The Challenge

CNN asked us to help them understand how viewers perceived the relative qualities of their European team news anchors. - Do CNN’s news presenters have credibility with the public?

The Approach

We undertook a major qualitative and online quantitative study to profile different news anchors from within the network, and its competitors, focusing on quantifying the key desired characteristics of authority, integrity and personality.

The Results

Our 360 degree view of news anchors allowed the network to identify strengths and weaknesses within their TV news presentation - helping the client to better match its talent to the right type of news roles and identify areas for improvement.



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