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Survey: Retrans Spat Hurts CBS Brand Perception

Broadcaster Joins TWC in Negative Territory; DirecTV, FiOS Gain Points With Consumers 8/20/2013 1:13 PM Eastern

As the retransmission consent battle between Time Warner Cable and CBS rages on, consumer perception of the broadcaster has plummeted, according to brand perception research company YouGov BrandIndex.

CBS went dark to 3 million Time Warner Cable markets including New York, Los Angeles and Dallas on Aug. 2. Although CBS initially maintained its brand perception with consumers in the early days of the blackout, it has now joined TWC in negative territory, according to YouGov BrandIndex. The research service said TWC is at its lowest consumer perception point since January 2011 and CBS is at its lowest point since August 2011.

CBS, DirecTV, Verizon Communications' FiOS, Showtime, and Time Warner Cable were measured with YouGov BrandIndex’s Buzz score, which asks respondents:  "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?" All results are for adults 18 and older.
Time Warner Cable’s Buzz score dropped from zero on July 1st to its current score of -11. CBS still had a 2 score at the beginning of August, but now resides at -5. During that same period, Showtime’s Buzz score drifted from 7 to 4.
While CBS and TWC remain in the cellar, DirecTV and FiOS TV have seen their Buzz Scores rise. According to the researcher, DirecTV’s Buzz Score rose from 7 to 9 and FiOS saw its score increase from 4 to 5.

YouGov BrandIndex (www.brandindex.com) interviews 4,300 people each weekday from a representative US population sample, more than 1.5 million interviews per year. Respondents are drawn from an online panel of more than 2 million individuals. 
DirecTV, FiOS, Time Warner Cable, CBS and Showtime are not clients of YouGov BrandIndex.