Pushing Political Positions Shrinks Audiences for News Outlets and Companies
11/21/25 – – A recent Gallup survey helps explain why Americans are turning away from mass media for news. Just 28% trust the accuracy and fairness of newspaper, television and radio reporting. That’s the lowest score recorded since Gallup began measuring news-consumer trust in 1972, when seven in ten Americans trusted mass media journalists.
The survey, conducted from September 2 – 16, found dramatic differences based on political affiliation. Trust levels among Republicans dipped into single digits to just 8%. Independents are at 27%. Democrats, by a narrow majority of 51%, continue to have confidence in what they read, view and hear from mainstream news outlets.
There’s also a generational divide. While people age 65 or older express the most confidence in mass media at 43%, younger Americans are the least trusting. Those in the youngest age group polled by Gallup (age 18 – 29) range from 6% (Republicans) to 42% (Democrats).
Making things even worse, a recent Pew Research study found that adults under 30 navigating a fractured media environment have more trust in information they receive from social media sites (Republicans 49%, Democrats 51%) than they do in reporting by legacy news outlets.
Political Bias Shrinks Audiences
The Gallup and Pew findings make clear that if your promise is to deliver the news, projecting political bias, while it may increase the loyalty of a portion of your audience, risks shrinking the total size of your audience. Today’s America is divided pretty evenly between Republican-leaning and Democrat-leaning conservatives and liberals. Differences are intense, with little common ground or tolerance for opposing views.
Analyzing the challenges for mass media created by multi-channel competition as well as continuing declines in audience, advertising revenue and influence, Gallup researchers offered this advice:
With confidence fractured along partisan and generational lines, the challenge for news organizations is not only to deliver fair and accurate reporting but also to regain credibility across an increasingly polarized and skeptical public.
Mass Media’s Challenges Hold Lessons for Businesses and Individuals
Legacy news media’s predicament, driven by loss of confidence and trust, should also be seen as a warning sign for companies and brands.
Businesses selling mass-market products and services to consumers would be wise to analyze the role politics has played in mass media’s decline. Research shows that some people do make positive purchasing decisions based in part on the political and social positions of consumer brands. But the research is even more convincing that larger percentages of people turn away from companies that do not share their beliefs. Politics repels more than it attracts.
Much like millions of TV viewers have abandoned the major networks’ once-dominant evening news broadcasts, beer drinkers have canned the brand that was America’s favorite for two decades. In both cases, perceived political bias has eroded customer trust and approval.
The Gallup and Pew reports are worth reading. And as we head into the Holiday Season, let us heed this warning: Jumping into politics, as righteous as it may feel, makes more enemies than friends. Don’t let this dynamic play out in your company or at your Thanksgiving dinner table; even if you’re offered an ice-cold Bud Light!
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