Mission Control’s rigorous assessment has positioned Keir Starmer at the helm of January’s political dialogue in UK broadcast media, surpassing Rishi Sunak in an expansive review of over 41,000 conversations. Starmer’s initial address in January, which set forth his strategic intentions and goals, was met with broad approval, eclipsing Sunak’s attempts to redirect focus by teasing potential election dates.

Sunak’s strategies, notably the contentious ‘stopping the boats’ campaign and the Rwanda policy referendum, encountered significant pushback and internal criticism, casting a pall over his media image. Conversely, Starmer’s strategic engagements and focus on key domestic issues, such as the campaign against ‘Zombie Knives’, have significantly elevated his media presence and engagement, as detailed in the analysis by Be Broadcast’s Mission Control.

A thorough investigation by Be Broadcast’s Mission Control, the analytical arm of Be Broadcast, has highlighted Keir Starmer as the dominant figure in January’s broadcast media, overshadowing Rishi Sunak through a detailed examination of over 41,000 discussions within the UK.

Starmer’s opening speech of January, which unveiled his vision and objectives, was received with widespread applause, setting a positive precedent for his leadership. This favourable moment was momentarily disrupted when Sunak intimated a late 2024 general election, an attempt to divert media attention from Starmer’s positive reception.

However, Sunak’s strategy to realign media focus fell short of expectations. Starmer’s retort, condemning Sunak for ‘squatting’ in power, not only reclaimed media focus but also underlined the detrimental effects of Sunak’s tactical approach.

The report also sheds light on Sunak’s challenges, particularly the Rwanda policy and vote, his electoral strategy, and the UK’s participation in military operations in Yemen, as key points of contention.

Notably, Sunak’s January was primarily defined by his ‘stopping the boats’ policy and the Rwanda policy vote, which largely shaped his media narrative. Internal criticisms, especially from figures like Sir Simon Clarke, led to a predominantly negative portrayal in the media.

The focus on ‘stopping the boats’ persisted as Sunak’s main policy narrative in media discussions, with other policy areas receiving limited attention.

Simultaneously, Starmer sought to pivot attention towards domestic issues, notably his proposal to outlaw ‘Zombie Knives’. However, this focus was somewhat diminished by the political strategies of Sir Simon Clarke, highlighting the significant influence of internal party dynamics on public policy discourse.

Key Findings from the Mission Control Analysis:

• Starmer’s Broadcast Share of Voice: Keir Starmer’s broadcast share of voice experienced a significant uplift of 46% from December to January, indicating a marked increase in his engagement and visibility. Nonetheless, he continues to be outpaced by Rishi Sunak in terms of overall share of voice, pointing to Sunak’s larger media footprint.
• Media Corrections Impacting Sunak: A media correction concerning Rishi Sunak’s remarks on tackling the migration backlog, which faced extensive scrutiny from various outlets, led to a one-point deduction for Sunak. This highlights the critical need for accuracy and credibility in the public statements of political figures.
• Personality as a Central Theme: The analysis brings to light the personalities of the leaders as a central theme of contention, mirroring a broader discourse on leadership styles and public charisma in the current political landscape.

A significant portion of the political discourse unfolded on UK regional radio platforms, with both Starmer and Sunak absent from these discussions, missing an opportunity to directly engage with regional audiences.

The primary media outlets that shaped the narrative around the political leaders were identified as GB News, Times Radio, LBC London, and TalkTV, playing a key role in influencing the media narrative and public perceptions of both leaders.

Throughout the month, Sunak was depicted as cautious and strategic, focusing on managing the intricacies of his party and the broader national policy debates. On the other hand, Starmer was portrayed as analytical and proactive, particularly in response to Sunak’s leadership and policy decisions, signifying a vibrant strategic dialogue between the opposition and the government.

The media often highlighted the perceived lack of charisma in both leaders, frequently drawing comparisons to the more charismatic former Prime Ministers like Boris Johnson.

In December, several media corrections, primarily concerning taxation policies, underscored the focus on accuracy in political statements. Notably, Sunak faced corrections over claims related to the resolution of the immigration backlog, emphasizing the importance of credibility in policy declarations.

Sunak’s portrayal in the media often associated him negatively with previous Conservative leaders, while Starmer was more frequently linked positively or neutrally with members of his Shadow Cabinet.

As the election draws closer, the lack of explicit policies from either side has resulted in minimal policy-driven media coverage. Instead, the discussions have predominantly focused on the personalities of the leaders, leading to an analysis driven more by character than by policy due to the absence of substantial policy debates.

Josh Wheeler, the Founder of Be Broadcast, reflecting on the analysis, stated, “Broadcast media provides a unique platform to influence voters’ hearts and minds. While Starmer has taken the lead in January, it is vital for both leaders to refine their public engagement strategies. This analysis not only highlights Starmer’s effective presence in January but also points to the strategic adjustments necessary for both parties to more effectively connect with voters.”

This comprehensive analysis from Be Broadcast’s Mission Control highlights the dynamic interplay between political strategies and media narratives, providing crucial insights into the evolving political landscape as the UK approaches a key electoral milestone.

About Mission Control:

Be Broadcast’s Mission Control offers brands vital insights into broadcast news, enhancing media engagement and strategic brand evolution.

By monitoring broadcaster reactions and discussions about brands, it enables timely and informed responses to emerging crises. Mission Control also provides detailed monitoring of competitor brands and the media landscape, assisting in the development of data-driven strategies for success.

This tool not only monitors 223 UK broadcast channels continuously but also transforms broadcast data into actionable insights, acting as a strategic resource for brand achievement.

In this series, Mission Control evaluates the monthly performance of Rishi Sunak and Keir Starmer in the run-up to the General Election.

Methodology:

• Proactive Peak Initiative (1 Point): Assigned for instances where an individual demonstrates proactive leadership and influential engagement in specific scenarios.
• Positive Reactive Response (1 Point): Awarded for effective and positive reactions to external events or situations, showcasing adaptability and resilience.
• Volume of Engagement (1 Point): Given based on the total mentions or engagements, reflecting the individual’s prominence in the discourse.
• Dominance in Share of Voice (1 Point): Recognised for securing a significant portion of the overall conversation, indicating a strong presence and influence.
• Increment in Share of Voice (1 Point): Awarded for a 10% improvement in share of voice compared to the previous month, signifying increased influence and engagement in the media landscape.
• Positive Sentiment Balance (Up to 2 Points): Earn up to two points for accumulating five positive percentage points, indicative of a positive reception.
• Personality Impact (1 Point): Granted for instances where an individual’s personality significantly shapes the narrative or public perception.
• Accuracy and Media Corrections (Deduct up to 1 Point): Deduct points for media corrections issued, reflecting on the accuracy and reliability of an individual’s statements or actions.