Peter Jennings Retains Clear Lead As Top Tv News Anchor

The Harris PoN

THE HARRIS POLL 1995 #49 For Release: Monday, August 7, 1995

PETER JENNINGS RETAINS CLEAR LEAD AS TOP TV NEWS ANCHOR

by Humphrey Taylor

Peter Jennings gets the nod from a 32% plurality of Americans as the nation's most popular N news anchor. He has held this top slot since the Harris firm began asking this question in 1992. Dan Rather (26%) and Tom Brokaw (25%) are virtually tied for second place, as they were in 1993, before Connie Chung joined CBS as co- anchor.

These are the results of a nationwide Harris Poll of 1,005 adults surveyed between July 13 and 16.

Dan Rather does better among people with low incomes, while Tom Brokaw does best among those who live in more affluent households. Among adults with household incomes of over $50,000, Brokaw (31%) and Jennings (29%) are virtually equal, well ahead of Rather (19%).

Tom Brokaw does somewhat better among Republicans (27%) and in the West (30%). Dan Rather does better in the Midwest (29%) and the South (31%).

Humphrey Taylor is the Chairman and CEO of Louis Harris and Associates, Inc.

Louis Hams & Associates 11 1 Fifth Avenue NYC (2 12) 539-9697 TABLE 1

PREFERRED ANCHORMAN

"Of the four Nnews anchormen (READ LIST), which onedo you prefer?"

Peter Jennings of ABC

Dan Rather of CBS

Tom Brokaw of NBC

Bernard Shaw of CNN

NoneINot sure TABLE 2

PREFERRED ANCHORMAN BY INCOME, PARTY AND REGION

"Of the four TV news anchormen (READ LIST), which one do you prefer?"

$7,500 $7,501 $15,001 $25,001 $35,001 $50,001 or to to to to and Less $1 5,000 $25,000 $35,000 $50,000 Over Yo Yo Yo Yo Yo Yo

Peter Jennings of ABC

Dan Rather of CBS

Tom Brokaw of NBC

Bernard Shaw of CNN

NoneINot Sure

PARTY REGION Inde- Repub- Demo- pen- Mid- lican crat dent East west South West % % Yo % % O/o Yo

Peter Jennings of ABC 36 30 3 1 29

Dan Rather of CBS 2 0 29 3 1 2 1

Tom Brokaw of NBC 24 2 7 2 3 3 0

Bernard Shaw of CNN 6 8 9 10

NoneINot Sure 14 6 5 10 METHODOLOGY

This Harris Poll was conducted by telephone within the United States between July 13 and 16, among a nationwide cross section of 1,005 adults. Figures for age, sex, race, education and number of adults in household were weighted where necessary to bring them into line with their actual proportions in the population.

In theory, with a sample of this size, one can say with 95 percent certainty that the results have a statistical precision of plus or minus 3 percentage points of what they would be if the entire adult pop~llationhad been polled with complete accuracy. Unfortunately, there are several other possible sources of error in all polls or surveys that are probably more serious than theoretical calculations of sampling error. They include refusals to be interviewed (non-response), question wording and question order, interviewer bias, weighting by demographic control data and screening(e.g. , for likely voters). It is difficult or impossible to quantify the errors that may result from these factors.

This statement conforms to the principles of disclos~~reof National Council on Public Polls.

Contact Louis Harris and Associates, Inc., Information Services, 11 1 Fifth Avenue, New York, N.Y. 10003, (212) 539-9697, for complete demographic details for the questions in this release.