ARLINGTON, VA; March 17, 2022– According to a nationwide survey, PBS was named the most trusted media organization for the 19th year in a row. PBS continues to outscore government institutions and media sources— such as broadcast, cable, streaming and social media— in both value and trust, respectively.
According to survey results, 80% of respondents believe that the taxpayer dollars provided to PBS are a good investment. Furthermore, 86% agree that PBS member stations provide excellent value to the communities they serve.
Throughout the COVID-19 pandemic, PBS and its member stations offered important and timely services to local communities, teachers, parents, and students. In response, 87 % of those surveyed named PBS KIDS the most educational media brand, and 84% of parents agreed that PBS KIDS helps prepare children for success in school. PBS also remains the most trusted source for news and public affairs programming, outranking ABC, CBS, CNN, Fox News, MSNBC and NBC.
Not only do viewers trust PBS, but they also see themselves reflected in PBS’s content offerings. Seventy-five percent of those surveyed agree that PBS content features a diverse range of people and 74% agree that PBS content appeals to people from diverse backgrounds.
“The trust that PBS and our member stations hold with the American public is an important measure of our success,” PBS President and CEO Paula Kerger. “As we prepare for the future, public television will continue to serve as a source of education, entertainment and inspiration for the American public.”
To view PBS’s 2022 Trust Flyer click HERE.
Survey Highlights
- For the 19th year in a row, Americans rank PBS and its member stations the most-trusted media institution among a consideration set that includes commercial cable and broadcast television, newspapers, streaming services, and others.
- A vast majority—73%—of respondents said they trust PBS “a great deal” or “somewhat.”
- Americans rate PBS highly in terms of value for tax dollars. PBS ranks high in terms of taxpayer value, with 66% of respondents calling it a “good” or “excellent” value, falling only behind the country’s military defense (75%), Social Security (71%) and oversight of food and drug safety (68%). PBS rated higher on this measure than other taxpayer-funded benefits such as agriculture subsidies, infrastructure and environmental protections.
- 86% agree that PBS stations provide an excellent value to communities. When asked if the funding for public broadcasting was adequate, nearly 90% said funding was either about right or too little.
- A majority of Americans view PBS content asgenerally relevant and appealing to a diverse viewership
- About three-quarters believe PBS content appeals to people of different ethnic backgrounds and features a diverse range of people
- 71% believe PBS does a good job of representing people of color in its content
- 68% percent believe PBS is in touch with today’s culture
- PBS KIDS was ranked the #1 educational media brand for children, compared with a host of other children’s media providers.
- 81% of those surveyed named PBS KIDS the most educational media brand for children.
- 84% of parents agreed that PBS KIDS helps prepare children for success in school, ahead of Nick Jr. (71%), Disney + (71%) and Netflix (46%).
- 82% of parents agreed that PBS KIDS is a trusted and safe source for children to watch television and play digital games and mobile apps.
Survey Methodology
This survey was developed by PBS and conducted online within the United States by Marketing & Research Resources, Inc. (M&RR) fielded 27 questions during the window of January 7-19, 2022. The survey was conducted among a sample of 1,108 adults ages 18+, 535 men, 572 women, and 1 respondent preferred to self-identify. The results are weighted to be nationally representative of the U.S. adult population.
About PBS
PBS, with more than 330 member stations, offers all Americans the opportunity to explore new ideas and new worlds through television and digital content. Each month, PBS reaches over 120 million people through television and 26 million people online, inviting them to experience the worlds of science, history, nature and public affairs; to hear diverse viewpoints; and to take front row seats to world-class drama and performances. PBS’s broad array of programs has been consistently honored by the industry’s most coveted award competitions. Teachers of children from pre-K through 12th grade turn to PBS for digital content and services that help bring classroom lessons to life. Decades of research confirms that PBS’s premier children’s media service, PBS KIDS, helps children build critical literacy, math and social-emotional skills, enabling them to find success in school and life. Delivered through member stations, PBS KIDS offers high-quality educational content on TV – including a 24/7 channel, online at pbskids.org, via an array of mobile apps and in communities across America. More information about PBS is available at www.pbs.org, one of the leading dot-org websites on the internet, or by following PBS on Twitter, Facebook or through our apps for mobile and connected devices. Specific program information and updates for press are available at pbs.org/pressroom or by following PBS Communications on Twitter.
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