Transcript Precis presentation to Regional and national press coverage 15/01/04 – 22/05/05 Presented by Simon Hughes June 2005

Precis presentation to
Regional and national press
coverage
15/01/04 – 22/05/05
Presented by Simon Hughes
June 2005
Introduction

Millward Brown Precis’ normal brief is to analyse national press
coverage only.

We were asked to analyse 4,819 regional press cuttings published
between January 15th 2004 and May 22 2005.

There were 399,022 national articles in the same period.

This presentation compares trends within the two areas of the press,
identifying similarities and differences.
Overview
 The difference in impact between National and Regional is significant.
All coverage and Roads by quarter - Regional vs National
15/01/05 to 22/05/05
Media Influence Index
90000
80000
70000
60000
50000
40000
30000
20000
10000
0
Q1 04
Q2 04
ALL REGIONAL
Q3 04
Q4 04
REGIONAL ROAD
Q1 05
Q2 05
ALL NATIONAL
NATIONAL ROAD
Copyright Department for Transport
Source: Millward Brown Precis
Share of coverage for each issue
15/01/04 to 22/05/05 - Regional coverage
Road 61.6%
Tube 0.1%
Shipping 5.0%
Aviation 11.0%
Rail 22.3%
Share of coverage for each issue - National
Copyright Department for Transport
Source: Millward Brown Precis
15/01/04 to 22/05/05
Road 38.8%
 Road less dominant in regional than
rational press.
Tube 4.6%
Aviation 28.4%
 National coverage split more evenly
amongst top three areas, with Aviation ahead
of Rail.
Shipping 5.6%
Rail 22.6%
0 8 /0 6 /2 0 0 5
Copyright Department for Transport
Source: Millward Brown Precis
Tonality of transport coverage
15/01/04 to 22/05/05 - Regional vs National coverage
52.1% Negative
37.1% Neutral
22.4% Negative
57.8% Neutral
10.8% Positive
National TOTAL
Regional TOTAL
19.8% Positive
National Road
Regional Road
National Aviation
Regional Aviation
National Rail
Regional Rail
National Shipping
Regional Shipping
National Tube
Regional Tube
0
20
40
60
80
100
% of Media Influence
Negative
Neutral
Positive
0 6 /0 6 /2 0 0 5
Copyright Department for Transport
Source: Millward Brown Precis
 Regional coverage considerably less negative than national in every area.
 Aviation only area in which national features more positive than regional, due to
opposition to airport expansion being voiced in local media.
 Investing in transport led coverage – new rail links, road networks etc.
 Clampdown on drink-driving and reduced casualty figures from road accidents
(credited to speed cameras) boosted regional Improving safety impact.
Themes coming through in all coverage
15/01/04 to 22/05/05 - Regional coverage
Investing in transport
Improving safety
Tackling congestion
Reducing casualties
Respecting the environment
Supporting the economy
Increasing accessibility to public transport
Tackling the issues
Planning Ahead
Transparency/honesty
Consumer prices for travel
Working in partnership
-500
0
500
1000
1500
2000
Media Influence Index
Negative
% Tone
Regional
National
Neutral
Negative
24.7
40.8
Neutral
42.6
45.5
Positive
Positive
32.6
13.7
Copyright Department for Transport
Source: Millward Brown Precis
 National focus on Consumer prices for travel at odds with regional (11th of 12).
 Transparency/Honesty negative largely driven by speed camera debate.
Themes coming through in all coverage
15/01/04 to 22/05/05 - National coverage
Consumer prices for travel
Transparency/honesty
Tackling the issues
Improving safety
Investing in transport
Respecting the environment
Tackling congestion
Supporting the economy
Reducing casualties
Working in partnership
Increasing accessibility to public transport
Planning Ahead
-30000 -20000 -10000
0
10000
20000
30000
Media Influence Index
Negative
% Tone
Regional
National
Neutral
Negative
24.7
40.8
Neutral
42.6
45.5
Positive
Positive
32.6
13.7
Copyright Department for Transport
Source: Millward Brown Precis
Regional publications
Topic coverage by medium - top 20 shown
15/01/04 to 22/05/05 - Regional coverage
Manchester Eve. News
The Journal (Newcastle)
Birmingham Evening Mail
Yorkshire Post
The Sentinel (Stoke)
Evening Chronicle (Newcastle)
Northern Echo
Eastern Daily Press (Norwich)
Birmingham Post
Express & Star Series
Western Morning News
The Star (Sheffield)
Bristol Evening Post
Coventry Evening Telegraph
East Anglian Daily Times (Ipswich)
Evening Herald (Plymouth)
Leicester Mercury
Derby Evening Telegraph
Yorkshire Evening Post
Hull Daily Mail
0
100
200
300
400
500
Media Influence Index
Road
Top 20 of 515 shown
Rail
Aviation
Shipping
Tube
Copyright Department for Transport
Source: Millward Brown Precis
Road
 National Road Safety and Speed Camera overlap due to new addition of Speed
Camera code.
 Greater spread of focus in regional press, than in national.
Focus of road debate
15/01/04 to 22/05/05 - Regional vs National coverage
% Media Influence Index
100
80
60
40
20
0
Regional
National
Road safety
Speed Cameras
Major infrastructure projects
Road Crashes/Accidents
Inter urban road charging/tolls
Improving bus services
Road performance
Urban congestion charging
Environmentally-friendly motoring
0 6 /0 6 /2 0 0 5
Copyright Department for Transport
Source: Millward Brown Precis
 Decreased casualty figures attributed to speed cameras communicated well in
the regional press.
 Possible reversal of the “not on my doorstep” principal – local residents are
happy for their street to be safer, but the perceived Governmental commitment to
speed cameras as a solution to road safety issues draws resentment at national
level.
Themes associated with road - Regional
15/01/04 to 22/05/05
Improving safety
Reducing casualties
Tackling congestion
Investing in transport
Respecting the environment
Supporting the economy
Transparency/honesty
Tackling the issues
Planning Ahead
Increasing accessibility to public transport
Consumer prices for travel
Working in partnership
-200
0
200
400
600
800
1000
1200
1400
Media Influence Index
Negative
0 6 /0 6 /2 0 0 5
% Tone
Regional
National
Neutral
Negative
16.8
43.4
Neutral
44.2
35.1
Positive
Positive
38.9
21.4
Copyright Department for Transport
Source: Millward Brown Precis
 The significant levels of negative impact for Transparency/Honesty and Improving
Safety in national titles indicates considerable opposition to speed cameras being
used to collect “stealth tax”, and mistrust of figures claiming improved road safety.
 Measures to clamp down on drink-driving and the use of mobile phones whilst
driving have been welcomed, and are visible in the positive Improving Safety and
Tackling the issues impact.
Themes associated with road - National
15/01/04 - 22/05/05
Improving safety
Consumer prices for travel
Transparency/honesty
Tackling congestion
Tackling the issues
Respecting the environment
Reducing casualties
Investing in transport
Supporting the economy
Increasing accessibility to public transport
Working in partnership
Planning Ahead
-6000
-4000
-2000
0
2000
4000
6000
8000
Media Influence Index
Negative
0 7 /0 6 /2 0 0 5
% Tone
Regional
National
Neutral
Negative
16.8
43.4
Neutral
44.2
35.1
Positive
Positive
38.9
21.4
Copyright Department for Transport
Source: Millward Brown Precis
Rail
 Rail Performance was equally prominent in regional and national.
 Rail Safety was dominated by crashes and enquiries, which have limited
permeation throughout the regional press, whereas they are widely reported in the
nationals.
Focus of rail debate
15/01/04 to 22/05/05 - Regional coverage
% Media Influence Index
100
80
60
40
20
0
Regional
National
Rail performance
Rail safety
Network Rail/Railtrack out of admin.
West coast/East coast/major infra.
Rail PPP/ PFI
Freight
Rail Crashes/Accidents
0 6 /0 6 /2 0 0 5
Copyright Department for Transport
Source: Millward Brown Precis
 High-speed rail links and restored services contributed significantly to positive
Investing in Transport impact.
 Consumer prices for travel low down the priorities – limited criticism
corresponded geographically to routes (E.g. West/East coast)
Themes associated with rail
15/01/04 to 22/05/05 - Regional coverage
Investing in transport
Increasing accessibility to public transport
Tackling congestion
Consumer prices for travel
Supporting the economy
Improving safety
Respecting the environment
Tackling the issues
Planning Ahead
Transparency/honesty
Reducing casualties
-100
0
100
200
300
400
500
Media Influence Index
Negative
0 6 /0 6 /2 0 0 5
% Tone
Regional
National
Negative
18.5
40.9
Neutral
Neutral
53.4
46.6
Positive
Positive
28.1
12.5
Copyright Department for Transport
Source: Millward Brown Precis
 Consumer prices for travel high on the national agenda. Particular upset caused
by price increases, considering performance of rail operators.
 Network Rail bosses’ bonus, unsatisfactory treatment of crash victim relatives
and Jarvis being contracted by NR to repair Potters Bar track led negative
Transparency/Honesty.
Themes associated with rail - National
15/01/04 to 22/05/05
Consumer prices for travel
Transparency/honesty
Tackling the issues
Improving safety
Investing in transport
Respecting the environment
Tackling congestion
Supporting the economy
Reducing casualties
Working in partnership
Increasing accessibility to public transport
Planning Ahead
-30000
-20000
-10000
0
10000
20000
30000
Media Influence Index
Negative
0 8 /0 6 /2 0 0 5
% Tone
Regional
National
Neutral
Negative
18.5
40.9
Neutral
53.4
46.6
Positive
Positive
28.1
12.5
Copyright Department for Transport
Source: Millward Brown Precis
Aviation
 White Paper and airport expansion dominated regionals, but was of little
significance in national coverage.
 Burgeoning low-cost airlines and much improved B.A. results (Aviation
Performance) hit headlines in nationals.
Focus of aviation debate
15/01/04 to 22/05/05 - Regional coverage
% Media Influence Index
100
80
60
40
20
0
Regional
National
AviationPerformance
Safety
Security
NATS
WhitePaper - airports
SARS
Air Crashes/Accidents
PPP/ PFI
0 6 /0 6 /2 0 0 5
Copyright Department for Transport
Source: Millward Brown Precis
 Noise pollution cited as the major drawback to airport expansion by angry local
residents (negative Respecting the environment).
 Ironically income from extended airports contributed to positive Supporting the
economy.
Themes associated with aviation
15/01/04 to 22/05/05 - Regional coverage
Respecting the environment
Supporting the economy
Improving safety
Transparency/honesty
Tackling congestion
Investing in transport
Increasing accessibility to public transport
Planning Ahead
Consumer prices for travel
Tackling the issues
-200
-150
-100
-50
0
50
100
150
Media Influence Index
Negative
Neutral
Positive
0 6 /0 6 /2 0 0 5
% Tone
Regional
National
Negative
35.8
29.5
Neutral
45.5
52.2
Positive
18.7
18.3
Copyright Department for Transport
Source: Millward Brown Precis
 Ryanair’s fine from the EU for illegal subsidies at Charleroi, and My Travel
Group paying one of its directors £4.5m despite being debt-ridden, were the lead
stories contributing negative Transparency/Honesty impact.
Themes associated with aviation - National
15/01/04 to
to 22/05/05
15/01/04
15/01/04
Consumer prices for travel
Transparency/honesty
Tackling the issues
Improving safety
Investing in transport
Respecting the environment
Tackling congestion
Supporting the economy
Reducing casualties
Working in partnership
Increasing accessibility to public transport
Planning Ahead
-30000
-20000
-10000
0
10000
20000
30000
Media Influence Index
Negative
Neutral
Positive
0 8 /0 6 /2 0 0 5
% Tone
Regional
National
Negative
35.8
29.5
Neutral
45.5
52.2
Positive
18.7
18.3
Copyright Department for Transport
Source: Millward Brown Precis
The North West, Yorks/Humberside and West Midlands groups carried the most
coverage, although this is mainly due to size of region and number of media
within each region. The South East generated a very high number of articles,
but generated a relatively low impact because these media have lower
circulations than the regionals away from London.
Breakdown by region
15/01/04 - 22/05/05
(487) South West 11%
(556) South East 11%
(467) East Midlands 12%
(355) East 7%
(566) North East 12%
(107) London 2%
(603) North West 16%
(706) West Midlands 14%
(743) Yorks/Humberside 15%
Please note, this chart does not include the Evening Standard because there were
2189 articles in this media during the period and this dominates the regional view.
29/07/2005
Source: MillwardBrownPrecis
The amount of positive and negative coverage within each region is relatively
consistent, although London and the North West appear to be less favourably,
whilst the South West and Yorkshire carry more positive and less negative than
other regions.
Tonality by region
15/01/04 - 22/05/05
East
East Midlands
London
North East
North West
South East
South West
West Midlands
Yorks/Humberside
0
60
40
20
80
100
% Media Influence Index
Negative
Neutral
Positive
29/07/2005
Source: MillwardBrownPrecis
The regions at the centre of airport/runway debates have a somewhat higher
focus on aviation than others. London and South East are the most interested
in rail.
Focus of coverage by region
15/01/04 - 22/05/05
East
East Midlands
London
North East
North West
Regional
South East
South West
West Midlands
Yorks/Humberside
60
40
20
0
80
100
% Media Influence Index
Road
Rail
Aviation
Shipping
Tube
29/07/2005
Source: MillwardBrownPrecis
Conclusions
 Regional coverage tends to feature far less negative and more positive than
national.
 The approach of the regional media varies markedly in respect to “on my
doorstep” issues, compared to the nationals. The most prominent example is
speed cameras, which can generate positive coverage at a local level based on
figures announced by the local authority or SCP.
 Policy decisions, especially the perceived exchange of traffic police for speed
cameras, are negatively reported by the national press. National articles tend to
feature comment from more than one source.
 Regional media represent a receptive avenue for communicating positive
messages.
 Further research of readership patterns throughout the country could focus
targeting of message communication on areas where national titles are less
prominent.