In Local Media We Trust

Share Article

National Media is the most trustworthy source on US presidential campaign in Europe

At his post-election news conference on 4th of November, Bush acknowledged that some of his decisions were unpopular abroad. But overall, to what extent?

A pre-election survey by GfK Media in seven European countries gives a firm warning to US President George Bush. When asked “what result would be best for the world (or your country)” many more Europeans wanted John Kerry than George W Bush. The worst results for the incumbent US President, now assured of four more years in office, were in France, where many were against the war in Iraq. However, in the UK the prospect of a second Bush term was also a disturbing prospect. In the UK only 12 percent of adults felt Bush could do a better job than Kerry. Kerry received the strongest support in Germany, where 58 percent felt he would have made a better Commander In Chief than Bush (who was favoured by only 8 percent of German adults).

The story was even starker for Bush if we exclude those who could not decide between Bush and Kerry. In the UK 74 percent wanted Kerry as President, while 88 percent in Germany and 91 percent in France would have preferred the Senator. The picture is no better in Eastern Europe either.

What were the sources of information feeding into such strong views? Tanya Koshechkina, Director of GfK Media said “it is clear from our study that national TV and national newspapers were considered the most trustworthy sources of information in Europe on the US political scene. The BBC World Service and Euro News were found to be the most trustworthy international media.”

The results of this study are based on omnibus surveys conducted by GfK with 1,000 adults per country, late September – October 2004. For full details of the study and to order a copy of the report please contact Tanya Koshechkina or Ben Farr at GfK Media on 0870 603 8342

Notes to editors

GfK - Media division

The GfK Group is the leading provider of quantitative media research in Europe and provides its service in 22 countries. The range comprises quantitative and qualitative research in TV, radio, print, posters and the Internet.

GfK has many years’ experience in particular in ongoing TV and radio research. GfK companies carry out TV audience research in seven European countries, namely Germany, Belgium, France, the Netherlands, Austria, Switzerland and the Ukraine.

From its position as the market leader in quantitative media research in Europe, in 2003 GfK group established a dedicated media research company in the UK.

Since its launch, GfK Media GB research has focused on two key areas:

1.    Audience Measurement - Electronic measurement of TV and Radio audiences by means of RADIOCONTROL technology. RADIOCONTROL is an innovative wrist-watch based technology that provides for the first time an integrated media measurement system combining both TV and Radio measurement.

2.    Custom Research in the Media and Entertainment Industries - extensive ad-hoc research solutions both in the UK and internationally (Europe and worldwide), via the GfK group network.

In October 2004, GfK Media won the British Market Research Association Award for Innovation.

For further information, feel free to contact us:

GfK Media Ltd.

Tel. +44 870 603 8340;

Audit House, 260 Field End Road

Eastcote, Ruislip


The GfK Group

The GfK Group is the No. 5 market research organization worldwide. Its activities cover five business divisions, Consumer Tracking, HealthCare, Retail and Technology, Media and Custom Research. In addition to 15 German subsidiaries, the company has over 120 subsidiaries and affiliates located in 57 countries. Of a current total of more than 5,300 employees, approx. 1,500 are based in Germany.

Responsible under press legislation:

GfK AG, Public Affairs and Communications

Dr. Ulrike Schöneberg

Nordwestring 101

D-90319 Nuremberg

Tel. +49 911 395 2645

Fax +49 911 395 4041

# # #

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Tanya Koshechkina
Visit website