As George Osborne gives his Budget statement, new research by TLG and Populus has revealed the extent of the Chancellor’s task to generate positive coverage of the UK economy.
Research from TLG suggests even Conservative-leaning media are consistently negative about UK economic prospects.
TLG found that 69 per cent of opinion formers believed even the right-leaning Daily Mail was talking down the economy, while 74 per cent thought the same of the Daily Express. The BBC, cited as the UK’s most influential media brand, was found by 54 per cent of opinion-formers to be talking down the economy.
Fifty-six per cent agreed there was a direct relationship between how the media reported on the economy and the UK’s economic performance.
“Traditionally, key to a favourable media was the ability to demonstrate alignment between political and Editorial priorities and opinion leaders. The internet has given us wikipolitics, which means voters are opinion leaders – not just as election times. The parties should be aiming to forge core values connections with middle Britain.”
- Malcolm Gooderham, MD TLG
- 51% of opinion formers think TV has the most impact on business reputation
- 47% think bbc.co.uk is the online medium with most influence on business rep
- 47% think Twitter is the social media site with most influence on business rep
- 65% think Robert Peston is the most influential commentator