provide a score from +100 as the most positive buzz, to -100 for the most negative buzz possible.
Major brands depend on their Buzz Score to track the public’s perception of them.
Fox’s +49 at the start of 2013 was a very good score.
By the time of the first debate in August, their Buzz had slipped to 38. Two weeks ago, it has plummeted to a 3-year low for the network of 14, corresponding to Donald Trump declining to participate on the Iowa debate which was hosted by Fox News.
However, among Democrats, the Fox News Buzz Score is rising – from a low of minus 43 just before the 1st Republican Debate – up to its current level of minus 27.

Over the same time period, the creators of the Buzz Score – a group called YouGov BrandIndex, put out a graph comparing the Buzz scores of CNN and Fox News for all adults – not just Republicans. The same general pattern is shown – Fox News declining into negative territory while CNN stages a comeback from a low of negative 18 up to tying with Fox at negative 5 today.

Bottom line: Fox News needs to come back home to the viewership that gave it its start before they completely destroy themselves.

I’m Still reporting from Washington. Good day.