DESCRIPTIVE STUDY OF RECALL OF LOCAL AND NETWORK NEWS ANCHORS AND THEIR ASSOCIATION
TO TELEVISION AFFILIATES AND NETWORKS
by
CHRISTY MICHAELLE MURPHY, B.S.
A THESIS
IN
MASS COMMUNICATIONS
Submitted to the Graduate Faculty of Texas Tech University in Partial Fulfillment of the Requirements for the Degree of
MASTER OF ARTS
August, 1999 pi' \' J J >
7 3 ACKNOWLEDGEMENTS
^0» (p^ ' would like to present my sincere appreciation to Dr. Judy Oskam, my c©/9.? thesis committee chairperson, and Dr. Jerry Hudson for the time and effort they
contributed to this research.
I dedicate this thesis in memory of my mother, Eleanor Southworth
Sansoucie and my grandmother, Ethel Weaver Southworth.
Finally, I express my love and gratitude to my brother, Mike Murphy, who
made it possible for me to complete my graduate degree. TABLE OF CONTENTS
ACKNOWLEDGEMENTS ii
CHAPTER
I. INTRODUCTION 1
Purpose of the Study 5
Research Ouestions 5
Rationale 6
Outline 7
II. REVIEW OF LITERATURE 8
Introduction 8
The Growing Importance of Television News Anchors 8
Parasocial Interaction Between Viewers and Television Newscasters 10
Local and Network News Growth 17
Cable Competition 19
Summary 23
III. METHODOLOGY 25
Overview 25
Research Instrument and Selection of Subjects 26
Administering the Questionnaire 26 Questionnaire Design 26
Limitations 28
IV. ANALYSIS OF DATA 29
Respondents' Preference for Local and Network News 31
Anchor Recall and Association to
News Station 32
Anchor Preference Factors 37
Respondents' Income and Lubbock
Anchor Preference 43
V. DISCUSSION 55
Summary of Literature 55
Research Questions and Study Findings 56
Interpretation of Findings 60
Future Implications and Research 68
Successful Strategies and
Recommendations 70
Limitations 73
REFERENCES 75
APPENDIX
A. QUESTIONNAIRE 78
B. ANCHOR KEY 87
C. TABLE KEY 89 IV CHAPTER I
INTRODUCTION
Since the dawn of network television news in 1944, the news anchor behind the news desk was in a position to influence audiences. The anchor was the person Americans trusted and depended on to deliver the nightly news. CBS,
NBC and ABC created the anchor person who influenced the way the American public received its news. These three networks continue to provide the nightly news to millions of Americans in thirty-minute time periods.
The anchors who represent the big three networks are icons to the public
(Diamond, 1986). The news coverage may be the same on the three networks on any given night, but the messengers are quite different. Dan Rather, Peter
Jennings and Tom Brokaw may appear to be three white middle aged males, but their differences go beyond the surface.
And the audience, subconsciously, knows this. Viewers have read the implicit iconography of the evening news and aligned themselves in accordance with their understanding of the subtext of each man and program. The proof is there in the ratings books. Demographics never lie. (Diamond, 1986, p. 112)
Network news is a high stakes ratings game. According to a 1995 Gallup
Poll (Moore, 1995), the nightly network newscast is the number one choice for news and information by the majority of Americans. Similarly, local television news is also very important to the local viewing public. Other results from the
1995 Gallup Poll indicated that fewer people may watch local TV news than watch the nightly news on one of the three major networks but local television news broadcasts proved more important to the public in their respective markets.
Fifty-seven percent of Americans responded that local television news was extremely or very important as a source for news while half of those surveyed said the nightly network news was an important source of news (Moore, 1995).
Broadcasting is a complex entity where television news has enjoyed a unique public service position. In this capacity, news anchors connect the public to the different aspects of collective life as they work for the public interest
(Westin, 1982). There are multiple factors that contribute to the audience's selection of a particular local newscast. Numerous studies cite how the audience perceives television anchors (Singletary, 1976; Levy, 1978; Houlberg, 1981;
Stamm, 1987; Allen, 1988; Lin, 1992). Research indicates that the anchor is the deciding factor in an audience's choice of a particular newscast. Studies also suggest that one of the major reasons for a viewer's news choice is likeability of the anchor.
An audience selectivity study supported the importance audiences place on local television anchors. A phone survey garnered 259 valid responses from three different Midwestern states. More than 38% of the respondents reported that the weather anchor was a very important reason for watching the news. The results also showed that nearly 38% of the respondents reported that local news anchors were also very important when asked why they watched television news
(Lin, 1992). Other studies found that the audience has certain preferences when regarding television newscasters. Houlberg and Dimmick (1980) focused on the on-camera image of television newscasters. Their research centered on the importance of appearance, voice, age and knowledge as desired qualities or characteristics in newscasters.
Taken together, these studies corroborate the perception of the newscasters themselves that elements of their image are important to the viewing audience and perhaps are critical to the newscaster's success. (Houlberg, & Dimmick, 1980, p. 482)
The successful local television newscaster uses personal characteristics to build a relationship with the viewer. "Regardless of newscast formats, the ultimate concern for any news program is still to ensure viewership" (Lin, 1992, p.
373). Anchors who build meaningful connections with the audience help ensure the success of their newscasts.
A 1988 study in Denver focused on parasocial interaction between the audience and television news personalities. Psychologists Horton and Wohl
(Allen, 1988) initially reported that the subjects created friendships with people they viewed on TV. "Later, researchers found that parasocial reactions to TV entertainers involved many of the same steps felt to exist in actual interpersonal communication" (Allen, 1988, p.1). Allen concluded that the audience might choose a certain TV newscast because it delivers a pleasing interaction.
Furthermore, the most successful anchors may be the ones who maintain and build upon this special relationship. Credibility is another important factor in audience preferences for television anchor. Singletary (1976) researched the components of credibility audience selection of a television news anchor. The research subjects were asked to name a news source they considered credible and told to write down all the words that made the news source credible. Knowledgeability, attraction. trustworthiness and articulation were common responses given to describe a credible news source. Berlo, Lemert and Mertz (1970) were also interested in how a news audience evaluates credibility sources. The researchers investigated source credibility by examining how the audience evaluates a news source.
We know an individual's acceptance of information and ideas is based in part on who said it. This variable, the source's role in communications effectiveness, has been given many names: ethos, prestige, charisma, image, or most frequently, source credibility. Whichever label is used, research consistently has indicated that the more of "it" the communicator is perceived to have, the more likely the receiver is to accept the transmitted information. (Berlo, Lemert & Mertz, 1970, p. 563) Purpose of the Study
The purpose of this study is to explore whether the Lubbock television news audience is able to correctly recall and associate news anchors with their television networks and network affiliates. The study will also determine the multiple factors that contribute to the Lubbock audience's selection of a particular newscast and news anchor.
Research Questions
The research questions for this study are listed below.
RQ 1: What proportion of respondents watch network news and local
news, weather and sports and which station or network are viewers
most likely to watch?
RQ 2: What proportion of the Lubbock television news market correctly
recalls network news anchors and local news, weather and sports
anchors and associates them with the correct network or local
affiliate?
RQ 3: What are the factors that contribute to respondents' preferences for
a network and local newscast?
RQ 4: What are the factors that contribute to respondents' preferences for
network and local news, weather and sports personalities? Rationale
Television has revolutionized the way Americans receive their information about the world. Fifty years ago, 25 percent of the American public thought they would never own a television set (Bowman, 1997). Today, more people watch television for their news compared to any other medium. Television anchors play an important role in how the audience chooses a particular newscast. The most successful anchors are usually the ones who have been able to attract and maintain an audience.
How the audience determines whom it watches is of primary importance to the networks and their local affiliates. Television news is an income generator and is also the number one source of income for local affiliates. There are numerous studies that focus on how an audience selects a newscast. As was previously mentioned, one of the most important reasons is anchor preference.
Researchers have found multiple elements that contribute to the audience's choice of television anchors including personality, credibility, appearance and intelligence. Studies have also shown that the audience can develop a relationship with the anchor that can be compared to a friendship.
The anchor-audience relationship can not be under-estimated. Television news consulting firms are hired by stations to specifically find out why an anchor is or isn't watched. The television rating system is the only measuring instrument used to determine how much money to charge for advertising. As the television cable system continues to expand, networks and local stations face increasing competition for a shrinking television audience. A recognizable anchor face may become even more important. The anchor of the future could one day be compared to a product or brand name (Auleeta, 1996). That familiar face may be the reason a viewer stops sampling 500 plus cable channels.
Outline
The remainder of this thesis will include Chapters II through V. Chapter II will review literature that pertains to the topic. It will include the history of network news, the growth of local television news, audience research, anchor research and cable expansion.
Chapter III will address methodology and will describe the survey instrument. Information will be provided on research design, selection of subjects and the questionnaire.
Chapter IV will focus on the findings of the study. Discussion, interpretation and summary of the data will be included in Chapter V. It will also contain recommendations for future research. CHAPTER II
LITERATURE REVIEW
Introduction
This chapter will present past research on television newscasters along with an examination of the history and increasing importance of anchors. The connection between the television audience and newscasters will also be explored. Finally, this chapter will present various studies about the growth of network and local news and the impact of cable on the television news industry.
The Growing Importance of Television News Anchors
Today more Americans receive their news from television than any other medium. According to a recent study of information sources (Bowman, 1997), more than sixty percent of viewers reported they got their news from television in contrast to newspapers, radio or magazines. Respondents indicated that the
American public also believes that television is more credible than any other news source. Television has grown in popularity since 1959, when people said newspapers were the most credible source of news if there were conflicting reports (Bowman, 1997). Since television news has developed into such an important part of American life, numerous studies have sought to investigate the reasons why it is such a valued source for information.
8 Research on television news can be broken into three areas of study: the content of the news, television as a news medium, and the role and effect of the newscaster (Houlberg, 1981). Jones (1986) has shown that there is a direct correlation between the size of the audience and the person anchoring the newscast. An example of anchor importance in America is the network news.
Each night, 38 million people watch one of the network newscasts.
In this brief envelope of time three men, Dan Rather, Tom Brokaw and Peter Jennings, present the world to a vast audience in a communication so intimate that it leads strangers to greet them automatically as Dan, Tom and Peter. (Jones, 1986, p. 100)
In a survey conducted for Time. 52% of television viewers said they consider the anchor very important when choosing which network newscast to watch (Zoglin,1989). Diamond (1986) wrote that the anchor person has taken on the role of someone we trust. "We welcome them into our living rooms and dens as if they are old friends. In truth, we often spend more time with them than we do with relatives and neighbors" (Diamond, 1986, p. 155).
Zoglin (1991) addressed the qualities Rather, Brokaw and Jennings apparently have which separated them from other anchors and attributed to their success. It is true they are seasoned broadcast journalists with years of experience, but these anchors also deliver something to the audience that goes beyond the news of the day.
Although most are competent reporters, they have reached their positions largely because of qualities that have little to do with journalism: the way they look, the tone of their voices, their on-camera charm. (Zoglin, 1989, p. 279) Network and station management place incredible importance on an anchor's ability to produce viewers because the price of advertising is based on the size and demographics of a television audience. Zoglin (1989) addressed the networks and affiliates discovery that there is an audience for additional news programs. As competition to hold onto a shrinking audience increases, primetime news shows are more appealing because they cost about half as much as entertainment programming. As mentioned earlier, research indicates a growing consumer perception that television is the number one source of local news (Fitzgerald, 1996). With the increase in both viewership and news programming, research into how the audience selects a particular newscast or anchor is increasing in importance. Since television news is not only the most consumed source of information but the most believed, social science research is being conducted in an attempted to determine what factors contribute to a successful newscast and newscaster (Houlberg, 1981).
Parasocial Interaction Between Viewers and Television Newscasters
Parasocial interaction (PSI) is an area of research that explores the relationship between television and the audience. Parasocial interaction is the audience's tendency to establish vicarious relationships with television personalities. The theory of parasocial interaction was first explored by Horton and Wohl in 1956 (Stamm,1986). Stamm wrote that Horton and Wohl's theory was based on the idea that the electronic media give the impression that there is a relatiQnship between the performer and the audience. Stamm identified three
10 devices entertainers used during that time to establish a relationship with the audience and create an "illusion of intimacy."
Treating the supporting cast as a group of intimates, which includes the audience by extension; blending with the audience by leaving the stage and mingling with a studio audience; and using camera technique by positioning the camera to be the eyes of the audience. (Stamm, 1986, p. 3)
Stamm's study sought to identify the PSI techniques used by today s newscasters to build a rapport with the audience. In preliminary research, three
Seattle, Washington newscasts were observed. The following techniques were detected:
Casual banter among members of the "news team"; by implication the audience is included in this circle of friends. Use of a "fellow traveler' perspective on the news. The newscaster reacts to the news as if he/she were in the audience-disappointed that the Sonics lost, concerned about that accident on 1-90, disgusted with the weather, etc. (Stamm, 1986, p. 4)
In an expanded study, Stamm (1986) sought to further explore other elements of the newscaster-audience relationship. In the Seattle, Washington area, three-hundred-sixty-four respondents were interviewed using three measures: viewer loyalty, parasocial interaction and perceived community orientation of the newscaster. Stamm's results indicate that PSI was not the only respondents to watched a particular newscast. The study suggested that a newscasters' perceived relationship with the community is also an important incentive to attract loyal viewers.
Houlberg (1981) used focus groups to analyze general newscaster characteristics. In this study, thirty-two adults were divided into four groups. One
11 group Included all females, the second all males, the third was mixed and the fourth was a mixed group that included all university students. The participants were all television news viewers. The focus groups' comments were divided into two categories. The first area was physical and included overall attractiveness and voice. The second area was professional and was subdivided into energy,
relaxation and trust. All the groups mentioned overall attractiveness when talking about what they liked about television newscasters. The negative
responses also indicated PSI between the audience and the anchor.
Newscasters apparently not only illicit positive audience feedback but disapproving remarks as well. The comments ranged from, "I don't like the way
he looks," to "he looks like he's been on a four day drunk" (Houlberg, 1981, p. 7).
In the professional category, the area receiving the most comments dealt with trust. Focus group members commented on the importance of being able to rely on and trust a newscaster. The research concluded that rather than singular comments, the respondents tended to combine characteristics they found important in a newscaster.
The NBC Research Department (1986) conducted a telephone survey on viewers' attitudes and beliefs about network and local newscasts. Researchers selected 30 television markets and 1,626 adults were interviewed. The study's focus was viewers' content preferences for network and local newscasts.
Respondents chose from various categories including what network had the most interesting news, was the most clear and understandable and did the best job reporting the news. The category that elicited the highest percentage of
12 responses centered on respondents perceptions of local anchors. When asked
who had the most warm and friendly newscasters, 64% of the respondents
identified their favorite local newscast.
The findings of a Denver, Colorado, study (Allen, 1988) explored the connection between PSI and the size of the audience. The research measured viewers' parasocial interactions with four local news stations and their individual
news personalities. The study indicated a strong connection between PSI and viewership. It also found that the news teams that had a greater parasocial
relationship with viewers also had a higher number of viewers.
The telephone survey (Allen, 1988) was conducted in Denver in 1987.
The study obtained 303 valid responses. The results indicated both the
presence of parasocial interaction and its apparent ability to generate a larger
news audience. KCNC and KUSA news affiliates were rated as most watched by the respondents. Television news ratings in the Denver market positively correlated with the study. One area of interest was how some respondents
reacted to a news anchor's time off the air. Some said they did not watch the news at all when their favorite anchor person was on vacation. Allen theorized that, "...viewers may select TV news to maximize vicarious interaction with the personalities, something many people would find pleasing. To them, the television news experience may be something less like reading a newspaper and more like the spending of time each day with friends" (Allen, 1988, p. 24).
The role credibility or trustworthiness plays in the acceptance of a television newscaster was the focus of Michael Singletary's 1976 study.
13 His results also indicated that audience perception of a credible news source is the result of a combination of variables. In the study, university students were asked to name a credible news source. They were then asked to write down all the words that made that source credible. A list of 203 words was compiled.
That list was reduced and another group of students was asked to rate the words on a scale from one to six with six being the most consistent with the respondent's understanding of credibility. The top six words were knowledgeability, attraction, trustworthiness, articulation, hostility and stability.
Singletary found that credibility appeared to involve many variables. "Credibility was found not to be a simple, well differentiated system of factors, but a highly complex and somewhat undifferentiated system of factors" (Singletary, 1976, p.
318).
Cathcart (1969-1970) also studied the qualities viewers liked and disliked in television newscasters. The research supports other studies that identified the multiple qualities audiences point to as desirable in a news anchor. Some of the qualities described in Cathcart's (1969-70) research included knowledgeable, experience, unbiased, trustworthy, smooth on-air performance and informative.
Cathcart's research concluded that newscasters were no longer script readers but were developing into a dominant role where the newscast revolved around them. "On both the national and local levels, the newscasting "person" has been replaced by today's newscasting "personality" (Cathcart, 1969-70, p. 55).
The importance of newscaster characteristics and how they relate to an audience was also studied by Carolyn Lin (1992). Lin's research also indicated
14 that anchor evaluation was an important reason in selecting a television newscast. The telephone survey yielded 259 valid responses. Respondents were asked to rate news anchors, sportscasters. weathercasters and reporters on a four-point scale rating from very important to not important. The results indicated that 38 percent of the respondents rated weathercasters as very important in their selection of a newscast followed by news anchors (33 percent) and sports anchors (13 percent).
The connection between news anchors and salaries was explored by
Harmon (1997). His research pointed to anchors as the most important members of a television news department and a visible connection to the television community they serve. Harmon (1997) found that anchors typically are paid the highest salaries in a newsroom. "In the nation's top 25 markets, a typical highest paid anchor is paid $183,750, more than twice the news director salary of $90,000" (Harmon, 1997, p. 6).
Harmon (1997) found that a stable news anchor who has a loyal viewer following has a significant impact on audience ratings. Harmon examined a
Lubbock, Texas news anchor team that has stayed the same for more than 17 years. The study explored the connection between a stable news anchor team and the size of the audience, measured recall of television news anchors in the market and tested the theories of parasocial interaction and paracommunity orientation. Paracommunity orientation is defined as a newscaster being viewed by the audience as a concerned and caring member of the community (Harmon,
1997). The study found that KCBD news anchors, Euresti and McCay, rated the
15 highest in anchor recall. Overall, KCBD, the NBC affiliate, has been number one in the ratings. "The two anchors on the air for nearly 17 years (Euresti and
McCay) dominated unaided recall of anchor names" (Harmon, 1997, p. 8).
Research also indicated the length of time a respondent had lived in the market also had an impact on recall of local anchors. For example, Harmon's study found that recall was at its highest at 10 to 20 years of residence with 71.4 percent for both anchors. Harmon concluded that the longer an anchor is on the air in a market, the more likely the audience will be able to recall the name of the anchor.
Shosteck (1973-74) analyzed viewer recognition and reaction to television anchors and the impact they had on television news ratings. The study was conducted at a time when television stations were beginning to hire consultants to analyze their newscasts. Respondents from five major television markets participated in the research. In the first part of the study, respondents were shown pictures of television anchors in the market. Viewers who scored high accurately named the news personality. Those who scored in the medium range recognized the news personality but were unable to name the person.
Respondents who did not recognize the news personality scored low. Based on the responses in each market, a recognition score was developed.
Depending on the market, the best-known newscaster received high or medium recognition by 68 to 91% of viewers, the best-known weathercaster by 33 to 72%, and the best-known sportscaster by 47 to 88%. (Shosteck, 1973-74, p. 65)
16 The second part of the study asked respondents to describe the news personalities who received high or medium recognition. The characteristics were grouped into four areas: appearance, personal appeal, professional attributes and voice and speech. The research indicated that, "Personalities endowed with the "correct" mix of personal appeal and related characteristics contribute substantially to increasing and maintaining newscast ratings" (Shosteck, 1973-
1974, p. 63).
A recent poll (National Journal, 1998) indicated that the viewer's perception of television newscasters may be changing. The poll asked respondents whether they thought television newscasters were real reporters, or more like actors playing reporters? Of those surveyed, 42°o answered that newscasters are real reporters, but 46% said that newscasters are actors delivering the news.
Local and Network News Growth
Local television news is growing. TV stations are spending more time and money on television newscasts. A survey (News directors survey, 1995) of TV news directors shows that the number of employees in an average news department increased from 49% in 1994 to a projected 59% in 1996. News departments are also increasing the number of hours news is aired in a day. The survey found that in 1994, the average news department aired three hours of television news a day. By 1996, it was projected that news departments would be adding an extra half hour of news. The study also showed TV news
17 department budgets increasing. Of those news directors surveyed, 64% said their budgets would increase in 1996.
A 1997 survey found that nearly 70% of Americans get their news from television rather than newspapers, radio or magazines (Bowman, 1997). The growth of local television news is an indication of the popularity of the medium.
Researchers contend the growth is also the result of increased marketing efforts.
Television newscasts are advertised as a product and their increased popularity may be tied to convincing the public that television news is an important source of information. "Our assumption is it's a matter of molding public perception with advertising. TV is spending money to reinforce that perception in the local community. TV keeps marketing itself as a source of local news" (Fitzgerald,
1996, p. 9).
One major developing area in local news is the weather. Referring back to Lin's study (1992), weather anchors were viewed by those surveyed as more important than news anchors. Similarly, weather reports also rated higher than local news. Such research has encouraged news departments to spotlight weathercasts. According to a recent survey, "Weather - or some aspect of weather coverage - is the number one news draw in 11 of the top 20 markets"
(Bowser, 1997, p. 61). The information is based on data collected by the television news consulting firm of Frank N. Magid Associates. The study found that 92% of viewers said weather was their number one reason for watching news, followed by local news (89%), live breaking news (89%) and health news
(75%). "A lot of broadcasters are realizing that what sets them apart from the
18 cable networks is localism, and what's more important in local news than knowing what the weather's going to be tomorrow" (Bowser, 1997, p. 61).
Salaries also reflect the importance of weather in a television newscast
(Bowser, 1997). Average salaries for weather anchors in the top ten TV markets increased from $130,000 in 1995 to almost $180,000 in 1997. In the same study, the general manager of CBS affiliate KFDA-TV in Amarillo, Texas stressed the impact a popular weathercaster has on an overall television newscast. "Having the right weather guy can be the difference between being number one and number three in the market" (Bowser, 1997, p. 64).
Advanced weather technology is also becoming a major tool to attract a news audience. In Waco, Texas, ABC affiliate KXXV-TV has bought more than
$1.5 million worth of new weather equipment (Bowser, 1997). When the station was bought in 1994, it didn't even have a weather department. It appears that investment has helped the station in the ratings. KXXV's severe weather coverage audience increased in February 1997 from 15% to 32%.
Cable Competition
When Ted Turner's Cable News Network first went on the air in 1980, it began to have a direct impact on television news viewing habits and the cable industry overall (Diamond, 1991). Its unique programming style enabled CNN to carve out its own niche in order to compete head to head with the traditional network news.
19 The organization that employees at the established networks once referred to as "Chicken Noodle News" has achieved credibility and prominence primarily through its highly dependable around-the-clock telecasting and live coverage of news events throughout the world. (Jenish,1990, p. 52)
Unlike the three big networks, CNN hasn't offered any major star anchor personalities. Instead, it has broadcast a basic no name 24-hour newscast on
CNN News and CNN Headline News. "CNN's more generic news, however, has built-in vulnerabilities. With some exceptions, CNN lacks a stable of well-known on-air personalities" (Auletta, 1996, p. 44).
Increasing channel selections on cable are changing the way the
American public views television news. Now that cable news competition is increasing, recognizable anchors on CNN may become as important as they have been for the traditional networks. CNN President Tom Johnson acknowledged that news personalities help attract audiences and that CNN needs more recognizable talent. "That's clearly an area of vulnerability. The networks are much strongest at producing talent. We will need to spend more on production" (Auletta, 1996, p. 44). The CNN news program that most closely mirrors the other network newscasts is Prime News (Rosenstiel,1994). CNN teamed two recognizable faces: its first star, Bernard Shaw and former PBS and
NBC reporter Judy Woodruff. In contrast, CBS, NBC and ABC have traditionally showcased their newscasters. Producing a team of familiar news anchors is an area where the networks remain strong and may help them compete in the competitive 24-hour news arena.
20 On the evening newscasts, too, stars are being hyped more than ever. Facing growing competition for the news viewer- from cable outlets like CNN, aggressive local station and syndicated shows- the networks are trying to stress what makes them distinctive: namely, their anchors. (Zoglin, 1989, p. 281)
The networks decision to compete with their own 24-hour cable news stations is a challenging one (Landler, 1997). The networks do not have the worldwide news infrastructure that CNN has built. CNN News President Tom
Johnson pointed out that the network had 20 international news bureaus,
nine domestic bureaus, 200 international affiliated television stations and 400 domestic affiliates in 1995 (Brown, 1995). Johnson views all news channels,
domestic and international, as competition.
Our plan is to be the strongest, most competitive news channel of them all and especially to be where the breaking news hits the fan, and to cover those stories. We know that CNN live is one of our major competitive edges. (Brown, 1995, pp. 17-18)
The 24-hour cable news field has grown. In 1998, viewers not only have
CNN News and Headline News to chose from. MSNBC, Fox News, CNBC,
ESPN, CNN/SI and CNNFN were all competing in the around the clock
broadcast news business. Some analysts have wondered if there is a market for
multiple news stations and whether it makes good business sense considering the financial investment being made in cable news. Some of those critics come from the news industry. CBS News President Peter Lund expressed this opinion:
"I don't know what success is in this field. Is success the ability to lose a hundred
million dollars before the next guy?" (Auletta, 1996, p. 44). NBC anchor Tom
21 Brokaw expressed concern about the impact all news channels might have on future network news coverage.
My concern is that the all-news channel will become an excuse not to do things at the networks in news. Instead, we'll move very hard into entertainment and infotainment, more and more magazines and less and less attention to hard news. (Auletta, 1996, p. 44)
What is apparent is that the playing field for news coverage has changed. Cable expansion has fragmented the audience by offering many more options than were once available (Business Week, 1995). News is competing with other services that specialize in entertainment such as the Discovery Channel,
Lifetime, The Comedy Channel and Nickelodeon to name but a few. The interest in securing a cable news channel is a decision the news networks have made to protect their future. Former ABC anchor and reporter Brit Hume left the network in January of 1998 to join the Fox News Channel. He commented about the changes in the broadcast news industry:
The broadcast network news divisions are gradually dying as purveyors of hard news, and they are heading toward the day when they will no longer have enough audience to support their operations. Their evening newscasts, which were so widely circulated for so many years, are gradually ending, and they are facing the question of how they can keep those news operations alive. (Higgins & PetrozzelIo,1998, p. 45)
The connection between cable competition and distinguishable newscasters has been called "branding" (Auletta, 1996). Branding has long been associated with retail and grocery store products. It is the belief that people will buy familiar brand names over less recognizable ones. In relation to cable news, apparently anchors and reporters are the product. "Branding is the belief that a familiar name flashes like a neon light on a shelf stacked with merchandise or
22 from among 500 channels" (Auletta, 1996, p. 44). As the traditional news
networks continue to carve out their place on cable and CNN competes to hold
on to and expand its share of the television market, the importance of identifiable
and likeable news anchors and reporters will apparently grow. Brian Williams
anchors MSNBC's nightly news program and is a former White House
Correspondent for NBC News (Landler, 1997). Landler points out that the
network is using its cable news station to market and groom Williams for his next job:
Such cross-fertilization helps the parent network. Mr. Williams is getting a valuable dress rehearsal on MSNBC before his expected elevation to Tom Brokaw's perch at NBC news and the public is being prepared for his ascension. (Landler,1997, p. 4)
Summary
This chapter has explored the relationship between television newscasters and their audiences. Background information on the growing importance of the television anchor was presented along with research in an area of study called
Parasocial Interaction. PSI studies indicated that viewers seek out qualities in a newscasters much the same as they would in a friend. Research suggests that qualities such as personality, likeability, trustworthiness and knowledgeability contribute to the acceptance and popularity of a television anchor. Information was also presented concerning trends in network and local news. Studies pointed out that broadcast news is the number one source of information for the
American public. Networks and local affiliates have capitalized on that increased
interest by adding more newscasts. Finally, cable television and its impact on
23 news coverage was explored. Industry analysts have predicted that recognizable television anchors will grow in importance as cable continues to expand and add more channels. News researchers believe a familiar anchor face will be a valuable commodity in the competitive cable news business.
24 CHAPTER III
METHODOLOGY
Overview
This chapter will present the methodology used in this study. The research design for this study consisted of a random telephone survey of listed residential numbers. The numbers were purchased from a professional sampling company that provides this service. A telephone survey was selected in order to facilitate a greater number of the responses than other research methods. A total of 1,512 calls were made. A total of 934 telephone calls were excluded which resulted in a no answer, disconnect, business or answering machine. This resulted in 578 calls being answered by survey participants. A total of 253 people refused to participate. The net response rate was 56.2%. Three-hundred sixty-eight Lubbock, Texas, residents were interviewed resulting in 325 valid responses. Valid respondents were 18 years of age or older who completed all of the questions.
The margin of error was + or - 2.7%. The purpose of the survey was to measure news audience recall of local and network news personalities; to ascertain whether the viewers have difficulty associating news personalities with the correct network and local affiliate; and to determine the factors that contribute to the viewer's selection of a network and local newscast.
25 Research Instrument and Selection of Subiects
The survey instrument consisted of 44 questions. An example of the questionnaire is provided in Appendix A. The respondents resided in Lubbock
County, Texas, with an approximate population of 222,000. Respondents for the survey were selected at random by computer phone lists that were purchased by
Texas Tech University's School of Mass Communication's Institute for
Communications Research. Telephone numbers that were excluded from the survey included businesses, educational institutions and government agencies.
Administering the Questionnaire
Texas Tech University Mass Communications students were trained to conduct the interview. The students attended a 30-minute training session before the telephone survey was conducted. They were given instructions on how to conduct interviews, code answers and solve potential problems from the potential respondents. The telephone calls were conducted on September 22,
23 and 24 of 1998. The calls were placed between the hours of 6 p.m. and
9 p.m. If a respondent was not at least 18 years of age, the person was not included in the study.
Questionnaire Design
The questionnaire consisted of six sections. In questions one through five, respondents were asked whether they subscribed to cable, how many
26 television sets were connected to cable, how many adults more than 18 years of age lived in the household, how many children less than 18 years of age lived at home and how many six o'clock and ten o'clock Lubbock newscasts they watched Monday through Friday of the previous week. The following 13 questions focused on identifying the station respondents watched for local news and the names of anchors they were able to recall. For example, one question was: "Which Lubbock TV station are you most likely to tune to for local news?"
Respondents were asked to recall the station's call sign or channel number. If they recalled the anchor instead of the station, they were asked a follow-up question. For example: "Can you identify the station that the anchor you just mentioned works for?" There were also questions used to determine viewer preference for newscaster characteristics. For example: "What do you like about the news anchor you just mentioned?" The section also included open-ended responses. For example: "Can you name another six and ten o'clock news anchor on the same station you just mentioned?"
The second section of questions was used to determine viewer recall and preference for local weather and local weather anchors. The questions followed the same format as section one. Section three of the questionnaire focused on viewer recall of and preference for local sports and sports anchors. Questions in the fourth section were to ascertain preference and recall of network news and its anchors. The focal point of the fifth section included questions concerning CNN
News and its anchors.
27 Determining respondents' demographic data of the respondents was the focus of the final section of the questionnaire. Respondents were asked their age, sex, income and race. This section also included a question regarding
respondents' length of residency in Lubbock County.
28 CHAPTER IV
ANALYSIS OF DATA
This chapter will include the results of the telephone survey. The survey was conducted to generate data about the relationship between Lubbock television viewers and their local affiliate, network and anchors of their choice.
The results of each question will be presented individually using narrative and information and tables to illustrate the findings.
Demographics
The respondents who participated in this study are similar to Lubbock
County's demographic profile for age and income. The sample was slightly skewed toward males and Anglos. More males may have participated in the study due to the time the survey was administered. The nights the survey was administered also coincided with they debut of the new 1998 fall prime-time television network television shows possibly resulting in more males being at home and available to participate. A total of 325 Lubbock County residents participated in this study (Table 1). The questionnaire provided demographic data regarding the respondents' sex, age, race and income. A majority of the respondents (63%) were male; 37% were female and 13 had no response. The largest proportion of the respondents (82%) indicated they consider themselves to be Anglo (268 respondents); 14% (N=43) were Hispanic; 2% (N=7) were
29 African American; 1% (N=3) identified themselves as a member of another ethnic group and 1% (N=4) refused to answer the question.
The 1990 census indicates 67.85% of the population was Anglo, 22.91%
Hispanic, 7.7% African American, 1.22% Asian and 0.31% American Indian.
Table 1 shows the demographic profile of the respondents. Of the respondents who reported an annual household income, the highest proportion of the respondents earned $34,000 or less. The income of the respondents was as follows: 15% (N=48) reported an annual income of $15,000 or less; 15%
(N=49) $16,000 to $24,000; 15% (N=48) $25,000 to $34,000; 12% (N=39)
$35,000 to $49,000; 17% (N=55) $50,000 to $75,000; 14% (N=46) more than
$75,000 and 12% (N=40) refused to answer the question.
Of the respondents who reported their age (Table 1). the highest proportion indicated they were 35 to 44 years of age. Eighteen-percent (N=60) were 18 to 24 years; 14% (N=46) were 25 to 34 years; 25% (N=81) were 35 to
44 years and had the highest frequency of responses in that age category; 8%
(N=27) were age 45 to 49 years; 8% (N=25) were 49 to 54 years; 10% (N=32) were 55 to 64 years; 16% (N=52) were 65 and over and 1% (N=2) refused to answer the question.
The average number of years respondents had lived in Lubbock was 21.9 years with a range of 1 to 76 years (Table 1). The mean number of adults living in the household was 2.0 adults with a range of 1 to 10 adults.
Table 2 reflects the proportion of respondents with TV cable subscription.
A majority or 68% (220 respondents) of the participants subscribed to cable and
30 32% (105 respondents) did not subscribe to cable service. An average of 2.2 televisions were connected to cable in each cable household.
The low number of responses in the different categories of anchor identification, association of anchor to a particular station and characteristic preferences were so small that no comparative or statistical analyses were performed. Therefore, all of the data reported in this study are descriptive statistics. The following data will be explained by research question. A key listing anchors with their respective station or network is included in Appendix B.
Respondents' Preference for Local and Network News
R-Q 1. What proportion of respondents watch network news and local
news, weather and sports and which station or network are viewers most
likely to watch?
Of the respondents who could name a Lubbock news station (Table 3) the highest proportion preferred KCBD for news, KAMC for sports and KAMC for weather. In regards to respondents' preference for a Lubbock television news station, 38% (N=124) preferred KCBD for news; 36% (N=116) preferred KAMC and 21% (N=69) preferred KLBK. For local weather, the highest proportion of respondents preferred KAMC and KCBD. Forty-two percent (N=126) selected
KAMC and 40% (N=122) selected KCBD. For local sports, the highest proportion of respondents preferred KAMC. Thirty percent (N=92) selected the station for sports coverage.
31 Participants reported watching a mean of five-point-three 6 and 10 o'clock
Lubbock newscasts viewed Monday through Friday of the previous week.
Survey respondents reported they watched KCBD 5.9 times a week, KLBK 5.0 and KAMC 4.9. Participants watched weather on KCBD 5.2 times a week,
KAMC 4.2 and KLBK 4.1. The respondents reported they watched sports on
KCBD 4.3 times a week, KLBK 3.5 and KAMC 3.2.
The preferences for a national newscast (Table 4) reflected a low number of responses. The largest proportion of respondents (65%) did not identify a network for national news. For CNN News (Table 5), 54% (N=169) of respondents watched CNN and 46% (N=142) indicated they did not watch the network.
Anchor Recall and Association to News Station
R-Q 2. What proportion of the Lubbock television news market correctly
recalls network news anchors and local news, weather and sports anchors
and associates them with the correct network or local affiliate?
As Table 6 illustrates, the highest proportion of respondents who answered the question identified anchors Karin McCay and Abner Euresti with their correct affiliate, KCBD. However, 30% of the participants (94 respondents) were not able to correctly recall a local newscaster with their affiliate. There were
309 responses with 82% (255 respondents) identifying a Lubbock news anchor and local affiliate.
32 Almost 62% of respondents correctly identified local anchors with the station they watched. Results of respondents' recall (Table 6) of Lubbock television anchors and their correct association with local affiliates indicated that the highest proportion of respondents identified anchors McCay and Euresti and correctly associated them with KCBD. Of the participants who named an individual anchor and associated the newscaster with the correct affiliate, the highest proportion of respondents (71%) who said they watched KCBD identified
McCay or Euresti at 71% (N=87). Of the respondents who said they watched
KAMC, 40% (N=46) identified Leslie and Maddox with KAMC. Of the respondents who said they watched KLBK, 49% (N=34) identified Neighbors and
Kiser. The highest proportion of respondents who answered the question (N=49) teamed McCay with KCBD (40%) followed by KCBD's Euresti with 31% (N=38).
As seen in Table 7, survey respondents were asked to correctly identify and associate Lubbock sportscasters with their correct affiliate. A majority (61%) of the participants (N=118) were not able to recall a sports anchor with his affiliate. Of the 194 responses, 39% of the respondents (N=76) matched a sports anchor and local affiliate. Of the participants who identified an individual sports anchor and correctly matched him to an affiliate, the highest proportion of respondents identified KCBD's Mudd and KAMC's Harris. Of the participants who said they watched KCBD, 29 respondents correctly identified Mudd at 43%.
Of the respondents who said they watched KAMC, 35% (N=29) identified Harris.
Of the participants who said they watched KLBK, 4% (N=2) correctly identified
Pringle.
33 As Table 8 illustrates, the highest proportion of respondents recalled and matched Lubbock TV weathercaster Robison with KCBD. Seventy percent (194 respondents of 274) identified a weather anchor with a local affiliate. Of the participants who said they watched KCBD, 62% (N=74) correctly identified
Robison. Of the participants who said they watched KAMC, 58% (N=69) correctly identified Roberts. Of the participants who said they watched KLBK,
8% (N=3) correctly identified Linscomb.
As seen in Table 9, respondents' recall of national news anchors and their association with the correct network indicated that a higher proportion of
respondents were able to identify Brokaw with NBC than other anchors with their
respective networks. About 38% (N=125) of the participants did not recall a
news anchor with a network. Of the 239 respondents who recalled a network
news anchor, 64% (N=154) matched a national anchor with a network. Of the participants who said they watched NBC, 50% (N=43) correctly identified
Brokaw. Of the participants who said they watched ABC, 40% (N=23) correctly identified Jennings. Of the participants who said they watched CBS, 45% (N=18) identified Rather. Of the participants who said they watched CNN, 1% (N=1) correctly identified Shaw and Woodruff.
Callers asked respondents to name a second news anchor (Table 10) on the same station. The results indicated that the highest proportion of
respondents who said they watched KCBD identified McCay or Euresti on first and second recall. It should be noted that on the first response, 30% (N=100) of the participants did not identify a local anchor with a station. Of the respondents
34 (N=167) who were able to correctly identify an anchor with an affiliate on first recall, the results were as follows: Of the participants who said they watched
KCBD, 40% (N=49) correctly identified McCay on first recall and 31% (N=38) correctly identified Euresti. Of the participants who said they watched KAMC,
22% (N=26) correctly identified Leslie and 17% (N=20) correctly identified
Maddox. Of the participants who said they watched KLBK, 35% (N=24) correctly identified Neighbors and 14% (N=10) correctly identified Kiser
On second recall (Table 10), 43% of the participants (N=140) did not identify another anchor on the same station. Of the respondents who did identify another anchor on the same station, the highest proportion recalled KCBD's
McCay and Euresti. Of the participants who said they watched KCBD, 36%
(N=45) correctly identified Euresti and 25% (N=31) correctly identified McCay.
Of the participants who said they watched KAMC, 13% (N=15) correctly identified
Leslie and 16% (N=18) correctly identified Maddox. Of the participants who said they watched KLBK, 29% (N=20) correctly identified Kiser and 13% (N=9) correctly identified Neighbors.
Callers asked participants (Table 11) to recall another weather anchor on another station. The results indicated that the highest proportion of respondents on first recall who said they watched KCBD correctly identified Robison. Of the respondents (N=146) who were able to correctly identify a weather anchor with an affiliate on first recall, the results were as follows: Of the participants who said they watched KCBD, 62% (N=74) correctly identified Robison. Of the participants who said they watched KAMC, 58% (N=69) correctly identified
35 Roberts. Of the respondents who said they watched KLBK, 8% (N=3) correctly identified Linscomb. Of the respondents who were able to correctly identify a weather anchor with an affiliate on second recall, the results were as follows: Of the participants who said they watched KCBD, 76% (N=38) correctly identified
Robison. Of the participants who said they watched KAMC, 77°o (N=34) correctly identified Roberts. Of the participants who said they watched KLBK,
36% (N=8) correctly identified Linscomb.
Participants were asked to recall another Lubbock sports anchor
(Table 12) on another local station. On first recall, the results indicated the highest proportion of responses identified Mudd and correctly associated him with KCBD. Of the respondents (N=60) who were able to correctly identify a sports anchor with an affiliate on first recall, the results were as follows: Of the participants who said they watched KCBD, 43% (N=29) correctly identified Mudd.
Of the respondents who said they watched KAMC, 35% (N=29) correctly identified Harris. Of the participants who said they watched KLBK, 4% (N=2) said they watched Pringle. It should be noted that on first recall, 60% (N=80) did not identify a sports anchor with a correct affiliate. Of the respondents (N=38) who were able to correctly identify a sports anchor with an affiliate on second recall, the results were as follows: Of the participants who said they watched
KCBD, 61% (N=21) correctly identified Mudd. Of the participants who said they watched KAMC, 55% (N=12) correctly identified Harris. Of the participants who said they watched KLBK, 63% (N=5) correctly identified Pringle.
36 Table 13 illustrates respondents' recall of another national news anchor with the correct network. On first recall, the results indicated that the highest proportion of participants were able to identify and associate Brokaw with NBC.
Of the respondents (N=85) who were able to correctly identify a national anchor with a network on first recall, the results were as follows: Of the participants who said they watched NBC, 50% (N=43) correctly identified Brokaw. Of the participants who said they watched ABC, 40% (N=23) correctly identified
Jennings. Of the participants who said they watched CBS, 45% (N=18) correctly identified Rather. Only one respondent who said he watched CNN correctly identified Shaw and Woodruff. Of the respondents (N=69) who were able to correctly identify a national anchor with an affiliate on second recall, the results were as follows: Of the participants who said they watched CBS, 67% (N=34) correctly identified Rather. Of the participants who said they watched NBC, 56%
(N=18) correctly identified Brokaw. Of the respondents who said they watched
ABC, 55% (N=17) correctly identified Jennings. On second recall, none of the respondents identified an anchor with CNN.
Anchor Preference Factors
RQ-3. What are the factors that contribute to respondents' preferences for
a network and local newscast?
RQ-4. What are the factors that contribute to respondents' preferences for
network and local news, weather and sports personalities?
37 Table 14 illustrates respondents' preferences for a national network. The highest proportion of respondents indicated news coverage as a reason for watching a national newscast. It should be noted that 46% (N=146) of the respondents did not have a reason for watching a network newscast. There were 325 responses with 55% (N=179) identifying a preference for watching network news. Fourteen percent (N=44) suggested news coverage as a reason;
7% (N=24) indicated informative as a factor for watching. Twenty-one percent
(N=71) reported they watched network news for other reasons with five or less responses.
Respondents' preference for CNN News (Table 15) indicated that the most frequent proportion of responses indicated national news coverage as a reason for watching CNN News. There were 202 responses with 82% (N=166) identifying a preference for watching the network. The results were as follows:
19% (N=39) indicated national news coverage as a preference factor; 9% (N=19) indicated convenient time and 32% (N=66) indicated other reasons for watching.
Callers asked respondents why they watched a local news station (Table
16). The highest proportion of respondents preferred local news coverage and the weathercaster as reasons for watching. There were 321 responses with 81%
(N=261) indicating a reason for watching a local news station. The results were as follows: 24% (N=75) suggested local news coverage as a reason for watching;
19% (N=61) indicated the weathercaster as a preference factor; 23% (N=73) indicated other reasons for watching with five or fewer responses.
38 Table 17 illustrates respondents' preference for watching an individual local newscast. The results indicated that local news coverage and weather received the highest proportion of responses for all three Lubbock affiliates.
There were 303 responses with 83% (N=253) identifying a preference factor for watching a local news station. Of the respondents who said they watched
KCBD, 25% (N=31) preferred local news and 18% (N=22) watched the station for weather. Of the respondents who said they watched KAMC, 22% (N=25) preferred local news and 27% (N=31) watched the station for weather. Of the respondents who said they watched KLBK, 24% (N=16) preferred local news. It should be noted that 53% (N=69) indicated other reasons for watching a local news station and 68% (N=50) did not identify a reason for watching a particular
Lubbock affiliate.
Respondents' preference for an individual network newscast (Table 18) indicated that news coverage received the highest proportion of responses as a reason for watching network news. However, 39% (N=96) did not identify a reason for watching a network newscast. There were 249 responses with 61%
(N=153) identifying a reason for watching a network newscast. Of the respondents who said they watched NBC, 14% (N=13) preferred national news coverage. Of the respondents who said they watched CNN, 22% (N=12) preferred national news. Of the respondents who said they watched ABC, 13%
(N=8) preferred national news. Of the participants who said they watched CBS,
14% (N=6) also preferred national news coverage. However, 23% (N=59) indicated other reasons for watching network news.
39 Table 19 illustrates respondents' preferences for watching a Lubbock weather anchor. The results indicated that KCBD's John Robison received the highest proportion of responses in three categories. Of the 188 responses, 20%
(N=39) identified other reasons for watching a weathercaster. Of the respondents who said they watched KCBD's Robison, 25% (N=22) preferred weather accuracy, 11% (N=10) personality and 11% (N=10) watched Robison because of his credibility. Of those who watched KAMC's Roberts, 18% (N=17) preferred accuracy, 9% (N=9) credibility and 9% (8 respondents) watched
Roberts because of his weather graphics. It should be noted that Roberts received the only responses for weather set with 5% (N=5) indicating it as a reason for watching. KLBK's Lincscomb received the lowest proportion of responses in all preference categories. Of those who watched Linscomb, 50%
(N=3) indicated personality as a preference and 33% (N=2) suggested voice as a reason for watching Linscomb.
Respondents' preference factors for Lubbock news anchors (Table 20) indicated that KCBD's anchor team of McCay and Euresti received the highest proportion of responses. There were a total of 179 responses with 86% (N=154) identifying a preference factor for a Lubbock news anchor. Of the respondents who said they watched KCBD, 53% (N=95) identified preferences for McCay and
Euresti. Of the respondents who said they watched KAMC, 26% (N=48) identified preferences for Leslie and Maddox. Of the respondents who said they watched KLBK, 17% (N=31) identified preferences for Neighbors and Kiser.
40 Of the respondents (Table 20) who said they watched McCay, 13% (N=8)
cited personality; 10% (N=6) identified accuracy; 8% (N=5) indicated credibility
and voice and 33% (N=20) identified other reasons for watching McCay. Of the
respondents who said they watched Euresti, 15% cited experience (N=7); 14%
(N=7) identified personality and credibility and 26% (N=12) cited other reasons
for watching Euresti.
Of the respondents who said they watched Leslie, 21% (N=6) cited
personality and credibility and 24% (N=7) cited other reasons for watching Leslie.
Of the respondents who said they watched Maddox, credibility was cited by 29%
(N=7); voice, cited by 12% (N=3) and 29% (N=7) cited other reasons for watching
Maddox.
Of those who said they watched Neighbors, personality was cited by 18%
(N=5); accuracy, cited by 11% (N=3) and 30% (N=8) identified other reasons for
watching Neighbors. Of those who watched Kiser, personality was cited by 33%
(N=4); and credibility, cited by 17% (N=2) as a preference. For the highest combined proportion, 17% (N=32) identified personality as a reason for watching a local anchor followed by 16% (N=29) that identified credibility as a reason for watching a particular newscaster. Thirty-one percent (N=57) of the respondents identified other reasons for watching a particular anchor.
Respondents' preference for a Lubbock sports anchors (Table 21)
indicated that KAMC's Harris received the highest proportion of responses.
There were 72 responses with 80% (N=66) identifying a reason for watching a
local sports anchor. Of those who said they watched KAMC, 62% (N=30)
41 indicated a preference for Harris. Of those who said they watched KCBD, 33%
(N=24) indicated a preference for Mudd. Of those who said they watched KLBK,
6% (N=4) indicated a preference for Pringle. Of those who said they watched
KAMC's Harris, 29% (N=9) cited experience and 12% (N=4) cited his voice. Of the respondents who said they watched KCBD's Mudd, 20% (N=7) cited personality; 12% (N=4) identified sports coverage and 25% (N=9) identified other reasons for watching Mudd. Of the respondents who said they watched KLBK's
Pringle, 17% (N=1) cited intelligence, credibility and voice as preferences for watching. It should be noted that 32% (N=2) did not identify a reason why they watched Pringle and 31% (N=11) did not have a preference for watching Mudd.
Respondents' preference for a national news anchor (Table 22) indicated that NBC's Brokaw received the highest proportion of responses. There were
106 respondents with 83% (N=88) indicating a preference for a national news anchor. Of the respondents who said they watch network news, 42% (N=45) indicated a preference for NBC's Brokaw; 22% (N=24) indicated a preference for
ABC's Jennings; 16% (N=17) indicated a preference for CBS's Rather; and 1%
(N=2) indicated a preference for CNN's Shaw and Woodruff. Credibility was the most important attribute suggested by respondents. Of the respondents who said they watched NBC's Brokaw, credibility was cited by 13% (N=7). However,
47% (N=25) who said they watched NBC's Brokaw identified other preference factors. Of those who said they watched ABC's Jennings, credibility was cited by
18% (N=5). Of those who said they watched CBS's Rather, credibility was cited
42 by 18% (N=4). Of the participants who said they watched CNN's Shaw and
Woodruff, credibility was indicated by 1% (N=2).
Respondents' Income and Lubbock Anchor Preference
Income was not a factor (Table 25) of respondents preference for a
Lubbock news anchor. However, 7% (N=13) with an income of $75,000 or more were more likely to watch KCBD's Euresti; and 5% (N=9) were more likely to watch KAMC's Leslie. 7% (N=13) with an income of $50,000 or more were more likely to watch KCBD's McCay.
43 Table 1. Demographic Profile of Respondents
Gender N %
Male 196 63 Female 116 37 Total 312 100%
*13 respondents did not indicate gender
Race N % White 268 82 Black 7 2 Hispanic 43 13 Other 3 1 Refused 4 1 lotal 32^5 99%
Income N % $ < 15K 48 15 $16-24 K 49 15 $25-34 K 48 15 $35-49 K 39 12 $50-75 K 55 17 $ >75K 46 14 Refused 40 12 Total 325 100%
Age- U. -% 18-24 60 18 25-34 46 14 35-44 81 25 45-49 27 8 49-54 25 8 55-64 32 10 65 plus 52 16 Refused 2 1 Total 325 100%
M Range
Years living in Lubbock 21.9 1 -76 years Adults in Household 2.0 1 -10 adults Children in Household .85 0 - 9 children
44 Table 2. Cable Subscribers
Cable N % Cable Subscribers 220 68 No Cable 105 32 Total 325 100%
'Mean of 2.2 televisions subscribing to cable in each household
Table 3. Respondents Preference for Lubbock TV News Station
Newscast Local News Local Weather Local Sports Mean N % N % N % Newscasts KLBK 69 21 11 4 44 15 5.0 KAMC 116 36 126 42 92 30 4.9 KCBD 124 38 122 40 73 24 5.9 OTHER 10 3 14 5 40 13 5.4 DON'T KNOW 6 2 26 9 53 18 3.2 TOTAL 325 100% 299 100% 302 100% 5.3
Table 4. Respondents Preference for National Newscast
Newscast N /o
CBS-KLBK 9 6 ABC-KAMC 7 5 NBC-KCBD 9 6 CNN 16 10 OTHER 12 8 DON'T KNOW 101 65
TOTAL 154 100%
45 Table 5. Respondents Preference for CNN News
CNN N %
Watch CNN 169 54 Don't Watch 142 46 Total 311 100%
Table 6. Recall of Lubbock TV Anchors and Association with Local Affiliates
Neighbors Kiser Leslie Maddox McCay Euresti Other D-K Total N % N % N % N % N % N % N % N % N% KLBK 24 35 10 14 0 0 1 1 2 3 1 1 4 6 27 40 69 100
KAMC 1 1 2 2 26 22 20 17 5 4 6 5 11 10 45 39 116 100
KCBD 0 0 0 0 2 1 2 1 49 40 38 31 11 10 22 17 124 100
*KLBK-Neighbors and Kiser; KAMC-Leslie and Maddox: KCBD-McCay and Euresti
Table 7. Recall of Lubbock TV Sportscasters and Association with Local Affiliates
Pringle Harris Mudd Other Don't know Total N % N % N % N % N % N % KLBK 2 4 1 3 2 4 3 7 35 82 43 100
KAMC 2 2 29 35 1 1 4 5 48 57 84 100
KCBD 1 2 0 0 29 43 2 3 35 52 67 100
KLBK-Pringle; KAMC-Harris: KCBD-Mudd
46 Table 8. Recall of Lubbock TV Weathercasters and Association with Affiliates
Station LINSCOMB ROBERTS ROBISON Other Don't Know Total N % N % N % N % N % N % KLBK 3 8 6 16 4 11 7 20 16 45 36 100
KAMC 1 1 69 58 7 6 8 6 34 29 119 100
KCBD 0 0 11 9 74 62 4 4 30 25 119 100
*KLBK-Linscomb; KAMC-Roberts; KCBD-Robison
Table 9. Recall of National News Anchors and Association with Network
Network Rather Jennings Brokaw Shaw-Wd. Other Don't-K. Total N % N % N % N % N % N % N % CBS 18 45 1 2 1 2 0 0 1 2 19 49 40 100
ABC 1 1 23 40 3 5 0 0 4 7 27 47 58 100
NBC 2 2 2 2 43 50 0 0 7 8 32 37 86 100
CNN 1 1 1 1 1 1 1 1 4 7 47 85 55 100
^CBS-Rather; ABC-Jennings; NBC-Brokaw; CNN-Shaw-Woodruff
47 Table 10. Recall Local News Anchor and Recall Another News Anchor
Anchor Response Total
St 2nd
% o, N N % N /O KLBK 69 100 Neighbors 24 35 9 13 33 48 Kiser 10 14 20 29 30 43
KAMC 116 100 Leslie 26 22 15 13 41 35 Maddox 20 17 18 16 38 33
KCBD 124 100 McCay 49 40 31 25 80 65 Euresti 38 31 45 36 83 67
Other 26 8 47 15 D-Know 100 30 140 43
Table 11. Recall Weather Anchor and Recall Weather Anchor on Other Station
Anchor Response Total
^st pnd
N % N % N %
KLBK 58 100 Linscomb 3 8 8 36 11 19
KAMC 163 100 Roberts 69 58 34 77 103 63
KCBD 169 100 Robison 74 62 38 76 112 66
Other 19 67 16 14
D-Know 80 29 0 0
48 Table 12. Recall Sports Anchor and Recall Sports Anchor on Other Station
Anchor Response Total
St ,nd
N % N % N %
KLBK 51 100 Pringle 2 4 5 63 7 14
KAMC 106 100 Harris 29 35 12 55 41 39
KCBD 101 100 Mudd 29 43 21 61 50 50
Other 9 5 4 6
D-Know 80 60 18 28
Table 13. Recall National News Anchor and Recall Other National News Anchor on Other Network
Anchor Response Total
^st pnd
N % N % N %
CBS 91 100 Rather 18 45 34 67 52 57
ABC 89 100 Jennings 23 40 17 55 40 45
NBC 118 100 Brokaw 43 50 18 56 61 52
CNN 58 100 Shaw-Wd. 1 1 0 0 1 1
49 Table 14. Respondents' preference Factors for National Network
Preferences N % Coverage 44 14 Informative 24 7 Up-to-date 16 5 Trustworthy 12 4 World News 6 2 Convenient 6 2 Other 71 21 Don't Know 146 46 Total 325% 100%
'Other Less Than Five Responses
Table 15. Respondents Preferences for CNN News
Preferences N %
Nat. News 39 19 Convenient Time 19 9 Inter. News 14 7 Accuracy 10 5 Sports 8 4 Credibility 7 3 Personality 1 1 Weather 1 1 Habit 1 1 Other 66 32 Don't Know 36 18 Total 202 100%
50 Table 16. Respondents Preferences for Local News Station
Local Station N %
Local News Cov. 75 24 Weathercaster 61 19 Sportscaster 20 6 Credibility 17 5 Habit 15 5 Other 73 23 Don't Know 60 18 Total 321 100%
*Other less than 5 responses
Table 17. Respondents Preference Factors for Local Newscast
Station Lcl. Nws Cred. Habit WX Sprts. Other D-K Total N % N % N % N % IS I % N % N % N % KLBK 16 24 5 7 3 4 7 10 6 9 15 22 16 24 68 100
KAMC 25 22 1 1 5 4 31 27 8 7 20 18 23 20 113 100
KCBD 31 25 11 9 7 6 22 18 6 5 34 28 11 9 122 100
Table 18. Respondents Preference Factors for Network News
Net. Cov. Upto. Infor. Wrid. Conven. Trust Other D-K Total N % N % N % N % N % N % N % N % N % CBS 6 14 3 7 5 12 0 0 1 2 1 2 8 18 19 45 43 100
ABC 8 13 2 3 6 9 3 5 1 2 3 5 12 20 26 43 61 100
NBC 1314 3 3 4 5 1 1 1 1 6 7 28 31 34 38 90 100
CNN 12 22 4 7 7 13 1 2 1 2 2 3 11 20 17 31 55 100
51 O o o O o o CT3 o" -^ 00 O 1 2 10 0 2 7 10 0 CD CJ) 00 2 9 10 0 2 4 10 0 6 0 10 2 7 10 0
CO CM CD n . To t % N LO '^ O (J) O vO CM 0 ^ i_ O 00 -•^ CD CM 00 LU r^- o CM •D
% N CM
th . D - CM O LO Oi CO CD C en cn CO eg CM CM CO CM CO o ^ •^ •^ •^ 0) z o CM >s sz.«—• 00 CO CD -^ CM CO ^-^ o^ o CD CO CO O X O o ^Z o 00 CO 00 CO •"^ o CJ) •4—' o o ^ o o LO o Q c CO CD CD X ^2 o o iS> o < O CO c ^z o o o o CM o o 00 LO O 6- < 0 d ^ T— CM Z3 •D o o o o o o r-- CM o o
52 o o o o O O o o o o o O o o •^ •^ ••" •^ ?0^ T y~~ 1— CO CO 00 CO CM LO CM CM LO •2z CO CO CO
§^ CM CO CO •^ LO O O CO CO CM c 03 ^ .,_ O CM CO -^ 00 O n^ •^ •^ LO h- 00 lO 00 N- CM ^ O .^ •1— -I— CM CD O sz c LO CM r- O 6^ - CD CD CM
o h- CM CD O i^ ^ 00 - CD CO o CM ^ CM CO CO O kz CO CO CO i_ ^ o r^ o o 3 ^ LO o o o o 3 .c o r o o < CM < o c o o - o o o < z CO < z CD CO CO o ^ •a CM 0 CD o^ ^ 00 •^ CM o o Q. o^ o o X o 13 CL CD ^Z o •^ CO C/) l_ LU Z CM - - o lo o CO o N- CM o ^—« •^ (D ^ "^ CO • ??? ^ CD o o O 00 .n. Z CD O ^. CL (J) •^ o O^ o > z - LU -^ CM -^ CO o CO CO O r>- t^ o 1_ o o 00 00 CO — o^ •o T— CO o •D CD 10 0 CO CD 3 CoO O CM O o U- •^ o II OZ ^ lO r>- CVJ 0 0 > z m o r>- Q r^ o CD co c o^ ' 0^ lO o CM o 6 O 0 CO 0 k. XJ k_ "O) 0 CD 0 -*—» co" z •^ c^ o 0 1- o ^ o -bz 'i_ k_ O^ ^ 0 i_ co" CO CL c .s5 CO CD 'c "co o X "co LO -^ CM o CD I c c Q. c 0 0 0 ^^ o - CO o I •D TD -r- - 1— o c C O < CQ o o^^ o Q. o r-. o r-- o < CM CL CD o CO CO CD k_ _0 CO LT 0
53 Table 23. Respondents Income and Preference for Local News Anchor
$15K $15-24 $25-34 $35-49 $50-75 $>$75K Refused Total N % N /o N /o N % N /o N % N % N % Neighbors 4 15 3 11 2 7 4 15 5 19 2 7 7 26 27 100
Kiser 1 8 1 8 3 25 5 42 1 8 1 9 0 0 12 100
Leslie 5 17 2 7 6 21 0 0 6 21 9 31 1 3 29 100
Maddox 5 21 6 25 4 17 2 8 5 21 2 8 0 0 24 100
McCay 6 10 10 17 10 17 8 13 13 22 5 8 8 13 60 100
Euresti 6 12 5 11 4 8 6 13 6 13 13 28 7 15 47 100
*KLBK-Neighbors & Kiser; KAMC-Leslie & Maddox; KCBD-McCay & Euresti
54 CHAPTER V
DISCUSSION
Summary of Literature Review
Today television news is the choice of a majority of Americans as an information source (Bowman, 1997). Because television news has developed into an important part of American life, there have been numerous studies to research why it is such a highly regarded source of information. This study has focused on past research that measured the value placed on television news anchors as a motive to insure viewership.
Parasocial interaction (PSI) is one area of research that explores the relationship between television and the audience. The theory was first researched by Horton and Wohl (Stamm, 1986). Stamm wrote that Horton and
Wohl's theory was based on the idea that the electronic media give the impression that there is a relationship between the performer and the audience.
Stamm's research sought to identify the PSI techniques used by today's newscasters to build a rapport with the audience. Singletary (1976) focused on the different variables that contribute to a successful anchor. Among those listed by respondents in the study were descriptive words like knowledgeability, trustworthiness and attraction. Lin's (1992) research indicated that anchor evaluation was an important reason in selecting a television newscast.
Harmon's (1977) study researched the connection between the length of time a respondent had lived in the market and the ability to recall local anchors.
55 His findings suggest that the longer respondents lived in the Lubbock, TX, market the higher their recall of news anchors.
Research Questions and Study Findings
This section will address the television network, the local news station, weather and sportscasts the respondents said they preferred to watch. It will also discuss the results of the participants' ability to recall national and local anchors and match them with their correct network or affiliate.
Thirty-eight percent of the respondents said they watched KCBD for local news followed by KAMC. For local weather, 38% preferred to watch KAMC followed by 37% who preferred KCBD. For local sports, 30% of the participants preferred to watch KAMC followed by KCBD. In all three categories, KLBK received the lowest proportion of responses.
In the national news category, the majority of respondents (65%) did not have a reason for watching a national network. When participants were asked whether they watched CNN News, 54% said they did watch the network while
46% said they did not watch CNN.
When respondents were asked to identify and match local and national anchors with their correct affiliate or network, 30% did not identify local anchors with their correct affiliates. Of those who said they watched KCBD, just under three-quarters of the respondents correctly identified local anchors McCay and
Euresti. Of those who said they watched KAMC, 40% correctly identified Leslie
56 and Maddox. Of those who said they watched KLBK, just under half of the participants correctly identified Neighbors and Kiser.
For local sports, the majority of the respondents (61%) did not identify a
Lubbock sports anchor with his affiliate. Of the participants who said they watched KCBD, 43% correctly identified Mudd. Among the participants who said they watched KAMC, 35% correctly identified Harris. Only 4% of the participants who said they watched KLBK correctly identified Pringle.
For local weather, the highest proportion of respondents who said they watched a local affiliate for weather correctly identified John Robison. Of the participants who reported they watched KCBD, just over 60% correctly identified
Robison. Of the respondents who said they watched KAMC, 58% correctly identified Roberts. Only 8% of the respondents who said they watched KLBK correctly identified Linscomb.
The highest proportion of respondents who said they watched national news correctly identified anchor Tom Brokaw. It should be noted that 38% of the participants did not recall a news anchor with a network. Half of the participants who said they watched NBC correctly identified Brokaw. Of the respondents who said they watched ABC, 40% correctly identified Jennings. Of the participants who said they watched CBS, 45% correctly identified Rather. Only 1% of the participants who said they watched CNN correctly identified Shaw and Woodruff as anchors.
This section of the discussion will address the factors respondents preferred in a network or Lubbock newscast. It will also examine the reasons
57 participants preferred to watch network, local news, weather and sports
personalities.
The highest proportion of respondents (46%) did not indicate a reason for
watching a national newscast. Of the participants who said they watched
network news, 14% identified news coverage as a reason for watching while 21%
said they watched network news for other reasons such as least biased, in-depth
and professional.
The highest proportion of respondents (19%) who identified a reason for
watching CNN said they preferred national news coverage while others (9%)
indicated convenient time as a reason to watch. The highest proportion of
respondents (24%) said local news coverage was the reason they watched a
Lubbock news station followed by 19% who identified weather as a reason for
watching. It should be noted that just under one-quarter of the respondents listed
other reasons for watching such as precise newscasts, in-depth coverage and
news format.
The highest proportion of respondents who identified a preference said
local news and weather were the reasons they watched Lubbock news stations.
KCBD received the highest proportion of responses. Of those who said they watched KCBD, one-quarter of the participants preferred local news coverage and 18% preferred weather. Of the respondents who said they watched KAMC,
22% preferred local news and 27% preferred weather. Of the participants who
said they watched KLBK, 24% preferred local news. It should be noted that more
than half of the participants indicated other reasons for watching a particular
58 Lubbock affiliate such as professional newscasters, health reports and other
anchors.
The highest proportion of respondents who identified reasons for watching
local weather preferred KCBD's John Robison. Accuracy, personality and credibility were the top three reasons respondents identified for watching a local weathercaster. KAMC's Roberts received the only responses for weather set with
5% identifying it as a preference.
The highest proportion of respondents who identified reasons for watching
a local news anchor team preferred KCBD's Karin McCay and Abner Euresti.
Personality, credibility and accuracy were the top three reasons respondents
identified for watching a local news anchor.
The majority of respondents who identified reasons for watching a local sports anchor preferred KAMC's John Harris. Experience, personality and sports coverage were the top three reasons respondents identified for watching a local sportscaster.
Respondents' preferences for watching a national news anchor indicated that NBC's Tom Brokaw received the highest proportion of responses.
Credibility, personality, voice and accuracy were the top four reasons respondents identified for watching a national news anchor. Of the respondents who said they watched NBC, 42% indicated a preference for Brokaw. Of the respondents who said they watched NBC's Brokaw, credibility was cited by 13% however, 47% identified other preference factors.
59 Interpretation of Findings
The most relevant findings of this study were the high proportion of
respondents who did not identify local and national anchors with their affiliates or
networks. The results indicated that 30% of the respondents did not identify local anchors and with their affiliates, 61% did not identify local sports anchors with their stations and 38% did not recall national anchors with their correct networks.
It should also be noted that 65% of the respondents indicated they did not have a preference for network newscast, but more than half of the respondents did indicate that they watched CNN News.
There are several reasons for these results. Networks, affiliates and cable channels rely on the television ratings system to determine the number of viewers who watch a particular program. A sample of the audience from individual markets fills out diaries or have meters that monitor what they are watching on television. There are problems with these two approaches. Viewers who participate in a survey may not correctly fill out a television diary, may not have watched the program that they indicated or may forget to fill out a diary.
The meter system, which records the programs being watched, also has its drawbacks. A television set may be on, but that is not always an indication that someone is watching.
Social and cultural changes are also factors that have an impact on viewing habits. People's schedules are more hectic. Potential viewers may not be home to watch a television newscast or they may be busy doing other things
60 when the news comes on. Finally, cable has had an impact on the television news audience. Viewers have multiple channels to choose from which has reduced the audience for television news. The cable news channels have also cut in to the local and traditional network newscasts.
The rest of this section will address the reasons indicated by the respondents who said they watched Lubbock television news and network news.
There are a number of factors why the highest proportion of respondents said they preferred KCBD for local news. The NBC affiliate has an anchor team that
has been on the air together for more than 20 years. News anchor Karin McCay
is a 21-year veteran of the Lubbock market and her partner, Abner Euresti, has
been anchoring the news for 25 years. KCBD news continues to be the ratings
leader. In November of 1998, it won the 10 p.m. news with an 18 rating and a 32 share (Nielsen Station Index, Lubbock, TX, 1998). Throughout this study, the
highest proportion of respondents consistently preferred the KCBD anchor team.
Respondents who preferred KAMC for local news also selected a station with a stable anchor team. Karia Leslie has been on the air for 20 years. Her
partner. Bill Maddox, has 30 years of anchor experience. Leslie started her career at KCBD. Though she and Maddox did not become an anchor team until
1994, their stable partnership could be credited for helping increase channel 28's audience. KAMC placed second in the November 1998 ratings with a 12 rating
and a 22 share (Neilsen Station Index, Lubbock, TX, 1998).
KAMC was slightly preferred by the highest proportion of respondents
over KCBD for local weather. The ABC affiliate's meteorologist, Ron Roberts,
61 has 12 years experience on the air in Lubbock. KAMC's state of the art weather
set and graphics may have helped put him slightly ahead of consistent ratings
winner KCBD. The NBC affiliate's meteorologist, John Robison, has been on the
air for 16 years. He, McCay and Euresti have the most longevity together as a
news team. Because weather is so important in local markets, it is not surprising that KAMC was preferred slightly by more of the respondents than KCBD. Both weathercasters are well known in the Lubbock market.
KAMC was the preferred news station for local sports. Sportscaster John
Harris has more than 20 years on the air in the Lubbock market and has
anchored the sports on all three affiliates. He is a well-known name in Lubbock.
Harris has also been closely associated with coverage of Texas Tech University
athletics, which may help set him apart from his competition. It was not
surprising that ratings winner, KCBD, was not preferred by the highest proportion
of respondents for local sports. The affiliate's sportscaster, Brian Mudd, has the
least amount of years on the air in Lubbock. Mudd has been on the air since
1997. However, Mudd's association with the number one news station may help
his recognition factor.
KLBK was preferred by the least number of respondents for news, sports and weather. The CBS affiliate consistently places third in the ratings. Its news
anchors, Becky Neighbors and Kurt Kiser, have been on the air together for 4
years. KLBK meteorologist Steve Linscomb has been on the air for 5 years. At
the time the survey was administered, sports anchor Dave Pringle had been on
the air for IVa years. He is no longer with KLBK. Though the CBS affiliate has a
62 stable anchor team and weathercaster, it may continue to have a difficult time
competing against KCBD's market dominance and KAMC's well known on-air
personalities.
Of the participants in this study, a majority (65%) did not identify a network
for national news. Those results suggest that the respondents value local news
more than a national newscast. The time the network newscasts air in Lubbock
may also be a factor. The national news airs at 5:30 p.m. Central Time. The
audience may not be at home when the newscast airs. Also, there may be less
incentive to watch because the local affiliate's 10 p.m. newscasts carry the
national and world news of the day. CNN and other 24-cable channels may also
be a factor in why the respondents did not have a preference for a national
newscast. The audience no longer has to wait for the traditional network
newscast. Viewers can get up-to-date information anytime during the day from cable news.
In contrast the traditional network news, more than half of the respondents said they watched CNN. The high number of responses may indicate viewers watch CNN because it is readily available. Unlike the traditional network newscasts that air at a certain time, CNN can be sampled by viewers at anytime
24-hours a day.
KCBD news anchors McCay and Euresti were identified and matched with their affiliate by the highest proportion of respondents compared to the other anchor teams in the market. McCay and Euresti have been on the air together for more than 20 years. Their stability in the Lubbock market is a strong indicator
63 as to why more respondents were able to identify and match the anchor team
with their news station. McCay and Euresti's longevity on the air reflects their
popularity with the audience. KCBD's longtime dominance also supports the
importance of a stable anchor team. Though 71% of the respondents identified
McCay and Euresti and matched them to KCBD, it should be noted that 30%
could not identify anchor with their correct affiliates. The results may indicate
that despite the presence of such a stable news team, there are apparently many
people who do not watch local news or know who the anchors are.
Past research suggests why a majority of the respondents (61%) did not
identify a Lubbock sportscaster and match him with his affiliate. Studies
indicated that audiences do not watch a local newscast specifically for sports.
Past studies indicate news and weather anchors are the most important reasons viewers give for watching local news (Lin, 1992). The low number of respondents who identified a Lubbock sportscaster with his affiliate supports those findings. An equal but small number of respondents matched Brian Mudd with KCBD and John Harris with KAMC. An interesting note is that John Harris has been a sports anchor in the Lubbock market for more than 20 years and has anchored on all three affiliates. Despite his longevity, only a small number of respondents identified Harris with KAMC. However, KCBD's Brian Mudd has been on the air for less than two years and had an equal number of respondents.
Mudd's connection with the dominant news station in the market may indicate why respondents were able to correctly identify him with KCBD.
64 There are a number of reasons that suggest why the highest proportion of respondents matched weather anchor John Robison with KCBD. As noted earlier, KCBD is the consistent ratings winner. Past research suggests that weather is the most important reason why viewers watch a local news station.
Weather is also considered very important in the Lubbock market. In addition.
Robison's 16 years with KCBD have enabled him to build a strong connection with the audience.
KAMC weather anchor Ron Roberts was also popular. Approximately the same number of respondents matched Roberts with KAMC. Roberts has been on the air a total of 12 years in the Lubbock market. Although he works for the number two station, it is no surprise that only five fewer respondents than
Robison identified Roberts with KAMC. Roberts' longevity in the market and the popularity of weather in a newscast are reasons why respondents correctly identified him with KAMC. As mentioned earlier, KLBK's Steve Linscomb has been on the air for five years. His affiliation with the number three station in the market may account for only three respondents identifying Linscomb and matching him with KLBK. Robison and Roberts' popularity may also have an impact on Linscomb's low number of respondents.
More than half of the respondents did not match a national anchor with a correct network. The results indicate that many people do not watch a national news show and can not identify an anchor. The highest proportion of respondents matched Tom Brokaw with NBC which could be connected to
KCBD's market dominance. The network news is sandwiched between KCBD's
65 5 p.m. and 6 p.m. newscasts. KCBD's popularity as a news station may help keep viewers tuned to the channel for the 5:30 p.m. network news with Brokaw.
A high proportion (46%) of respondents were not able to identify a reason for watching a network newscast. Given the apparent inability of a majority of respondents to identify an anchor with a network, the results may suggest that the participants did not have as many reasons to connect with network news compared to local news. Of the participants who gave a reason for watching network news, 14% preferred national news coverage. The highest proportion of respondents who identified a reason for watching CNN said they also preferred national news coverage. CNN is known for its 24-hour news coverage and the latest information.
Respondents identified local news coverage as the most important reason for watching KCBD, KAMC and KLBK. Weather was identified as the second most important factor. Again, these results support past research that indicates that local news and weather are the most important reasons viewers watch a local news station.
The highest proportion of respondents who identified reasons for watching local weather preferred KCBD's John Robison. They cited accuracy, personality and credibility as the top three reasons for watching Robison. KAMC's Ron
Roberts received the second highest proportion of respondents. Participants said they watched Roberts because of his credibility, accuracy and weather graphics. Roberts was the only meteorologist whose weather set was identified as a reason for watching. KAMC's weather set has been highly promoted.
66 Because weather is the number one reason viewers watch local news, a weather set that is different and stands out may get the attention of viewers. These preferences identified by the respondents support past studies into parasocial interaction. PSI is the audience's tendency to build a relationship with people on television. Research indicates that viewers seek out newscasters that exhibit qualities found attractive in personal relationships. These attributes described by the respondents are important factors that may influence the audience's decision to watch a certain weathercaster.
Personality, credibility and accuracy were the top three reasons respondents identified for watching a news anchor on all three Lubbock affiliates.
The highest proportion of respondents who identified reasons for watching a local sports anchor preferred KAMC's John Harris. Experience, personality and sports coverage were the top three reasons respondents identified for watching a local sportscaster.
The highest proportion of respondents who identified reasons for watching a network news anchor preferred NBC's Tom Brokaw. Credibility, personality, voice and accuracy were the top four reasons respondents identified for watching a national news anchor. As mentioned earlier, these attributes identified with national and local television anchors support past parasocial interaction research. Studies indicate that the more PSI qualities anchors are perceived to have by the audience, the more successful they may be. These parasocial qualities help newscasters build an audience. Viewer perception of a newscaster is an important part of television research. An anchor may be a competent
67 broadcast journalist but may not possess the qualities the audience finds important or attractive. Therefore, the presence of certain parasocial qualities in a newscaster can be considered an important predictor of success.
Future Implications and Research
The Lubbock television news market is undergoing a major change. In
1999, Quorum Incorporated, the owner of CBS affiliate KLBK and VHR
Incorporated, the owner of ABC affiliate KAMC, formed a shared services partnership. The two stations have merged their operations, including news departments. Although the two stations are keeping their individual newscasts and anchors teams, there is speculation about the impact the shared services agreement may have on the television news market in Lubbock.
NBC affiliate, KCBD, is the only locally owned station in the market. In a telephone interview, owner and general manager Bill DeTournillon said although
it reduces news coverage for Lubbock viewers, the merger between KLBK and
KAMC is good for KCBD because it decreases the competition for local news.
However, DeTournillon expressed concern about the future. He predicted that the merger, which he says will cut overhead for the two stations and decrease personnel at KAMC and KLBK, would eventually result in one newscast. If that
happens, it will change the three-way ratings race into a two-way race. The local television news audience, which is currently split by three newscasts, would be
shared by only two. DeTournillon said he is not concerned and that KCBD will
continue to provide local news. News anchors Karin McCay and Abner Euresti
68 signed new 10-year contracts in 1998 helping to ensure the future of the number one news team. The new contract also demonstrates the importance of news anchors in a local market (personal communication, March 11, 1999).
KJTV, the local Fox affiliate, is still considering whether to jump into the local news market. Vice President and general manager, Larry Landaker, said that the TV station would not be adding news in 1999. However, Landaker said that if KJTV does become the fourth news entry in the market, it would not be a traditional newsroom or newscast. KJTV would air a local newscast at 9 p.m. instead of 10 p.m. Landaker said the newscast would appeal to a younger audience and that a newsroom does not have to be a number one to compete for a different demographic audience. A KJTV newscast would face stiff competition from prime-time television programming on the ABC, NBC and CBS networks.
Landaker concluded that, "the changes undenA/ay in the KLBK and KAMC newsrooms puts everything on the table." He added that KJTV would not turn down any anchors that might be displaced in the future from the CBS and ABC affiliates in Lubbock (personal communication, March 11, 1999).
There will continue to be an audience for local television news and on air personalities will grow in importance. A popular news anchor who draws an audience is a commodity that TV stations recognize is crucial in order to compete in the developing world of television news. The increasing impact of a cable television, which continues to divide the television audience, also underscores the importance of having recognizable anchors who attract viewers. Future research could include the impact of increased competition for local and network
69 news audiences as well as possible changes in what viewers may require from television news. The changes the Lubbock news market is undergoing would also be an interesting area of research. In addition, studies may also explore
how the role of television news anchors may evolve in the future.
Successful Strategies and Recommendations
KCBD has experienced great success with the anchor team of Karin
McCay and Abner Euresti. As mentioned earlier, the highest proportion of
respondents in this study who identified reasons for watching a local news
anchor team preferred McCay and Euresti. Personality, credibility and accuracy
were the top three reasons respondents identified for watching a news anchor on
all three Lubbock affiliates.
KCBD continues to be the consistent ratings winner by not only having
stable news anchor team but promoting them as well. McCay has been
associated for many years to health reporting. Research has shown that health
news is popular with the audience. Every 10 p.m. KCBD newscast normally
includes a "Healthwise" segment with Karin McCay. It Is McCa/s own franchise within the show and has helped connect her with the Lubbock audience. Her
health reporting is viewed as a contribution to the community and gives McCay
credibility with her viewers. Abner Euresti has been tied to investigative
reporting. These special reports also boost his credibility and trustworthiness.
The anchor team has also been associated with The Children's Miracle
Network Telethon." This annual telethon has developed into a community wide
70 endeavor. McCay and Euresti are seen as the focal point of the event. The
fundraiser has solidified their relationship with the audience. Another vehicle that
has tied the anchor team to the South Plains audience is the annual "U-Can
Share Food Drive." This fundraiser for the South Plains Food Bank has also
developed into a community wide project. The telethon and the food drive not
only showcase McCay and Euresti, they provide free publicity for News Channel-
11. These two vehicles also provide an opportunity for McCay and Euresti's
personalities to be showcased in a way that a nightly newscast may not allow.
Respondents in this study identified accuracy, credibility and personality
as the top three reasons reported for watching KCBD meteorologist John
Robison. According to this study, weather is the number one reason viewers watch a local newscast and News Channel 11 capitalizes on that fact by featuring the latest technological tools. A typical weather forecast includes
Doppler radar, skycam, the latest weather graphics and digital satellite images.
These advancements in forecasting are in direct response to the audience's increased interest in weather. Robison also builds on the credibility he has established with the audience by providing "live" updates. The South Plains is known for its tornado season, and local television news is an important source of information about threatening weather. "Breaking in" to television programming to deliver the latest on the weather not only adds to Robison's credibility it also showcases his expertise and weather accuracy.
News Channel 11 is number one in the ratings because of its solid and stable anchor team and station promotion of the anchors. KCBD has enjoyed
71 great success, but it is no time for the station to rest on its laurels. Although the
majority of Americans may identify television as its number one source for news, cable competition is eroding the news audience. KCBD should continue to
promote its main news team as well as the anchors on its other newscasts.
Karin McCay, Abner Euresti, and John Robison will not be around forever.
Promoting KCBD's "B Team" will help ensure KCBD has credible and recognizable anchors prepared to step into the 6 p.m. and 10 p.m. anchor positions.
KCBD would also be wise to invest in research that provides data about what the audience will be demanding from local news in the future. KCBD should explore ways to connect with its news audience via the Internet. Though
KCBD does have a web site that provides basic news information, it would be valuable to also create interactive opportunities that reinforce the audience's connection to the station. KCBD may also explore adding more newscasts or even secure its own cable channel that would deliver 24-hour news.
Television news on KLBK and KAMC is in a state of transition. In 1999, the two affiliates signed a joint operating agreement that merges resources and cuts overhead. Although the partnership reduces the television news choice for viewers, it does create a provocative business relationship. If local television news is eventually cancelled on KLBK or KAMC, it may provide an opportunity for the station that airs a local newscast to aggressively compete against KCBD.
KAMC and KLBK should invest in research to examine how to effectively create
72 a new on-air news team from talent on both stations that could compete against
KCBD.
KJTV (FOX) has yet to enter the local television news race. As mentioned
earlier, the station is interested in attracting a younger demographic market.
KJTV should also invest In research to examine the needs and wants of a
younger audience. The research may show that young people want a mixture of
entertainment and news. Instead of using existing anchors in the Lubbock
market left behind if KLBK and KAMC merge newscasts, KJTV might showcase
a new anchor team. Such an anchor team should have the characteristics
attractive to a young audience such as fashion, music, and school.
This is an exciting but volatile time In the television news Industry. We are
living in the information age and television news must cater to its audience. The
bottom line is that competition is increasing and, in order to survive, television
stations must find opportunities to maintain market share and expand that base
in the future.
Limitations
Ttiis study's research questions were too broad and therefore yielded tcx) much information. If it were conducted again, limiting the questions would help focus the study. That would. In tum, provide a shorter and less complicated questionnaire. A narrower focus may also provide more statistically significant
results. Increasing the number of respondents may provide results that are more substeintial. This study included 325 respondents. The numbers in the cells
73 were too small for statistical analysis. Therefore, it cannot be generalized to the population. A larger number of respondents may add more validity to the study.
The questionnaire was administered during the debut of the 1998 fall season of prime-time network television shows. That factor reduced the number of respondents who were willing to participate. Respondents may have also had difficulty recalling channels and station affiliates because the cable channel is different from the channel assigned to the affiliates by the F.C.C.
74 REFERENCES
Allen, C. M. (1988). Parasocial Interaction and local TV news: perceptions of news teams and news personalities in Denver. Paper presented at the annual meeting of The Association for Education in Journalism and Mass Communication, Portland, OR.
Auletta, K. (1996). The news rush. The New Yorker. 72 (4). 42-45.
Berlo, D. K., Lemert, J. B., & Mertz, R. J. (1970). Dimensions for evaluating the acceptability of message sources. Public Opinion Quarterly. 33 (4), 563-576.
Bowman, K. (Ed.). (1997). Opinionpulse: the latest sun/ey data. The American Enterprise, 8 (5), 91-94.
Bowser, A. (1997). Weather fronts local news. Broadcasting. 127 (44), 61-68.
Cathcart, W. (1969-70). Viewer needs and desires in television newscasters. Journal of Broadcasting. 14 (1), 55-62.
Diamond, E. (1993). Anchor wars. In Fensch, Thomas (Eds.), Television News Anchors (pp. 111-122). Jefferson, NC: McFarland & Company, Incorporated.
Fitzgerald, M. (1996). TV grows as local news source. Editor & Publisher. 129 (49), 9.
Grelsing, D. & Oneal. M. (1995). All news, all the time, any time soon? Business Week. 3455. 42-43.
Harmon, M. D. (1997). A case study of anchors who stayed In their market. Feedback. 38(2). 6-10.
Hawkins, R. (1990). CNN's non-stop decade. Cable Television Business. 27 (11). 25-33.
Higgins, J. &Petrozzello, D. (1998). Fox chases the news. Broadcasting & Cable. 128 (21). 44-48.
75 Houlberg, R. (1981). The audience experience with television news: a Qualitative study. Paper presented at the annual meeting of The Association for Education in Journalism, Lansing, Ml.
Houlberg, R. & Dimmick, J. (1980). Influences on TV newscasters' on-camera image. Journalism Quarterlv. 4 (3), 481-485.
Jenish, D. (1990). A decade of glory: CNN celebrates 10 years as a global network. Maclean's. 103(25). 52-53.
Jones, A.S. (1993). The anchors: who they are; the tests they face. In Fensch, Thomas (Eds.), Television News Anchors (99-111). Jefferson, NC: McFarland and Company, Incorporated.
Moore, D.W. (1995). Americans' most Important source of information: local TV news. The Gallup Poll Monthly. 360. 2-8.
Neilsen Station Index-Viewers in Protile. November 1998, Lubbock, TX.
News directors survey'95. (1995). Broadcasting & Cable. 125 (36). 32-33.
News Mission Study:Viewer Attitudes and Beliefs About Network And Local Newscasts. New Canaan, CT: New Canaan Library.
Poll readings: views on the American scene (1998). National Journal. 30 (32), 1887.
Rosenstiel, T. (1994). The myth of CNN. The New Republic. 211. 8-9.
Shosteck, H. (1973-74). Factors influencing appeal of TV news personalities. Joumal of Broadcasting. 18 (1), 63-70.
Singletary, M.W. (1976). Components of credibility of a favorable news source. Joumalism Quarterly. 53. 316-319.
Stamm, K.R. (1987). Characteristics of loyal and non-loyal television newscast viewers. Paper presented at the annual meeting of The Association for Education in Joumeilism and Mass Communication, San Antonio, TX.
Westin, A. (1982). Newswatch. New York: Simon and Schuster.
76 Zoglin, R. (1993). Diane Sawyer - star power. In Fensch, Thomas (Eds.), Televisk>n News Anchors (pp. 277-285). Jefferson, NC: McFarland & Company, Incorporated.
77 APPENDIX A
QUESTIONNAIRE
78 QUESTIONNAIRE FOR LUBBOCK TV LOCAL NEWS RECALL READ THIS: Hello, I'm with the Institute for Consumer Research at Texas Tech University. How are you this evening? We're randomly contacting people in the Lubbock area this evening to get their opinions on Lubtxx^k Television News. We're not selling anything, we just want your opinions. Would you have about five minutes to help me?
1. Do you subscribe to cable? 1. Yes 3. Don't know 2. No (Go to question 3)
2. How many of the TV sets are connected to the cable? 1. 2.1 don't know
3. How many adults over the age of 18 years are living in your household?
4. How many, if any, children less than 18 years of age live at home?
5. At)out how many 6 O'clock & 10 O'clock Lubbcx^k newscasts did you watch Monday through Friday last week?
6. Which Lubbock TV station are you most likely to tune to for local news? (Don't Read List) 1. KLBK-13 Cable Channel 7: (Becky Neighbors, Kurt Kiser, Steve Linscomb, Dave Pringle) 2. KAMG-28 Gable Channel 8: (Karia Leslie, Bill Maddox, Ron Roberts, John Harris) 3. KCBD-11 Cable Channel 9: (Karin McCay, Alwier Euresti, John Robison, Brian Mudd) 4. Other 5. Don't know
79 Name a Lut>bock 6 & 10 news anchor on the station you just mentkxied who is not a reporter. (Don't Read List) 1. Becky Neighbors-KLBK 5. Karin McCay-KCBD 2. Kurt Kiser-KLBK 6. Abner Euresti-KCBD 3. Karia Leslie-KAMC 7. Other 4. Bill Maddox-KAMC 8. Don't know
8. What do you like about the news anchor you just mentk)ned? (Don't Read List) 1. Personality 6. Experience 2. Appearance 7. Educatk)n 3. Intelligence 8. Accuracy 4. Credibility & trustworthy 9. Other 5. Voice & delivery 10. Don't know.
9. Can you name another 6 & 10 news anchor on the same statkwi you jjst mentioned? 1. 2. Don t know
10. Other than the news anchor, what do you like best about the kx:al statkxi you mentk)n€d you watch? (Don't Read List) 1. Good kx^ai news coverage 5. Sportscaster 2. Credibility or trustworthy 6. Other 3. Habit 7. I dont know 4. Weattiercaster
11. Can you name another Lut)bock 6 & 10 news arx>hor on any other station in Lubbock? 1. 2.1 don't know (Go to question 13)
80 12. Whch local TV station does that anchor work for? (Don't Read List) 1. KLBK-13 Cable Channel 7 4. Other 2. KAMC-28 Cable Channel 8 5. Don't know 3. KCBD-11 Cable Channel 9
*Now, I'm going to ask you some questions about local weather.
13. Other than the cable Weather Channel, which Lubt)ock TV station are you most likely to tune to for local weather? (Don't Read List) 1. KLBK-13 Cable Channel 7 (Becky Neighbors, Kurt Kiser, Steve Linscomb, Dave Pringle) 2. KAMC-28 Cable Channel 8 (Karia Leslie, Bill Maddox, Ron Roberts, John Harris) 3. KCBD-11 Cable Channel 9 (Karin McCay, Abner Euresti, John Robison, Brian Mudd) 4. Other 5. Don't know
14. Name a Lubbock 6 & 10 o'clock weather anchor on the station you just mentioned. (Don't Read List) 1. Steve Linscomb-KLBK 4. Other 2. Ron Roberts-KAMC 5. I don't know. 3. John Robison-KCBD
15. What do you like about the weather anchor you just mentioned? (Don't Read List) 1. Personality 7. Education 2. Appearance 8. Accuracy 3. Intelligence 9. Other 4. Credibility & Trustworthy 10. Don't Know 5. Vorce & Delivery 11. Weather Set 6. Experience 12. Weather Graphk;s_ 81 16. How many times Monday through Friday last week dkl you watch the anchor you mentioned for kx:al 6 & 10 weatiier? 1. 2. Don't know
17. Can you name another local 6 & 10 weather anchor on any other station in Lubbock? 1. 2.1 don't know (Go to question 19))
18. What statkKi does that weather anchor work for? (Don't Read List) 1. KLBK-13 Cable 7 4. Other 2. KAMC-28 Cable 8 5.1 don't know. 3. KCBD-11 Cable 9
*Now, I'm going to ask you some questions about local sports. 19- Whrch Lubbock TV station are you most likely to tune to for kx:al sports? (Don't Read List] 1. Dave Pringle KLBK-13 Cable 7 4.0ther (Becky Neightx)rs, Kurt Kiser, Steve Linscomb) 5. Don't know 2. John Hams KAMC-28 Cable 8 (Karia Leslie, Bill Maddox. Ron Roberts) 3. Brian Mudd KCBD-11 C^abie 9 (Karin McCay. Abner Euresti, John Robison)
20. Name a k)cal 6 & 10 sports anchor on the statkni you just mentkx^ed. (Don't Read List) 1. Dave Pringle-KLBK 4. Other 2. John Hanis-KAMC 5. Don't know 3. Brian Mudd-KCBD
82 21. What do you like about the sports anchor you just mentwned? (Don't Read List) 1. Personality 6. Experience. 2. Appearance 7. Education_ 3. Intelligence 8. Accuracy 4. Credibility & Trustworthy. 9. Other 5. Vorce & Delivery 10. Don't know 11. Good Sports Coverage.
22. How many times Monday through Friday last week did you watch that anchor for6& 10 sports? 1. 2.1 don't know
23. Can you name another 6 & 10 sports anchor on any other station in Lubbock? 1 2.1 don't know (Go to question 25)
24. Which local TV station does that sports anchor work for? (Don't Read List) 1. KLBK-13 Cable Channel 7 4. Other 2. KAMC-28 Cable Channel 8 5. Don't know_ 3. KCBD-11 Cable Channel 9
'You're doing great...we're almost done. Now, I want to ask you about national news.
25. What station do you watch for natkjnal news not local news...national news. *lf respondent gives an anchor name, go to question 29. *lf respondent gives station name, go to guestion 30. (Don't Read List) 1. CBS-13/KLBK Cable 7_ 4. CNN News Cable 25 or 34 (Dan Rather) (Bemard Shaw -Judy Woodruff) 2. ABC-28/KAMC Cable 8. 5. Other (Peter Jennings) 3. NBC-11/KCBD Cable 9_ 6. I don't know (Tom Brokaw) 83 26. Can you name a national network news anchor on the statk)n you just mentk)ned who is not a reporter. (Don't Read List) 1. Dan Rather-KLBK/CBS 4. Bemard Shaw- Judy Woodruff 2. Peter Jennings-KAMC/ABC CNN NEWS 3. Tom Brokaw-KCBD-NBC 5. Other 6. Don't know
27. What do you like abouX the national news anchor you just mentioned? (Don't Read List) 1. Personality 6. Experience 2. Appearance 7. Education 3. Intelligence 8. Accuracy 4. Credibility & Trustworthy 9. Other 5. Voice & Delivery 10. Don't know.
28. How many times in the last week Monday through Friday did you watch the the anchor you mentioned for national news? 1. 2. Don't know
29. Other than the news anchor, what do you like best atx)ut the station you just mentioned for national news? (Write in answer) 1.
2. Don't know
30. Can you name another national news anchor? 1. 2.1 don't know (Go to question 32)
31. What station does that national news anchor wort< for? (Don't Read List) 1. CBS-13 Cable Channel 7 4. CNN News Ch. 25 & 34. 2. ABC-28 Cable Channel 8 5. Other 3. NB011 Cable Channel 9 6. Don't know. 84 32. Do you watch CNN News? 1.Yes 2. No. (Go to question 40)
33. How many times in the last week Monday through Friday did you watch CNN News? 1. 2. Don't know
34. Why do you watch CNN News? (Don't Read List) 1. Personality 7. Habit 2. National news 8. Accuracy. 3. Intemational news 9. Convenient Time. 4. Credibility & Trustworthy. 10. Other 5. Weather 11. Don't know 6. Sports
35. Can you name a news anchor who works for CNN? (Don't Read List) 1. Bemard Shaw 5. Other 2. Judy Woodruff 6. Don't know (Go to question 38) 3. Bobbi Batista 4. Leon Harris
36. What do you like best about that CNN anchor you just mentioned? (Don't Read List) 1. Personality 6. Experience. 2. Appearance.^^ 7. Educatk)n_ 3. Intelligence 8. Accuracy_ 4. Credibility & Trustworthy. 9. Other 5. VoKe & Delivery 10. Don't know.
36. Can you name another CNN News arxihor? 1. 2. Dont know.
85 37. Do you watch CNN Worid Report? 1. Yes 2. No (Go to question 40) 38. What day and time does CNN Worid Report air? 1. Sunday 1:00 PM 2. Incorrect 3. Don't know
'Finally, I only need to ask you a few category questions.
39. How many years have you lived in Lubbock? 1. Less than a year 2.
40. Let me read several age groups, and when I come to the one in whrch you belong, please tell me. Are you? 1. 18-24 6. 55-64 2. 25-34 7. 65 or older 3. 35-44 8. Refused/No answer 4. 45-49 5. 50-54
41. Let me read a list of annual household incomes. Please tell me when I come to the one that best describes your annual household income. 1. Less than $15.000^_ 5. $50,000 to $75.000 2. $15,000 to $24,000 6. More than $75.000 3. $25,0(X) to $34,000 7. Refused/No answer 4. $35,000 to $49.000
42. Do you consider yourself to be: 1. Angto/White 5. Other 2. Black/African American 6. Refused/No answer. 3. Hispanrc/Mexrcan American
4. Asian 43. interviewer. Record respondent's gender here: 1. Female 2. Male 86 APPENDIX B
ANCHOR AND NETWORK
OR TELEVISION
AFFILIATE KEY
87 Anchor and Network or Television Affiliate Key
1. KLBK TV Anchors CBS Affiliate-Lubbock, TX
News Anchors: Becky Neighbors and Kurt Kiser Sports: Dave Pringle Weather: Steve Linscomb
2. KAMC TV Anchors ABC Affiliate-Lubbock, TX
News Anchors: Karia Leslie and Bill Maddox Sports: John Harris Weather: Ron Roberts
3. KCBD TV Anchors NBC Affiliate-Lubbock. TX
News Anchors: Karin McCay and Abner Euresti Sports: Brian Mudd Weather: John Robison
4. CBS News-KLBK Affiliate Anchor: Dan Rather
5. ABC News-KAMC Affiliate Anchor Peter Jennings
6. NBC News-KCBD Affiliate Anchor: Tom Brokaw
7. CNN News Anchors: Judy Woodruff and Bemard Shaw
88 APPENDIX C
TABLE KEY
89 Table Kev
1. Demographic Protile of Respondents
2. Cable Subscribers
3. Respondents' Preference for Lubbock TV News Station
4. Respondents' Preference for National Newscast
5. Respondents' Preference for CNN News
6. Recall of Lubbock TV Anchors and Association with Local Affiliates
7. Recall of Lubbock TV Sportscasters and Association with Local Affiliates
8. Recall of Lubbock TV Weathercasters and Association with Local Affiliates
9. Recall of National News Anchors and Association with Network
10. Recall of Local News Anchor and Recall Another News Anchor Same Station
11. Recall of Weather Anchor and Recall Weather Anchor on other Station
12. Recall Sports Anchor and Recall Sports Anchor on other Station
13. Recall National News Anchor and Recall Other National News on other Network
14. Respondents' Preference Factors for National Network
15. Respondents' Preferences for CNN News
16. Respondents' Preferences for Local News Station
17. Respondents' Preferences for Local Newscast
18. Respondents' Preference Factors for Network News
90 19. Respondents' Preference Factors for Weather Anchor
20. Respondents' Preference Factors for Local News Anchors
21. Respondents' Preference Factors for Local Sports Anchors
22. Respondents' Preference Factors for National News Anchors
23. Respondents' Income and Preference for Local News Anchors
91 PERMISSION TO COPY
In presenting this thesis in partial fulfillment of the requirements for a master's degree at Texas Tech University or Texas Tech University Health Sciences Center, I agree that the Library and my major department shall maice it freely available for research purposes. Permission to copy this thesis for scholarly purposes may be granted by the Director of the Library or my major professor. It is understood that any copying or publication of this thesis for financial gain shall not be allowed without my further written permission and that any user may be liable for copyright infringement.
Agree (Permission is granted.)
Disagree (Permission is not granted.)
Student's Signature Date