Support for the EU remains too weak Support for the EU remains too weak both in TV news and elite mediaCoverage of the EU in BBC news and Financial Times2001-2016

� After 15 years of disinterest and EU-bashing support for the EU remains � After 15 years of disinterest and EU-bashing, support for the EU remains insufficient

� Media coverage decreased after British-EU negotiations

� Media image of EU still critical on policy issues

Basis:102,772 news stories in BBC One Ten o‘clock news, 2001-20162,578 reports about the EU out of 162,762 reports about protagonistsin BBC One Ten o‘clock news and BBC Two Newsnight 2015-2016 / Inter-coder reliability: 88% in Q1/2016

Media Tenor International AGRoland Schatz

r.schatz@mediatenor.com+41 43 255 1925

Agenda

B it t d J A il 2016• Brexit trends, January-April 2016• EU coverage in U.K. media: Long-term analysis

22

EU coverage in BBC news Tone of coverage of the EU in comparison, January 1 – December 31, 2015

EU covered more negative than “strongmen”

Xi Jinping

Bashar al Assad

Vladimir Putin

EU

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

ti l t iti

Coverage of the EU on British TV was overwhelmingly negative in 2015, showing the Union asundemocratic and helpless in the face of global problems. China’s leader Xi Jinping enjoyed much

negative no clear tone positive

3

more positive reporting.

Basis: 46,737 reports about protagonists in BBC One and BBC Two news

EU coverage in BBC TV news and FTShare of reports about the EU / tone of coverage, January 1-April 17,2016

5,0%

TV coverage decreased again after Cameron’s “victory”

5,0%

4,0%

5,0%

4,0%

5,0%

3,0%3,0%

1,0%

2,0%

1,0%

2,0%

Awareness Threshold

Jan 16 Feb 16 Mar 16 Apr 160,0%

Sh f ll t

2001-2015

Jan 16 Feb 16 Mar 16 Apr 160,0%

Sh f ll t Share of all reports

The EU stayed way below the awareness threshold over the 15 years since 2001. While thenegotiations about Cameron’s demands were prominent in February, media interest in the Brexit

average Share of all reports

4

debate has flagged again in March and April.

Basis: 1,451 reports about the EU out of 60,758 reports about protagonists in BBC One Ten o‘clock news, BBC Two Newsnight. FT

EU coverage in BBC TV news and FTTone of coverage of the EU, January 1-April 17,2016

Negativity prevails on TV – limited support in FT

50%50%

35%

40%

45%

50%

35%

40%

45%

50%

25%

30%

35%

25%

30%

35%

10%

15%

20%

10%

15%

20%

Jan 16 Feb 16 Mar 16 Apr 160%

5%

ti iti

2001-2015

Jan 16 Feb 16 Mar 16 Apr 160%

5%

ti iti

In view of the negativity accumulated over the course of the last 15 year, media support for theEU is not sufficient – both in the media addressing the wider public but as well in the top medium

negative positiveaverage negative positive

5

for the business elite. An eventual Brexit remains highly probable.

Basis: 1,451 reports about the EU out of 60,758 reports about protagonists in BBC One Ten o‘clock news, BBC Two Newsnight. FT

EU coverage in BBC TV news and FTShare of reports about the EU / tone of coverage, January 1-April 17,2016

European Union focus increases critical tone

BBC 2 Newsnight BBC 2 Newsnight

BBC 1 Ten o'clock News BBC 1 Ten o'clock News

FT FT

0,0% 1,0% 2,0% 3,0% 4,0%

Sh f ll t

0% 10% 20% 30% 40% 50%

ti iti

BBC 2 Newsnight devoted a notably higher share of its news towards reporting about the EU in2016 than BB1 Ten o’clock News or the FT. In these reports Newsnight reported in a more

Share of all reports per program negative positive

6

polarized and a more critical way than the other media.

Basis: 1,451 reports about the EU out of 60,758 reports about protagonists in BBC One Ten o‘clock news, BBC Two Newsnight. FT

EU coverage in BBC TV news and FTEU institutions: Volume and tone of coverage, January 1-April 17,2016

Positive aspects do not pervade

ECBEuropean Union

European Commission

European Council of Ministers

ECBEuropean Union

European CommissionEURO Currency

European Parliament

ECB

European Parliament

EUROPOL

pEuropean Council of Ministers

European Court of JusticeEurostat

European Banking AuthorityEUROPOL

European Court of Justice

European Banking Authority

Eurostat

EUROPOLSingle Resolution Board

Euro GroupECA

FrontexEurostat

Frontex

0 100 200 300 400

ti l t iti

FrontexEiopaESMA

0 100 200 300 400

ti l t iti

While the official position of the government in favor of the U.K. remaining in the European is atleast visible in TV news, critical coverage prevails. Media support for the in-campaign is therefore

negative no clear tone positive negative no clear tone positive

7

still not sufficient. The FT, while less negative, shows barely any positive aspects.

Basis: 1,451 reports about the EU out of 60,758 reports about protagonists in BBC One Ten o‘clock news, BBC Two Newsnight. FT

EU coverage in BBC TV news and FTEU representatives: Volume and tone of coverage, January 1-April 17,2016

EU leaders play a minor role on British screens

Mario Draghi

Margrethe Vestager

Donald Tusk

Donald Tusk

Federica Mogherini

Martin Schulz

Jean-Claude Juncker

Peter Praet

Frans Timmermans

Mario Draghi

Jean-Claude Juncker

Jonathan Hill

Vitor Constancio

Pierre Moscovici

Rob Wainwright

Lars-Gunnar Wigemark

José Manuel Barroso Pierre Moscovici

Günther Oettinger

0 20 40 60 80 100

ti l t iti

Valdis Dombrovskis

0 20 40 60 80 100

ti l t iti negative no clear tone positive

TV coverage focused on Donald Tusk, David Cameron’s counterpart in the negotiations, while theFT was preoccupied with ECB President Mario Draghi. Margrethe Vestager was criticized for

negative no clear tone positive

8

allegedly discriminating against U.S. companies.

Basis: 1,451 reports about the EU out of 60,758 reports about protagonists in BBC One Ten o‘clock news, BBC Two Newsnight. FT

EU coverage in BBC TV news and FTVolume and tone of coverage: The topics, January 1-April 17,2016

B i

Official line visible on Brexit – critic prevails on other issues

B it BrexitMonetary policy

Money supplyInterest rate

Currency market

BrexitEU politicsEU borders

ImmigrationAsylum/deportation

Currency marketSituation of refugees

Antitrust policyAsylum/deportation

Immigration

Situation of refugeesother aspects

RegulationUK: European policy

Border controls ImmigrationRegulation of financial sector

Banking supervisionEU integration

Tax haven

Monetary policyDiplomacy

PeacekeepingEU red tapeEU services

EU bordersPrice indicators

0 50 100 150

ti l t iti

EU servicesInterest rate

International terrorism

0 50 100 150

ti l t iti negative no clear tone positive

While TV news took up the official line that a Brexit is not on the cards, the FT was moreskeptical. Moreover, on policy issues from migration to economic policies and terrorism risks,

negative no clear tone positive

9

negative reporting shaped the perception of the EU.

Basis: 1,451 reports about the EU out of 60,758 reports about protagonists in BBC One Ten o‘clock news, BBC Two Newsnight. FT

EU coverage in BBC TV news and FTEU policy issues: Volume and tone of coverage of protagonists, January 1-April 17,2016

UK

European issues: Benefits for the U.K. addressed

UK UKEuropean UnionDavid Cameron

European CommissionEuropean countries

UKEuropean UnionDavid Cameron

UK GovernmentEuropean countries

European countriesBritish state

UK GovernmentBoris Johnson

British economy

Boris JohnsonDonald Tusk

British societyConservative Party

Jeremy Corbyn British economyBritish votersDonald Tusk

German governmentEU officials

y yNigel Farage

British companiesMichael Gove

European CommissionAngela Merkel

Conservative PartyEU critics

0 50 100 150 200 250 300

ti l t iti

Angela MerkelLabour PartyBritish voters

0 50 100 150 200 250 300

ti l t iti negative no clear tone positive

When British TV news have reported about European policies proper, they have taken up thesupportive statements from political protagonists. This remains unconvincing, as the overall media

negative no clear tone positive

10

image of the EU remained negative.

Basis: 1,451 reports about the EU out of 60,758 reports about protagonists in BBC One Ten o‘clock news, BBC Two Newsnight. FT

B it t d J A il 2016• Brexit trends, January-April 2016• EU coverage in U.K. media: Long-term analysis

1111

EU coverage in BBC One newsShare of reports about the EU, January 1, 2001-April 15, 2016

EU in twelve out of 16 years below the awareness threshold

2,5%

2,0%

2,5%

1,5%

Awareness Threshold

0,5%

1,0%

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 20160,0%

Sh f ll t i

The EU played no important role on British TV screens over the course of the last 16 years. TheEuropean elections in 2004 and the Brussels Summit on a fiscal union in 2011 were the only

Share of all news stories

12

exceptions until 2015, when the BREXIT debate gained steam in the context of the elections.

Basis: 102,172 news stories in BBC One Ten o‘clock news

EU coverage in BBC One newsTone of coverage of the EU as main protagonist, January 1, 2001-April 15, 2016

Positive evaluation cannot convince the public

70%

50%

60%

70%

30%

40%

50%

10%

20%

30%

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 20160%

10%

ti iti

British TV news has piled up criticism on the EU and its institutions over the last 16 years.Negativity rose significantly after the 2010 elections. Reporting about the advantages of EU

negative positive

13

membership come too late and will not convince a public that has been accustomed to EU bashing.

Basis: 102,172 news stories in BBC One Ten o‘clock news

EU coverage in BBC TV newsShare of reports about the EU, January 1, 2012-April 15, 2016

European affairs on the rise only since 2015

3,0% 50%

2,5%

3,0%

35%

40%

45%

50%

1,5%

2,0%

25%

30%

35%

0,5%

1,0%

10%

15%

20%

2012 2013 2014 2015 20160,0%

,

Sh f ll t

2012 2013 2014 2015 20160%

5%

ti iti

Coverage of the EU has risen significantly in BBC One and BBC Two news in 2015 and 2016. In thecourse of David Cameron’s negotiations with his European partners positive aspects were

Share of all reports negative positive

14

mentioned more often.

Basis: 2,578 reports about the EU out of 162,762 reports about protagonists in BBC One Ten o‘clock news and BBC Two Newsnight

EU coverage in BBC TV news and FTTone of coverage of EU countries, January 1, 2015-April 15, 2016

U.K. news paint a negative picture of EU partner countries

BBC 1

BBC Two Newsnight

FT

0 50 100 150 200 250 300 350

ti l t iti

The negative perception of the EU is underscored by negative references to the EU countries,especially in BBC Ten o’clock news. The lack of solidarity between EU members is perceived as a

negative no clear tone positive

15

threat to the viability of the EU.

Basis: 209,769 reports in FT, 38,419 reports in BBC One, 22,115 reports in BBC Two

Media Set

BBC O T ’ Cl k NBBC One Ten o’ Clock NewsBBC Two NewsnightFinancial Times

1616