National polls conducted in December and January found that Americans named the Public Broadcasting System the most trusted, least biased nationally known institution in the U.S.; it won that accolade from respondents of all ages, ethnicities and income and education levels.
And 80 percent of respondents said the taxes that go to support PBS are well used.
PBS was also named the most trusted of broadcast and cable news sources, and the most educational broadcast medium for children aged two through eight. The polls were commissioned by PBS and conducted by GfK Roper Public Affairs and Media, a nonpartisan research firm that often partners in polling with the Associated Press.
The surveys also asked respondents to describe the news coverage, investigative reports and discussions of issues on major television channels as “liberal,” “mostly fair” and “conservative.” Forty percent rated the coverage on PBS as “mostly fair,” while NBC and ABC were each rated “mostly fair” by 33 percent of those responding, CNN by 31 percent, and National Public Radio by 29 percent. Fox News, rated “mostly fair” by 25 percent of respondents, was one point ahead of MSNBC, which was described as “mostly fair” by 24 percent.
Stereotypes of the “liberal media” notwithstanding, 78 percent of respondents also said PBS did “very well” or “moderately well” at incorporating a variety of viewpoints.
More than 75 percent of those polled said PBS deals “very well” or “moderately well” with important news, public affairs and social issues. When it came to providing access to arts and culture, 88 percent said PBS did very well or moderately well.
Eighty-two percent said the network did very well or moderately well at assisting their understanding of science and technology, and 77 percent said it did very well or moderately well at educating audiences about health issues.
In a selection that included Leapfrog, Nick, Discovery Kids, Playhouse Disney, Noggin and more, PBS Kids won the highest percentage of ratings—21 percent—for “most educational media brand for children.” National Geographic Kids was next with 13 percent.
One reason for PBS Kids’ victory may come from the fact that it creates a commercial-free environment without gratuitous violence for the younger viewers: 73 percent of respondents said PBS offers “a trusted and safe place for children to watch television.”
