A survey into the credibility of organisations in the eyes of the public has put the BBC ahead of other media companies including Granada and BSkyB. Telewest, ONdigital and Channel 5 received the lowest ratings of the nine media companies featured in the survey.
TMP Worldwide’s EmCred survey presented eight statements about 125 companies to 10,000 adults. The statements, which were applied to companies from 13 different sectors, including nine from the media sector, were:
Its a company/organisation I know a lot about Its a company/organisation I would consider working for It has a good reputation It looks after its staff Its a forward looking company Its name would look good on my CV Its a company/organisation I can trust I would be proud if someone if my family worked for them.
The survey gave the BBC a rating of 14 points, well ahead of the next in line, Channel 4, which only achieved 8.6 points. TMP Worldwide’s head of research, Peter Overy, commented, “Given that the BBC is apparently about to overhaul its brand image, the research shows that the public still holds the BBC in great esteem. It will be very interesting to see how the ‘newer’ media companies fare in the next EmCred survey – Channel 5 for instance has a very determined marketing communications plan.”
Channel 4 was followed by the Financial Times (8.1), Granada (7.2), BSkyB (4.8) and Carlton (4.4). Bringing up the rear, Channel 5 achieved an equal score of 4.4 with Carlton, ONdigital just 3.7 and Telewest 2.6.
The EmCred surveys are to form a monthly, sector by sector series, which will take in internet, travel, business, telecoms, computers, computers, food and drink, retail, household, motoring, public sector, finance and other.
TMP Worldwide: 0207 945 5544 www.tmpw.co.uk
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