Updating polling from 2022, the nonprofit Oklahoma Media Center recently commissioned a statewide survey of Oklahoma voters and found residents remain deeply skeptical of the national media, while showing considerably more confidence in local and state-based news outlets.
Cole Hargrave Snodgrass & Associates conducted the scientific polling for OMC in August and September, surveying 500 registered voters with a margin of error of plus or minus 4.3 percent.
Trust in the media still varies sharply depending on proximity. National news outlets fared the worst, with two-thirds of voters having little or no trust in major national media organizations. Only 6 percent reported a “great deal” of trust, while 37 percent said they have no trust at all.
Here is a side-by-side comparison when asked how much trust and confidence they have in the major national media outlets when it comes to reporting the news fully, accurately and fairly:
- “A great deal” increased from 4 percent in 2022 to 6 percent in 2025.
- “A fair amount” decreased from 29 percent in 2022 to 25 percent in 2025.
- “Not very much” decreased from 33 percent 2022 to 29 percent in 2025.
- “No trust” increased from 33 percent in 2022 to 37 percent in 2025.
- “Undecided” increased from 2 percent in 2022 to 3 percent in 2025.
Oklahomans still trust news sources closer to home, but in-state outlets continue to face some skepticism. Half of respondents said they have at least a fair amount of trust in large in-state television stations and major newspapers, though 44 percent report limited or no confidence.
Here is a breakdown when they were asked how much trust and confidence they have in Oklahoma media outlets like large broadcast television stations and major newspapers in Oklahoma when it comes to reporting the news fully, accurately and fairly:
- “A great deal” increased from 6 percent in 2022 to 7 percent in 2025.
- “A fair amount” decreased from 50 percent in 2022 to 43 percent in 2025.
- “Not very much” remained at 28 percent in 2022 and 2025.
- “No trust” increased from 13 percent in 2022 to 16 percent in 2025.
- “Undecided” increased from 2 percent in 2022 to 7 percent in 2025.
The strongest trust ratings belong to local community media, specifically hometown newspapers, local radio stations and online outlets. Fifty-seven percent of respondents said they have a great deal or a fair amount of trust in these local sources, suggesting credibility improves considerably when coverage is based in local communities.
Here is the difference when asked how much trust and confidence they have in local media outlets like community newspapers, local radio stations and online sources when it comes to reporting local news fully, accurately and fairly:
- “A great deal” decreased from 12 percent in 2022 to 11 percent in 2025.
- “A fair amount” decreased from 50 percent in 2022 to 46 percent in 2025.
- “Not very much” increased from 22 percent 2022 to 24 percent in 2025.
- “No trust” decreased from 11 percent in 2022 to 12 percent in 2025.
- “Undecided” increased from 5 percent in 2022 to 8 percent in 2025.
Nationally, 70 percent of Americans have a lot or some trust in information from local news organizations compared to 56 percent from national news organizations, according to a Pew Research Center survey from September 2025.
Regionally in Oklahoma, urban areas show a greater deal of trust than rural regions, according to updated CHS & Associates polling. Nine percent of voters in the Central Oklahoma market said they have a great deal of trust in local media, and another 50 percent said they have a fair amount of trust, with 15 percent saying they have no trust.
“We do see Central Oklahoma and the OKC media market in general as being more positive than we see the rest of the state,” said Pat McFerron, president of CHS & Associates.
Comparatively, only 2 percent of respondents in the southeastern part of the state said they have a great deal of trust, and 25 percent said they have no trust at all.
“While we continue to see increasing distrust of national media, we are seeing trust in local and state media remaining relatively steady,” McFerron said. “In an environment where we see media trust eroding on the national level, even having slight declines in-state should be considered progress.
“When it comes to national media, we see a very strong ideological slant with conservatives, especially those who adopt a label of ‘very conservative’ being much more distrusting than are self-identifying moderates or liberals. This slope is not as strong when evaluating Oklahoma-based media and almost nonexistent when asking about local media.”
The latest survey sample reflects an older and politically engaged cross-section of Oklahomans. Sixty percent of respondents were age 55 or older, and more than half report voting in all of the last five general elections. Republican voters made up 60 percent of the sample, compared to 29 percent Democrats and 12 percent Independents. Ideologically, conservatives dominate, with just over half identifying as very or somewhat conservative, while 27 percent describe themselves as moderate and only 13 percent as liberal.
Demographically, the survey results are evenly split along gender lines and span a broad range of income levels, with the largest shares clustered between $50,000 and $150,000 in annual household income. McFerron said trust tends to improve with age, but it decreases with income. While respondents come primarily from the Oklahoma City and Tulsa media markets, every congressional district and region of the state is represented in the data.
“Our nonpartisan nonprofit plans to commission annual polling updates to continue monitoring trust levels in local news,” said OMC Executive Director Rob Collins.
OMC first commissioned CHS & Associates polling in December 2022, followed by academic research to gain a clearer perspective of how Oklahomans consume information, what they consider trustworthy and what would spur them to support local news. After commissioning training and coaching by the nonprofit Trusting News, OMC awarded over $112,000 to fund a dozen data-driven projects designed to enhance trust and help sustain local newsrooms.
In August 2024, OMC released a “Schoolhouse Rock!”-inspired animated video with an original song designed to bolster trust and support for local newsrooms. After commissioning the creation of Mike Hosty’s “Free Press Isn’t Free” song, OMC paid 18 local newsrooms stipends to execute paid social media ads. The messaging was based upon 2023 research that showed 77 percent of surveyed Oklahomans cited Facebook as their main source of local news and information. The local news literacy project designed to illustrate the patriotic importance of a free press to remain independent from government rule generated nearly 400,000 impressions with targeted audiences.