GRAPH:  BBC Mind Share v Public Market Share

BBC-PAPER-CHARTFor years the BBC has explained its disproportionate consumption of the Guardian newspaper compared with public market share by arguing that it needs to buy more broadsheet papers than popular ones to best provide news for licence fee payers. It is not an issue of left-right bias, they claim, rather a distinction along broadsheet-popular press lines. Guido has analysed new figures released by the BBC to see whether this excuse stands up to scrutiny.

Methodology: By dividing a) each paper’s percentage share of the total papers purchased by the BBC , with b) each paper’s percentage share of the public market, we get c) the BBC mind share / public market share ratio. This tells us how greater or smaller BBC consumption is proportionally compared to public consumption.

Results: As the graph above shows, BBC consumption of the Independent is proportionally over 11 times that of the public market share. Next follows the Guardian at almost 5 times. BBC consumption of the Telegraph is proportionally just 1.7 times that of the public, and consumption of the Tory establishment’s Times newspaper is proportionally just 2.5 times as much as the public. The left-wing broadsheets have a far higher BBC consumption ratio than their right-wing rivals.

However, the popular press is where the BBC really gives the game away. Proportionally its consumption of the Mail is half that of the public and its consumption of the Sun is just a third that of the public. These are by some distance the two best-selling newspapers among the general population. Yet BBC consumption of the Mirror is proportionally double that of the Sun and 1.5 times that of the Mail.

Conclusion: This analysis shows that while the BBC is right that it makes a distinction between low circulation broadsheets and the popular press, there is a left-wing bias that extends to all papers. Among broadsheets, the BBC’s consumption of the Guardian and Independent is proportionally considerably higher that of the right-wing broadsheets (Times and Telegraph). Among the popular press, the BBC’s consumption of the Mirror is proportionally considerably higher than the Mail and the Sun. The numbers clearly show that the BBC’s newspaper purchasing patterns are not determined along a broadsheet-popular divide, they are determined on a left-right political bias.




Tip offs: 0709 284 0531
team@Order-order.com

Quote of the Day

David David responds when asked if he’s confident he can make a success of Brexit:

“Why on earth could it go wrong?”

Guidogram: Sign up

Subscribe to the most succinct 7 days a week daily email read by thousands of Westminster insiders.

Facebook

FULL-LENGTH TRUMP INAUGURATION SPEECH FULL-LENGTH TRUMP INAUGURATION SPEECH
Farage Hired by Fox News Farage Hired by Fox News
UKIP Announce Nuttall for Stoke UKIP Announce Nuttall for Stoke
Osborne Buries BlackRock News Osborne Buries BlackRock News
UKIP Out-NHS Labour in Copeland UKIP Out-NHS Labour in Copeland
Labour Copeland Candidate’s Son is True Lad Labour Copeland Candidate’s Son is True Lad
Govt Cancels Carbon Capture Govt Cancels Carbon Capture
Seamus Officially Leaves Guardian Seamus Officially Leaves Guardian
Article 50 Splits Shadow Cabinet Article 50 Splits Shadow Cabinet
Revenge Porn Momentum Candidate Quits Revenge Porn Momentum Candidate Quits
Red Len’s Hospitality Hypocrisy Red Len’s Hospitality Hypocrisy
Momentum Man is Porn Baron Momentum Man is Porn Baron
PMQs Sketch – Labour MPs Googling Museum Directorships PMQs Sketch – Labour MPs Googling Museum Directorships
NEC Fudges Danczuk Decision NEC Fudges Danczuk Decision
Investigation: Wrecking Peers in Pay of Unis Investigation: Wrecking Peers in Pay of Unis
Bromentum: All Male Shortlist Bromentum: All Male Shortlist
Nuttall Set to Stand in Stoke Nuttall Set to Stand in Stoke
One Line Whip As Whips On A Jolly One Line Whip As Whips On A Jolly
Leaving The Protectionist Union Leaving The Protectionist Union
Labour Drops Student Anti-Semitism Probe Labour Drops Student Anti-Semitism Probe