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NATIONAL ROPER POLL RANKS PBS AS LEADER IN PUBLIC TRUST FOR THIRD CONSECUTIVE YEAR
Once Again, Study Finds PBS Programming an Excellent Use of Tax Dollars
Alexandria, Va., February 13, 2006 - For the third consecutive year, a
Roper Public Affairs & Media poll shows Americans consider PBS the nation's
most trusted institution among nationally known organizations. The non-partisan,
international research company released the comprehensive results from its national
opinion survey, which was conducted to gauge the attitudes of Americans towards
PBS and other major national institutions, including courts of law and commercial
broadcast television networks.
According to the study's 1,000 randomly selected participants from across
the country, Americans also believe PBS provides the second best use of tax dollars,
following only military defense. The public ranks PBS programming the most important,
compared with commercial and cable television, and considers PBS news and
public affairs series the most trustworthy. These findings are consistent
with the two previous nationwide studies.
"Once again, this comprehensive survey shows that Americans highly value
PBS and respect it as a servant of the public trust," said Roper Senior
Vice President Ed Bergstein. "It appears that with all the recent expressions
of cynicism that have been directed towards much of the media,
PBS has remained above the fray."
"This is the third year that Roper has conducted this annual national survey,
and again the American people have said that PBS is an important national
resource," said Wayne Godwin, Interim CEO of PBS. "The public's trust in
the value of PBS is our greatest asset. We are grateful for their support
and will continue to do all we can to earn it each and every day."
Additional survey highlights:
- PBS remains #1 in public trust, with 48% trusting PBS a great deal. Second in trust are "courts of law," which are trusted a great deal by 28%.
- For the third year in a row PBS ranks second in tax value among
20 federally funded services and institutions, with 18% stating it
an excellent value for their tax dollars. Military defense remains #1
in this category, with 21% calling it an excellent value.
- Americans stated that they are more satisfied with programs on PBS
compared to cable and commercial broadcast. Thirty-five percent stated
they were "very satisfied" with PBS programs. Cable programming received
this rating from 19% of the respondents and commercial
broadcasting programming, 17%.
- The majority of Americans think it's very important to have public
television (61%). Two out of five Americans think the same about commercial
broadcast television (42%). Just over a third thinks it's very important
that we have cable television (36%).
- PBS remains the network with the most trusted news and
public affairs programs, with 39% trusting its programs a great deal.
CNN and Fox News tied for second at 26%.
- Forty-five percent of Americans rated the news coverage, investigations
and discussions of major issues on PBS programs as mostly fair.
NBC and ABC tied for second at 39%.
- The majority of Americans believe the federal funding PBS receives
is "too little." When informed that public broadcasting receives 15% of
its funding from the government, and that this amount translates to
about one dollar per person per year of government support, 51% believe
this amount is "too little," 35% say it's "about right" and only
10% state that it's "too much." The results for "too little" and
"about right" have been identical for all three years.
Commissioned by PBS, Roper Public Affairs & Media independently administered
the annual telephone survey to 1,000 adults between the ages of 25 to 75 years
old during January 6-25, 2006. To maintain objectivity throughout the survey,
the questionnaire did not identify PBS as the sponsor, and wherever
PBS and other media, organizations or services were evaluated together,
a questioning randomization process was employed to ensure that both PBS
and its competitors in a given category were treated equally in terms of
positioning for any particular question. Moreover, any questions asked about
PBS only were asked at the end of the survey, after the comparison questions
PBS is a private, nonprofit media enterprise that serves the nation's 348 public
noncommercial television stations, reaching nearly 90 million people each week
through on-air and online content. Bringing diverse viewpoints to television and
the Internet, PBS provides high-quality documentary and dramatic entertainment,
and consistently dominates the most prestigious award competitions. PBS is the
leading provider of educational materials for K-12 teachers, and offers a broad
array of educational services for adult learners. PBS' premier kids' TV programming
and Web site, PBS KIDS Online, PBS KIDS Online
pbskids.org, continue to be parents' and teachers'
most trusted learning environments for children. More information about PBS is available
at pbs.org, one of the leading dot-org Web sites on the
About Roper Public Affairs
Headquartered in New York, Roper Public Affairs specializes in public opinion
polling, communications research, and corporate reputation measurement --
in the US and globally . Roper also offers two important syndicated services -
Roper Reports and Roper Reports Worldwide - which track consumer values,
beliefs, attitudes and behaviors in the US and 30 other countries.
Roper is part of The GfK Group. With home offices in Nuremberg, Germany,
The GfK Group is among the top-five market research organizations in the world.
Its activities cover five business divisions: Custom Research,
Retail and Technology, Consumer Tracking, Media and Healthcare.
The GfK Group has more than 130 subsidiaries and affiliates in 61 countries.