BBC Tests Emotional Reaction to Covid-19 News Coverage

BBC Global News, a member of the broadcaster's commercial group of companies, has partnered with communities specialist Maru/Matchbox to uncover implicit, emotional reactions to its news coverage relating to the Covid-19 virus.

BBC Global News regularly tracks changing reactions to coverage through its Global Minds online audience insights panel of 35,000 viewers across 211 countries. Using Maru/Matchbox's proprietary Implicit Association Testing (IAT) System 1 tool, results are now uncovering which subject areas are 'emotionally' most important to audiences during the pandemic.

Steve Brockway (pictured), Chief Research Officer at Maru/Matchbox, comments: 'This is a challenging time for any business. Brands are facing dilemmas that they've never faced before. By capturing audience's implicit, emotional reactions to news coverage, BBC Global News can ensure their platforms remain relevant and a source of trusted information on the topics that matter most during this time of crisis'.

Web sites: marumatchbox.com and www.bbcglobalnews.com .