Insights Pulled from a Sneak Peek of the 2020 Federal Media & Marketing Study
From the desk of Laurie Morrow, Vice President of Research Strategy, Market Connections Inc.
Over the twelve years my team has conducted the Federal Media & Marketing Study, we have looked at how federal audiences are engaging with different media properties from print publications to online to newer social medias. In addition to analyzing readership, we also investigate habits, trends, levels of trust and confidence and time spent with media along with other marketing tactics year over year.
With all the changes and pivots the federal market and those marketing to them had to make this year, I was eager to see whether there would be changes in this year’s results due to the pandemic, elections and other recent major events.
Taking a sneak peek into the findings, I found some interesting results around trust and confidence that while not tied to pandemic, may be a result of a charged political and social climate this year.
Confidence in News
The first is an overall decline in confidence in general news media. Like others, I was not necessarily surprised by this finding, as we started to see some drops in confidence in general news sources last year tied to political party affiliation.
What I did find surprising was seeing a decline in some federally focused media as well this year. Over the years, the level of confidence in federal news outlets has relatively remained unscathed but has distrust now seeped into federal media? Is this due to the charged climate, or do we expect to see this trend continue to grow in an era where “fake news” and general distrust in media grows along political and geographical lines?
Trust in Source
Similar to the level of confidence in news, this year’s results indicate an overall decline in trust of ALL sources of information, from associations to industry pubs to government contractors. While the ranking of trust in sources is relatively the same as last year, the general decline across the board could possibly point to a growing skepticism within the federal audience. In coming years, we will continue to measure that level of trust to see if this continues to trend down or if this current dip in trust is due to the current climate.
Regardless of whether this is a trend or not, this begs an important question, “What can we do as an industry to regain our federal customers’ trust?”
In addition to details around the level of confidence in media properties and rank sources of information by trustworthiness, the 2020 Federal Media & Marketing Study most notably studies the readership of general and federal publications, social media site usage, and television viewership and radio listenership (for the DMV), among other marketing tactics. We highlight any differences found by agency type, location (inside the beltway vs. outside), party affiliation, and geography (urban, suburban, rural) among other characteristics, where statistically different.
Learn more about our study, purchase the on-demand overview and/or annual subscription to the dashboard.
Laurie Morrow has over 25 years of experience in market research and was Market Connections’ first employee when it was founded in 1997.
In addition to her passion for research, Laurie also has a passion for the curly W – that is the Washington Nationals. You can almost always count on her being at spring training each March catching her favorite team prepare for a summer of pitches, swings and home runs for the upcoming season at Nationals Park.
With two signed baseballs from Max Scherzer and Stephen Strasburg, a signed third base by Anthony Rendon, a signed baseball bat by Ryan Zimmerman, an impressive collection of bobbleheads and up- close-and-personal pictures with more than 20 players, we thought it would be fun to give you a glimpse to a different side of Market Connections’ vice president, and Nationals’ superfan, Laurie Morrow.
MC: How long have you been a Washington Nationals fan?
LM: Though I went to a few games here and there during the early years, I really started to take an interest when Bryce Harper was brought up to the majors. He is the same age as my oldest son who also played baseball. It was around the time my son stopped playing in his senior year of high school that Bryce came along. Instead of sitting in the bleachers at travel league and high school games, I started watching the Nationals faithfully on TV. I also try to attend a few games in-person every month.
MC: Who is your favorite player and why?
LM: Anthony Rendon. Tony is an awesome player and is truly underrated. He has never made it to the All-Stars but deserves to be there. Besides being a great baseball talent, he is very involved with the Nationals Youth Baseball Academy. I hope the Nats re-sign him.
MC: What is your favorite Nationals memory?
LM: Attending spring training games played in their old stadium in Viera, FL before the team moved to West Palm Beach. The new stadium is very nice, but the old stadium was a great way to see the games and players up close. My husband and I try to go to spring training every year.
I can also share my least favorite memory. This was game two of the 2014 NLDS when the Nationals lost to the Giants (after 18 long innings!). I was at that game and stayed until the bitter end!
MC: Of course, we have to ask, do you miss Bryce Harper?
LM: I wasn’t surprised that the Nationals didn’t sign Harper. However, I wasn’t happy that he went to the Phillies and I will have to watch him play against the Nats 19 times a year for the next 13 years! I don’t really miss him. The Nats have great young talent on their team.
MC: What is your outlook for the 2019 season?
LM: I’m hoping the Nationals will start playing better baseball than they have in April and early May. They are a very frustrating team to watch. You can’t turn off the TV thinking they already lost or already won. It’s always a roller coaster ride, but it’s a fun one!
If you have questions about market research or the Washington Nationals, you can reach Laurie at email@example.com.