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The most trusted TV news brand in the US isn't even American

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Maybe it’s the matter-of-fact reporting, or the outsider’s perspective, or even the posh accents. But the most trusted TV news brand in America isn’t even American, according to a new survey.

At 90% trustworthy, the BBC topped an analysis created for Research Intelligencer by Brand Keys released this week, followed by Fox News at 87% and PBS at 86%.

Rather than ranking their favorite news sources, the survey asked 4,012 viewers how much they trusted broadcast and cable TV news sources that they watched three or more times per week. So those who regularly watched the BBC, Fox News and PBS tended to trust them — a lot.

Bloomberg placed fourth, at 81%, followed by Comcast Corp.’s

CMCSA, +0.90%

  MSNBC at 80% and the three broadcast networks — CBS

CBS, +2.71%

  (72%), NBC (70%) and Walt Disney’s

DIS, +0.83%

  ABC (69%). AT&T’s

T, -0.09%

  CNN also got 69%, with Sinclair Broadcast Group

SBGI, -0.19%

  finishing last, at 58%

Read: How biased is your news source? You probably won’t agree with this chart

And while President Donald Trump has assailed much of the media as “fake news,” viewers still trust their TV news much more than they do the president.

Just 29% found Trump trustworthy, the survey found, including just 35% of Republicans.

Last year, a different survey found another British-based media organization — The Economist magazine — was the most trusted news source in the U.S. A separate 2017 survey found trust in the media had risen slightly from the year before, while trust in Trump had fallen.

Fox News parent 21st Century Fox

FOX, -0.25%

  and MarketWatch parent News Corp.

NWSA, +0.80%

  share the same owner.

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