Tone on Coalition splits, leaving an opening for Labour

Political coverage on U.K. TV news, April 1, 2014 – April 21, 2015

New York, April 24, 2015. – The tone of media coverage for the two Coalition parties has split, with the Conservatives facing risk amid enthusiasm for the Lib Dems, possibly creating an opening for Labour, according to new research from Media Tenor International.

“Cameron was hurt by the debates and there’s a general dissatisfaction in media tone regarding the Conservatives,” says Racheline Maltese, a researcher at Media Tenor.  “However, despite enthusiasm for the Lib Dems, Clegg is struggling to hold onto his seat, in part because of his voting for tuition hikes.  This has left an opening for Labour, which some pundits are talking up, despite the fact that Miliband faces some image problems.”

The televised debates have had a significant image of the party leaders’ images, with Cameron fairing poorly. “Clegg and Miliband did relatively well in the debates according to the media, but they each face other vulnerabilities,” Maltese notes. “Personality and likability is being heavily discussed.”

Media Tenor found a range of issues driving political media coverage in the U.K., including the health and education systems, the benefits program, and overall economic conditions and policies, and concerns about immigration, terrorism and extremism, suggesting media audiences are looking for statements from party leaders that directly address both quality of life needs and concerns about safety.

This research examined all 59,092 reports on international TV news from April 1, 2014 – April 21, 2015.

For over 20 years Media Tenor’s mission has been to contribute to objective, diverse and newsworthy media content by bringing together the diverse parties. Media Tenor’s global research projects include analyses of election campaigns, investor relations, public diplomacy, corporate communications and other topics critical to news makers and news audiences.

For more information, please contact Racheline Maltese at This email address is being protected from spambots. You need JavaScript enabled to view it. or 212-935-0210.