Trump Effect: CNN Brand Nose Dive


CNN’s brand has struggled in recent months. CNN, which President Trump has referred to as the “Clinton News Network” or “fake news,” now trails both MSNBC and Fox News in brand perception.

The people involved in the study were asked, “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?” Of the three cable networks, only Fox News scored a neutral brand perception. Both CNN and MSNBC were well in the negatives.


“CNN’s negative acceleration point happened in mid-October 2016, around the time Anderson Cooper interviewed Melania Trump, notable discussing her husband’s famous ‘Access Hollywood’ tape,” YouGov’s Ted Marzilli notes.

“Also at that time, a local North Carolina Republican office was firebombed, causing conservative-leaning media to pounce on CNN for suggesting Trump’s rhetoric spurred the incident.”

He concludes, “The big picture, going back to early 2016, shows the possible toll particular news events, and being the recipient of incessant Trump bashing, may have taken on CNN.”