Poll Shows Polarization Affects Brand, Media Views

 Recent polling reveals political polarization has spilled over into net brand favorability ratings, with sharply disparate views of everything from Trump Hotels to the NFL to Starbucks. Some of the most notable partisan differences are on media outlets.

Recent polling reveals political polarization has spilled over into net brand favorability ratings, with sharply disparate views of everything from Trump Hotels to the NFL to Starbucks. Some of the most notable partisan differences are on media outlets.

Voters in America are polarized and that polarization has spilled over onto brand favorability, according to Axios.

Brands such as the NFL, Starbucks, Chick-fil-A and Trump Hotels are viewed differently through a polarized lens. Some of the most disparate political favorability ratings attach to media companies.

“The only media outlets preferred by Republicans over Democrats are Fox, Fox Business and Breitbart,” Axios reported. “Most entertainment outlets listed, like Comedy Central, HBO and MTV, are much more widely favored by Democrats.”

The net brand favorability gaps between partisans are based on polling by Morning Consult of adults taken from last October through January 2018.

Not surprisingly, the largest gap is for Trump Hotels, with Democrats and Republicans split on their views by 80 percentage points. Democrats give Trump Hotels nearly a 50-point negative rating.

CNN has the second largest gap, with Republicans giving it a negative favorability rating of 15 percent while Democrats rate it favorably at more than 50 percent.

The gaps are significant, but it is equally interesting to note that only 11 of the 30 brands have any negative rating, and most of those are relatively minor.

For example, Starbucks, which has provoked conservative angst, enjoys a nearly 50 percent favorability rating by Democrats and a 25 percent rating by Republicans.  Cabelas, known for selling guns, has a better than 50 percent favorability rating by Republicans and around 30 percent by Democrats. Chick-fil-A, which has faced pushback from LBGTQ advocates, enjoys a Republican favorability rating around 60 percent and a Democratic favorability rating of 30 percent.

While there are stark differences of opinion about well known media brands, overall the ratings are favorable, even for Fox News. Republicans give it more than a 50 percent favorability rating, but Democrats are basically neutral on the network.  The New York Times, which is frequently targeted in Trump tweets, received a 50+ percent favorability rating from Democrats and a slightly positive rating from Republicans.

The biggest negative ratings from Democrats, in order, were for Trump Hotels (40+ percent), Breitbart (20+ percent), Halliburton (15 percent) and Koch Industries (10+ percent). The biggest negative ratings from Republicans, also in order, were for CNN (15 percent) and the NFL (12 percent). The Washington Post, HuffPost, MSNBC and BET had negative ratings of 5 percent or less from Republicans.

 

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