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: 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.