To present an analysis of media coverage of SPT s activities during July and August 2009.

Transcription

1 partnership report Media Report for July and August 2009 Date of meeting 9 October 2009 Date of report 21 September 2009 Report by Assistant Chief Executive ( Business Support) 1. Object of report To present an analysis of media coverage of SPT s activities during July and August Background SPT engages a media monitoring company to analyse the media coverage in the press, radio and television and on-line for the purpose of performance assessment and determination of on-going priorities for the Communications department. The monitoring also provides an accurate measure of where SPT activities are reported based on locality and is assessed according to whether it is broadly beneficial, factual or negative about SPT. This approach is consistent with industry standards. 3. Summary of Analysis July had a higher than normal amount of adverse coverage related directly to two issues. The plans for the development of the Buchanan Galleries were subject to considerable media coverage and included comment in a number of journals on the possible redevelopment of Buchanan Bus Station. Although SPT was not involved directly in the coverage, the adverse comment about plans to build a three-storey car park above the bus station has been rated as adverse. The second related to an investigation into possible misconduct involving a number of staff. Coverage during August was overwhelmingly beneficial or factual with considerable beneficial coverage on SPT s provision of free buses to take fans to the U2 concert. In addition, the pilot of solar powered lighting for a number of bus shelters across the region was covered positively in 11 separate articles. 4. Partnership action The Partnership is asked to note the details of the attached paper. 5. Consequences Policy consequences Legal consequences Financial consequences None None None FI01R2609 Media Report Partnership 2009 Page 1 of 2

2 Personnel consequences Social Inclusion consequences None None Name Ron Culley Valerie Davidson Title Chief Executive Assistant Chief Executive (Business Support) For further information, please contact Valerie Davidson on or Bob Wylie on FI01R2609 Media Report Partnership 2009 Page 2 of 2

3 Strathclyde Partnership for Transport Analysis of Media Coverage July 2009 Researched by Press Data Ltd Tel:

4 Strathclyde Partnership for Transport Media Evaluation July Introduction Press Data Ltd has compiled this evaluation report on behalf of the Strathclyde Partnership for Transport (SPT). It details all media coverage identified in July Summary There were 120 press and broadcast items during July, up from 78 in June, representing a 53.8% increase. Of these, 27 items appeared in the national press; 23 in regional dailies; 54 in weekly papers, nine in trade press and two in consumer press. Broadcast coverage generated five items one on national radio and four on regional radio. There were 19.8 million opportunities to see generated by the coverage, up 49.6% on the previous month. The advertising value equivalent of the coverage was 163,462.35, an increase of 72.0% on the previous period. There were 98 online items identified during July, with a notional OTS of 20,153,023 (up from 90 items in June, but down in OTS from 22,761,827). Paid-for sponsorship of the Jambusters traffic reports on Radio Clyde is estimated to have generated an additional 161 radio items (with 94,346,000 OTS and 14, AVE). Tone There were 22 adverse items during July (18.3% of total items, compared with 9.0% in June and 4.3% in May), 10 of which were in relation to the proposed extension to Buchanan Galleries and nine in relation the raid on Subway workers. Content and Stories The most common category of coverage was Mobile Travel Centres, 37 items (30.8% of the total). The Subway generated 23 items (19.1%), Bus Stations 17 items and SPT Bus Services 16 items. The proposals to close Buchanan Bus Station in order to expand the neighbouring Buchanan Galleries generated 15 press items in July. Of these, 10 were adverse in tone, three beneficial and two factual. Damien Henderson contributed three of the adverse items, two in The Herald (8 July) and one in the Glasgow Evening Times (8 July), with both these publications also carrying an adverse editorial piece in the same issue. In response, four further adverse items appeared in the letter s page of The Herald (9, 10, 15 & 16 July). The Herald also published the three beneficial items, which included an item praising the crucial role the station plays in the community ( 8 July), while there was also two published letters one from a former director of technical services at SPT, Hamish M Taylor (20 July). The two factual items appeared in the Glasgow Evening Times (9 July) and reported on possible delays to the project. The raid carried out by SPT bosses on skiving Subway workers generated 11 items (nine press and two broadcast). The 10 press items were all adverse in tone, while the two broadcast were factual. The story was first covered in the Daily Record, Glasgow Evening Times, Clyde 1 (17 July) and The Scotsman (18 July). The other items all appeared in either the Daily Record or the Glasgow Evening Times, mainly focusing on the fall-out from the raid, specifically questioning the legality of the use of CCTV in the gathering of evidence. The brothers who won the Subway Festival Treasure Hunt appeared in three items of coverage, including The Glasgow Evening Times (14 July), and two articles carrying pictures with them and Subway mascot Boo the Bunny (The Paisley Gazette, 15 July, and Paisley Daily Express, 18 July). The Subway Festival also received a mention in an article in the Glasgow Evening Times (4 July) that was reporting on an underground show in a Berlin train. Researched by Press Data Ltd

5 Strathclyde Partnership for Transport Media Evaluation July 2009 Other notable items relating to the Subway included: a high impact piece in Holyrood Magazine (29 June) featuring SPT chief executive, Ron Culley, where he discussed the 20 million Subway modernisation plans; Railway Strategies (30 June) also reported on the 20 million modernisations plans; posters displaying the poem Strawberries by national poet, Edwin Morgan, in Subway stations received coverage in the Glasgow Evening Times (3 July); while the Glasgow Evening Times (8 July) also covered Colin Train s album launch at Buchanan Street Subway station. The 37 items generated by SPT s Mobile Travel Centres all carried a high share of voice and were all beneficial in tone. The most widely covered destinations were Troon, Ayr, Girvan and Kilmacolm. The deployment of Bus Wardens to the Glasgow City Council area, as part of SPT s Service Compliance Scheme, generated five items in July. Amongst others, the story was covered in The Herald and Glasgow Evening Times (17 July). SPT s continued support for the Glasgow River Festival, including free bus service, generated five items (four press and one broadcast). National coverage appeared in The Scotsman (18 July), Metro Scotland (22 July) and BBC Radio Scotland (24 July). SPT s JourneyShare scheme generated four press items throughout the evaluation period. All items reported a potential 1,000 a year saving by sharing a lift to work. One of the items, Irvine Times (8 July), also reported on National Liftshare Day and included comment from Alistair Watson. The other three items, which included comment from William Hendrie, focused on SPT s partnership with West Dunbartonshire Council and the Council s Green Dream initiative. The continued support from SPT with the award of nearly 70,000 to the Red Cross, allowing them to continue with their free hospital pick-up service, generated four items (two press and two broadcast). West Sound AM (24 July) reported twice on this story, while it also appeared in the Ardrossan & Saltcoats Herald and Irvine Times (29 July). Three national publications covered the appearance of Gary Numan in the Scottish Government s new advertising campaign aimed at encouraging drivers to leave their car at home. All the items included reference to SPT s support of the six-week campaign (Scottish Sun, Metro Scotland and The Press & Journal, 23 July). Share of Voice and Spokespersons Quoted 84.2% of all SPT coverage had a high share of voice, up from 51.3% in June. The most commonly quoted named spokesperson was Alistair Watson, who appeared in 12 items. SPT spokespersons appeared in 24.2% of items, up from 19.2% in June. Impact 14.2% of items were high impact, up from 12.8% in June, while the proportion of low impact items rose from 34.6% in June to 39.2% in July. Publications and Bylines The Glasgow Evening Times published 17 items in July, generating 2.8 million opportunities to see and an AVE of 34, This represented 14.7% of all press items. Damien Henderson was credited with three items in The Herald and two in the Glasgow Evening Times, while five other journalists were credited with two bylines each. Researched by Press Data Ltd

6 Strathclyde Partnership for Transport Media Evaluation July Findings 3.1 Volume of Coverage Table 1 (below) shows the volume of coverage according to media type. This includes all specific mentions of SPT as well as general coverage of SPT transport projects. It also shows the volume of coverage for the previous period, together with the percentage change. Table 1: Total Coverage, by Media Type Items OTS Area (scc) Duration (sec) AVE National Quality 19 5,635,075 1,580 51, National Mid Mkt 2 622, National Popular 6 6,464, , Regional Daily 23 3,191,045 1,805 41, Weekly Paid 51 1,177,030 1,293 10, Weekly Free 3 170, , Trade Press 9 128, , Consumer Press 2 22, , National TV Regional TV National Radio 1 928, , Regional Radio 4 1,500, TOTAL ,838,928 6, , Last Period 78 13,264,461 3, , %age change +53.8% +49.6% +77.2% -32.6% +72.0% Of the 120 press and broadcast items identified, 106 contained direct mentions. 38 used the full title Strathclyde Partnership for Transport; 42 items had the full title and the acronym SPT; 12 used only the acronym SPT; six included the acronym SPT and the old title Strathclyde Passenger Transport; and eight items referred only to the old title of Strathclyde Passenger Transport. There were also 98 website items identified during July, with a notional OTS figure of 20,153,023. In addition to news coverage, the paid-for sponsorship of the Jambusters traffic reports on Radio Clyde is estimated to have generated an additional 161 radio items (with 94,346,000 OTS and 14, AVE). Fig. 1 (overleaf) shows the percentage breakdown of SPT items, by media type. Researched by Press Data Ltd

7 Strathclyde Partnership for Transport Media Evaluation July Tone of Coverage Table 2 (below) shows the tone of the coverage identified. Table 2: Tone of Coverage Items OTS AVE Press Beneficial 81 5,700,380 66, Factual 12 4,288,950 57, Adverse 22 7,421,598 37, Broadcast Beneficial 3 1,256,000 1, Factual 2 1,172, Adverse TOTAL Beneficial 84 6,956,380 68, Factual 14 5,460,950 57, Adverse 22 7,421,598 37, Fig. 2 (below) details the proportion of coverage, by tone (by number of items). Fig. 2: Tone of Coverage (No. of Items) Adverse 18.3% Factual 11.7% Beneficial 70.0% The 22 items of adverse coverage accounted for 18.3% of the total number of items, up from 9.0% in June. Adverse coverage consisted of: Ten items regarding Buchanan Bus Station in relation to the proposed extensions to Buchanan Galleries. Coverage included two articles in The Herald (8 July) and one in the Glasgow Evening Times (8 July), both publications also included an editorial comment piece in response to the story. Four published letters appeared thereafter in The Herald. The raid by SPT bosses on skiving workers and the subsequent legal issue over the use of CCTV in the operation generated nine adverse items. The story was first covered in the Daily Record, Glasgow Evening Times (17 July) and The Scotsman (18 July). The other three items were: a reader s letter calling for cheaper Subway fares (Glasgow Evening Times, 1 July); questions over the effectiveness of the Dial-a-Bus service (Paisley Daily Express, 8 July); and a bus shelter exploding on a pensioner (Airdrie & Coatbridge Advertiser, 17 July). Researched by Press Data Ltd

8 Strathclyde Partnership for Transport Media Evaluation July Content of Coverage Table 3 (below) details the content of the coverage identified i.e. which aspect of SPT was the coverage concerned with along with the tone of the items, total OTS and total AVE for each area. Please note that some items may have referred to more than one of the categories given in Table 3, whilst others may have been about other subjects. Consequently, the total number of items in Table 3 may not match the volume of items from Table 1. Table 3: Content of Coverage Ben Fac Adv TOTAL OTS AVE Mobile Travel Centre ,704 2, Glasgow Underground ,520,012 60, Bus Stations ,292,764 34, SPT Bus Services ,248,496 9, JourneyShare ,383 1, SPT School Bus Services ,860 2, Crossrail Glasgow ,778 12, Clyde Fastlink ,752 8, Bus Stops/Shelters , Dial-a-Bus , Park and Ride Schemes ,502 6, There was no coverage identified for Ferry Services, Night Rider, Ring n Ride, Transport Interchange Upgrades or Other Rail Service/Stations during July. Fig. 5 (overleaf) shows an percentage breakdown of the number of items in each of the categories above for the month. 3.4 Spokespersons Table 4 (below) details those SPT spokespersons that appeared in the coverage during the evaluation period. It also details the tone of the items in which they appeared, along with the total OTS for such. Table 4: SPT Spokespersons Ben Fac Adv TOTAL OTS AVE Alistair Watson ,118,715 23, Unnamed 5 5 1,722,265 15, William Hendrie ,302 1, Ron Culley ,500 13, Amanda Anderson 1 1 1,813,319 23, Ann Murdoch ,069 2, Eric Stewart ,069 2, Bob Wylie , Michelle Watt , Pamela Millar , David Fagan , TOTAL ,627,038 83, SPT spokespersons appeared in 29 items during July, 24.2% of all items, up from 19.2% in June. Researched by Press Data Ltd

9 Strathclyde Partnership for Transport Media Evaluation July 2009 Appendix I: Summary of SPT Press Coverage Publication Date Page Byline Circulation Circulation Source Readership Area (scc) AVE Tone Railway Strategies 01/06/ ,600 ABC Jan - Dec , Beneficial Rail 17/06/ Andrew Stephen (Letter) 21,019 ABC Jan - Dec , Beneficial The Drum 19/06/ ,000 Publisher's Statement 4, Beneficial Clyde Weekly News 26/06/ ,392 ABC Jul - Dec , Beneficial Holyrood Magazine 29/06/ Richard Johnstone 4,500 Publisher's Statement 11, , Beneficial Holyrood Magazine 29/06/ Richard Johnstone 4,500 Publisher's Statement 11, , Beneficial Ayr Advertiser 30/06/ ,291 ABC Jan - Dec , Beneficial Ayr Advertiser 30/06/ ,291 ABC Jan - Dec , Beneficial Ayr Advertiser 30/06/ ,291 ABC Jan - Dec , Beneficial Carrick Herald 30/06/ ,291 ABC Jan - Dec , Beneficial Carrick Herald 30/06/ ,291 ABC Jan - Dec , Beneficial Carrick Herald 30/06/ ,291 ABC Jan - Dec , Beneficial Dumbarton & Vale of Leven Reporter 30/06/ Colin Hutton 3,989 ABC Jan - Dec , Beneficial Dumbarton & Vale of Leven Reporter 30/06/ ,989 ABC Jan - Dec , Beneficial Troon & Prestwick Times 30/06/ ,291 ABC Jan - Dec , Beneficial Troon & Prestwick Times 30/06/ ,291 ABC Jan - Dec , Beneficial Troon & Prestwick Times 30/06/ ,291 ABC Jan - Dec , Beneficial Clydebank Post 01/07/ Colin Hutton 12,126 ABC Jan - Dec , Beneficial Cumnock Chronicle 01/07/ ,378 ABC Jan - Dec , Beneficial Glasgow Evening Times 01/07/ Judgement Joe (Letter) 68,422 ABC Jul - Dec , , Adverse Inverclyde Extra 01/07/ ,857 ABC Jul - Dec , Beneficial Public Servant 01/07/ Alistair Watson 13,668 ABC Jul - Dec , , Beneficial Rail 01/07/ ,019 ABC Jan - Dec , Beneficial The Gazette (Paisley) 01/07/ ,303 ABC Jan - Dec , Beneficial Glasgow Evening Times 02/07/ ,422 ABC Jul - Dec , Beneficial Glasgow Evening Times 03/07/ ,422 ABC Jul - Dec , Beneficial Irvine Herald 03/07/ Lex Brown 9,723 ABC Jul - Dec , Factual Glasgow Evening Times 04/07/ ,422 ABC Jul - Dec , Factual Ayr Advertiser 07/07/ ,291 ABC Jan - Dec , Beneficial Ayr Advertiser 07/07/ ,291 ABC Jan - Dec , Beneficial Ayr Advertiser 07/07/ ,291 ABC Jan - Dec , Beneficial Carrick Herald 07/07/ ,291 ABC Jan - Dec , Beneficial Carrick Herald 07/07/ ,291 ABC Jan - Dec , Beneficial Carrick Herald 07/07/ ,291 ABC Jan - Dec , Beneficial Researched by Press Data Ltd

10 Strathclyde Partnership for Transport Media Evaluation July 2009 Publication Date Page Byline Circulation Circulation Source Readership Area (scc) AVE Tone Dumbarton & Vale of Leven Reporter 07/07/ ,989 ABC Jan - Dec , Beneficial Greenock Telegraph 07/07/ Lorraine Tinney 16,349 ABC Jul - Dec , , Factual Troon & Prestwick Times 07/07/ ,291 ABC Jan - Dec , Beneficial Troon & Prestwick Times 07/07/ ,291 ABC Jan - Dec , Beneficial Troon & Prestwick Times 07/07/ ,291 ABC Jan - Dec , Beneficial East Kilbride News 08/07/ ,538 ABC Jul - Dec , Factual Glasgow Evening Times 08/07/ Damien Henderson 68,422 ABC Jul - Dec , , Adverse Glasgow Evening Times 08/07/ Editorial 68,422 ABC Jul - Dec , Adverse Glasgow Evening Times 08/07/ ,422 ABC Jul - Dec , Beneficial Irvine Times 08/07/ ,367 ABC Jan - Dec , Beneficial Kilsyth Chronicle 08/07/ Neil McGrory 10,684 ABC Jul - Dec , Beneficial Paisley Daily Express 08/07/ ,831 ABC Jul - Dec , Adverse The Herald 08/07/ Damien Henderson 58,576 ABC May , Adverse The Herald 08/07/ Sarah Morrison 58,576 ABC May , , Beneficial The Herald 08/07/ Damien Henderson 58,576 ABC May , , Adverse The Herald 08/07/ Editorial 58,576 ABC May , , Adverse Glasgow Evening Times 09/07/ Vivienne Nicoll 68,422 ABC Jul - Dec , , Factual Glasgow Evening Times 09/07/ Editorial 68,422 ABC Jul - Dec , Factual Lanark & Carluke Advertiser 09/07/ ,137 ABC Jul - Dec , Beneficial The Herald 09/07/ Various (Letters) 58,576 ABC May , , Adverse Bus & Coach Professional 10/07/ ,100 Publisher's Statement 7, Beneficial The Herald 10/07/ KA Sutherland & RD Campbell (Letters) 58,576 ABC May , , Adverse The Lennox Herald 10/07/ ,251 ABC Jul - Dec , Beneficial The Herald 13/07/ ,576 ABC May , Beneficial Ayr Advertiser 14/07/ ,291 ABC Jan - Dec , Beneficial Ayr Advertiser 14/07/ ,291 ABC Jan - Dec , Beneficial Carrick Herald 14/07/ ,291 ABC Jan - Dec , Beneficial Carrick Herald 14/07/ ,291 ABC Jan - Dec , Beneficial Glasgow Evening Times 14/07/ ,422 ABC Jul - Dec , Beneficial The Herald 14/07/ Glyn Price (Letter) 58,576 ABC May , , Beneficial The Times (UK) 14/07/ Louise Cohen 590,765 ABC Apr ,813, , Factual Troon & Prestwick Times 14/07/ ,291 ABC Jan - Dec , Beneficial Troon & Prestwick Times 14/07/ ,291 ABC Jan - Dec , Beneficial Airdrie & Coatbridge Advertiser 15/07/ Judith Tonner 15,493 ABC Jul - Dec , , Beneficial The Gazette (Paisley) 15/07/ ,303 ABC Jan - Dec , Beneficial The Herald 15/07/ William Forbes (Letter) 58,576 ABC May , , Adverse Researched by Press Data Ltd

11 Strathclyde Partnership for Transport Media Evaluation July 2009 Publication Date Page Byline Circulation Circulation Source Readership Area (scc) AVE Tone Glasgow Evening Times 16/07/ Damien Henderson 68,422 ABC Jul - Dec , Beneficial The Herald 16/07/ Damien Henderson 58,576 ABC May , , Beneficial The Herald 16/07/ Dave Stewart (Letter) 58,576 ABC May , Adverse Daily Record 17/07/ Mark McGivern 350,574 ABC May ,106, , Adverse Glasgow Evening Times 17/07/ Deborah Anderson 68,422 ABC Jul - Dec , , Adverse Irvine Herald 17/07/ Eric McGowan 9,723 ABC Jul - Dec , Adverse Kilmarnock Standard 17/07/ ,610 ABC Jul - Dec , Beneficial Paisley Daily Express 18/07/ ,831 ABC Jul - Dec , Beneficial The Scotsman 18/07/ ,164 ABC May , Beneficial The Scotsman 18/07/ Alastair Dalton 48,164 ABC May , Adverse Glasgow Evening Times 20/07/ J. Boijones (Letter) 68,422 ABC Jul - Dec , , Adverse The Herald 20/07/ Hamish M Taylor (Letter) 58,576 ABC May , , Beneficial The Herald 20/07/ Barry McDonald 58,576 ABC May , Factual Glasgow Evening Times 21/07/ Judgement Joe (Letter) 68,422 ABC Jul - Dec , Adverse Metro Scotland 22/07/ ,289 ABC Apr , Beneficial The Gazette (Paisley) 22/07/ ,303 ABC Jan - Dec , Beneficial Glasgow Evening Times 23/07/ Sandie Gray 68,422 ABC Jul - Dec , Adverse Greenock Telegraph 23/07/ ,349 ABC Jul - Dec , Beneficial Hamilton Advertiser 23/07/ ,137 ABC Jul - Dec , Beneficial Metro Scotland 23/07/ ,289 ABC Apr , Beneficial Press & Journal 23/07/ Joe Quinn 78,121 ABC Jul - Dec , , Beneficial Route One 23/07/ ,894 ABC Jan - Dec , Beneficial The Glaswegian 23/07/ ,467 ABC Jul - Dec , , Beneficial The Herald 23/07/ ,576 ABC May , Factual The Sun (Scotland) 23/07/ David Goodwin 363,296 ABC Apr , , Beneficial Bus & Coach Professional 24/07/ ,100 Publisher's Statement 7, Adverse Bus & Coach Professional 24/07/ ,100 Publisher's Statement 7, Beneficial Glasgow Evening Times 24/07/ Catriona Stewart 68,422 ABC Jul - Dec , , Beneficial Kilmarnock Standard 24/07/ ,610 ABC Jul - Dec , Beneficial Glasgow Evening Times 25/07/ Louise Mukherji 68,422 ABC Jul - Dec , , Beneficial Sunday Herald 26/07/ Steven Vass 40,303 ABC Apr , , Factual Sunday Herald 26/07/ Steven Vass 40,303 ABC Apr , , Factual Daily Record 27/07/ Editorial 350,574 ABC May ,106, Adverse Daily Record 27/07/ Mark McGivern 350,574 ABC May ,106, , Adverse Dumbarton & Vale of Leven Reporter 28/07/ ,989 ABC Jan - Dec , Beneficial Paisley Daily Express 28/07/ ,831 ABC Jul - Dec , Beneficial Researched by Press Data Ltd

12 Strathclyde Partnership for Transport Media Evaluation July 2009 Publication Date Page Byline Circulation Circulation Source Readership Area (scc) AVE Tone Ardrossan & Saltcoats Herald 29/07/ ,991 ABC Jan - Dec , Beneficial Ardrossan & Saltcoats Herald 29/07/ Fiona Simpson 13,991 ABC Jan - Dec , , Beneficial Clydebank Post 29/07/ ,126 ABC Jan - Dec , Beneficial Cumnock Chronicle 29/07/ ,378 ABC Jan - Dec , Beneficial Irvine Times 29/07/ ,367 ABC Jan - Dec , Beneficial Daily Record 30/07/ Siobahn Synnot 350,574 ABC May ,106, , Factual Daily Record 30/07/ Anonymous (Letter) 350,574 ABC May ,106, Adverse Helensburgh Advertiser 30/07/ ,195 ABC Jan - Dec , Beneficial Kilmarnock Standard 31/07/ ,610 ABC Jul - Dec , Beneficial Researched by Press Data Ltd

13 Strathclyde Partnership for Transport Media Evaluation July 2009 Appendix II: Summary of SPT Broadcast Coverage Station Programme Date Start time Audience Audience Source Duration (sec) AVE Tone Clyde 1 Clyde News 17/07/ :00:41 586,000 RAJAR Mar Factual Clyde 1 Clyde News 17/07/ :01:06 586,000 RAJAR Mar Factual BBC Radio Scotland Newsdrive 24/07/ :57:02 928,000 RAJAR Mar , Beneficial West Sound AM WestSound News 24/07/ :03:25 164,000 RAJAR Mar Beneficial West Sound AM WestSound News 24/07/ :03:00 164,000 RAJAR Mar Beneficial Researched by Press Data Ltd

14 Strathclyde Partnership for Transport Analysis of Media Coverage August 2009 Researched by Press Data Ltd Tel:

15 Strathclyde Partnership for Transport Media Evaluation August Introduction Press Data Ltd has compiled this evaluation report on behalf of the Strathclyde Partnership for Transport (SPT). It details all media coverage identified in August Summary There were 97 press and broadcast items during August, down from 120 in July, representing a drop of 19.2%. Of these, 27 items appeared in the national press; 11 in regional dailies; 49 in weekly papers; four in trade press and three in consumer press. Broadcast coverage generated three items one on national radio and two on regional radio. There were 13 million opportunities to see generated by the coverage, down 34.0% on the previous month. The advertising value equivalent of the coverage was 191,979.91, an increase of 17.4% on the previous period. There were 32 online items identified during August, with a notional OTS of 6,041,302 (down from 98 and 20,153,023 in July). Paid-for sponsorship of the Jambusters traffic reports on Radio Clyde is estimated to have generated an additional 161 radio items (with 94,346,000 OTS and 14, AVE). Tone There were four adverse items during August (4.1% of total items, compared with 18.3% in July and 9.0% in June). Content and Stories The most common category of coverage was Mobile Travel Centres (21 items, 22.8% of the total). Bus Stops/Shelters generated 16 items (17.4%), SPT Bus Services 16 items (17.4%), Dial-a-Bus 13 items (14.1%) and the Subway 10 items (10.9%). The free shuttle buses laid on by SPT to transport fans to the U2 concert generated 14 items in August. Of these, 11 carried a beneficial tone (seven in the national press and one on national radio); two were adverse and one factual. The two adverse items both appeared in The Herald (20 August) and criticised SPT for not supplying enough buses or trains to Hampden. The Herald (21 August) then published a correction in relation to its editorial, apologising for stating that SPT was responsible for train services to the venue. SPT s announcement to introduce solar powered lighting to bus shelters across the region generated 11 items in August. Ten of these included comment from an SPT spokesperson; six from Alistair Watson, three from an unnamed spokespersons and one from Ron Culley. The remaining five items regarding bus shelters included: three items appearing in the Kirkintilloch, Bishopbriggs and Springburn Herald (19 August) reporting on the new state-of-theart bus shelter at the Ellisland terminus; and two items (Glasgow Evening Times, 13 August, The Herald, 14 August) in which SPT backed Glasgow City Council s plans to introduce new rules to combat pollution and congestion in the city, with both items noting investment which has already gone into shelters in the area. Two Bluebird Tucana buses, to be operated by Henderson Travel in Lanarkshire, which were the first two of 21 to be purchased by SPT for their Dial-a-Bus and Ring n Ride services, generated 10 items. Three more items reported on a further two Tucanas purchased by SPT, this time being operated by Arriva Scotland West in the West Dunbartonshire area. Researched by Press Data Ltd

16 Strathclyde Partnership for Transport Media Evaluation August 2009 Five items (four national press) covered the proposals to develop a high-speed rail link between London and Scotland. All of these items, including a letter by Alistair Watson in The Herald (28 August) carried a factual tone and included comment from Alistair Watson. The 21 items generated by SPT s Mobile Travel Centres all carried a high share of voice and were all beneficial in tone. The most widely covered destinations were Troon, Maybole, Ayr, Clydebank and Kilmacolm. SPT s support of the 300,000 initiative, The Style Mile, aimed at helping Glasgow fight the recession, appeared in coverage in The Herald and the Glasgow Evening Times (12 August). Plans by Citylink to axe their 904 bus service between East Kilbride and Edinburgh generated three items in which SPT were mentioned. With a view to retaining the service, a Citylink spokesperson mentioned SPT as a possible subsidy provider. Suggestions that Glasgow s Subway could come under attack from terrorists during the Commonwealth Games appeared in two national press items (Scottish Sunday Express, 23 August, Scottish Daily Mirror, 24 August). Odette Butson, London Olympic project manager for the British Transport Police, made the claims. SPT s Go Greener campaign, designed to encourage more people to leave their car and take the bus, generated two items. Two items carried SPT mentions in relation to their support for the government s Smarter Choices, Smarter Places campaign. Share of Voice and Spokespersons Quoted 62.9% of all SPT coverage had a high share of voice, down from 84.2% in July. The most commonly quoted named spokesperson was Alistair Watson, who appeared in 16 items. SPT spokespersons appeared in 34.0% of items, up from 24.2% in July. Impact 23.7% of items were high impact, up from 14.2% in July, while the proportion of low impact items fell from 39.2% in July to 30.9% in August. Publications and Bylines The Herald published 12 items in August, generating 2.6 million opportunities to see and an AVE of 47, This represented 12.7% of all press items. Damien Henderson was credited with three items in The Herald, while John Rowbotham was also credited with three items; two in the Hamilton Advertiser and one in the Lanark & Carluke Advertiser. Researched by Press Data Ltd

17 Strathclyde Partnership for Transport Media Evaluation August Findings 3.1 Volume of Coverage Table 1 (below) shows the volume of coverage according to media type. This includes all specific mentions of SPT as well as general coverage of SPT transport projects. It also shows the volume of coverage for the previous period, together with the percentage change. Table 1: Total Coverage, by Media Type Items OTS Area (scc) Duration (sec) AVE National Quality 19 4,565,245 3, , National Mid Mkt 5 1,807, , National Popular 3 2,284, , Regional Daily 11 1,187,147 1,158 29, Weekly Paid 42 1,329,403 1,443 15, Weekly Free 7 321, , Trade Press 4 32, Consumer Press 3 33, , National TV Regional TV National Radio 1 928, , Regional Radio 2 601, TOTAL 97 13,091,123 7, , Last Period ,838,928 6, , %age change -19.2% -34.0% +18.5% +67.4% +17.4% Of the 97 press and broadcast items identified, 87 contained direct mentions: 26 used the full title Strathclyde Partnership for Transport; 42 items had the full title and the acronym SPT; 17 used only the acronym SPT; one included the acronym SPT and the old title Strathclyde Passenger Transport; and one item referred only to the old title of Strathclyde Passenger Transport. There were also 32 website items identified during August, with a notional OTS figure of 6,041,302. In addition to news coverage, the paid-for sponsorship of the Jambusters traffic reports on Radio Clyde is estimated to have generated an additional 161 radio items (with 94,346,000 OTS and 14, AVE). Fig. 1 (overleaf) shows the percentage breakdown of SPT items, by media type. Researched by Press Data Ltd

18 Strathclyde Partnership for Transport Media Evaluation August Tone of Coverage Table 2 (below) shows the tone of the coverage identified. Table 2: Tone of Coverage Items OTS AVE Press Beneficial 72 5,833,972 96, Factual 18 4,854,708 80, Adverse 4 873,443 12, Broadcast Beneficial 3 1,529,000 2, Factual Adverse TOTAL Beneficial 75 7,362,972 98, Factual 18 4,854,708 80, Adverse 4 873,443 12, Fig. 2 (below) details the proportion of coverage, by tone (by number of items). Fig. 2: Tone of Coverage (No. of Items) Factual 18.6% Adverse 4.1% Beneficial 77.3% The four items of adverse coverage accounted for 4.1% of the total number of items, down from 18.3% in July. Adverse coverage consisted of: Two items in The Herald (20 August) regarding the free shuttle buses that had been laid on for fans attending the U2 concert. The items, a news and editorial piece, criticised SPT for only supplying 20 buses and not offering a dedicated one-stop train service. The Herald (21 August) then published a correction to the editorial piece, apologising for wrongly stating that SPT were responsible for train services to Hampden. The other two items were: new figures showing there are 7,000 crimes a year on Scotland s rail network, including 2,870 petty offences aboard rail or Glasgow Subway carriages (Scottish Daily Mail, 15 August); and senior Glasgow councillors who share 400,000 payments for arms-length organisations, including Alistair Watson who receives 20,294 to chair SPT (Sunday Herald, 23 August). Researched by Press Data Ltd

19 Strathclyde Partnership for Transport Media Evaluation August Content of Coverage Table 3 (below) details the content of the coverage identified i.e. which aspect of SPT was the coverage concerned with along with the tone of the items, total OTS and total AVE for each area. Please note that some items may have referred to more than one of the categories given in Table 3, whilst others may have been about other subjects. Consequently, the total number of items in Table 3 may not match the volume of items from Table 1. Table 3: Content of Coverage Ben Fac Adv TOTAL OTS AVE Mobile Travel Centre ,864 1, SPT Bus Services ,161,699 58, Bus Stops/Shelters ,102,852 37, Dial-a-Bus ,635 4, Glasgow Underground ,843,357 64, Other Rail Services/Stations ,500,856 28, Ring'n'Ride ,838 2, Crossrail Glasgow , SPT School Bus Services , Park and Ride Schemes , There was no coverage identified for Ferry Services, Night Rider, Ring n Ride, Transport Interchange Upgrades or Bus Stations or JourneyShare during August. Fig. 5 (overleaf) shows a percentage breakdown of the number of items in each of the categories above for the month. 3.4 Spokespersons Table 4 (below) details those SPT spokespersons that appeared in the coverage during the evaluation period. It also details the tone of the items in which they appeared, along with the total OTS for such. Table 4: SPT Spokespersons Ben Fac Adv TOTAL OTS AVE Alistair Watson ,115,142 42, Unnamed ,917 31, David Fagan ,644 1, Ron Culley ,721 15, Davie McLachlan ,194 1, Joan McKee ,224 3, Willie Hendrie , TOTAL ,286,515 95, SPT spokespersons appeared in 33 items during August, 34.0% of all items, up from 24.2% in July. Researched by Press Data Ltd

20 Strathclyde Partnership for Transport Media Evaluation August 2009 Appendix I: Summary of SPT Press Coverage Publication Date Page Byline Circulation Source Circulation Readership Area (scc) AVE Tone Paisley Daily Express 01/08/ ,831 ABC Jul - Dec , Beneficial Scotland On Sunday 02/08/ Calum Liddle 62,044 ABC May , , Factual Glasgow Evening Times 04/08/ ,422 ABC Jul - Dec , Beneficial Paisley Daily Express 04/08/ ,831 ABC Jul - Dec , Beneficial Clydebank Post 05/08/ ,126 ABC Jan - Dec , Beneficial Cumbernauld News 05/08/ ,684 ABC Jul - Dec , Beneficial Greenock Telegraph 05/08/ ,349 ABC Jul - Dec , Beneficial Kilsyth Chronicle 05/08/ ,684 ABC Jul - Dec , Beneficial Hamilton Extra 06/08/ ,129 ABC Jul - Dec , Beneficial Ayrshire Post 07/08/ ,223 ABC Jul - Dec , Beneficial Bus & Coach Professional 07/08/ ,100 Publisher's Statement 7, Beneficial Bus & Coach Professional 07/08/ ,100 Publisher's Statement 7, Beneficial Cumbernauld Advertiser 07/08/ ,305 VFD Jul - Dec , Beneficial Ayr Advertiser 11/08/ ,291 ABC Jan - Dec , Beneficial Ayr Advertiser 11/08/ ,291 ABC Jan - Dec , Beneficial Carrick Herald 11/08/ ,291 ABC Jan - Dec , Beneficial Carrick Herald 11/08/ ,291 ABC Jan - Dec , Beneficial The Herald 11/08/ Gerry Braiden 58,576 ABC May , , Factual Troon & Prestwick Times 11/08/ ,291 ABC Jan - Dec , Beneficial Troon & Prestwick Times 11/08/ ,291 ABC Jan - Dec , Beneficial Clydebank Post 12/08/ ,126 ABC Jan - Dec , Beneficial East Kilbride News 12/08/ Lynda Nicol 11,538 ABC Jul - Dec , Beneficial Glasgow Evening Times 12/08/ Sarah Swain 68,422 ABC Jul - Dec , , Beneficial The Herald 12/08/ Sarah Swain 58,576 ABC May , , Beneficial Glasgow Evening Times 13/08/ Vivienne Nicoll 68,422 ABC Jul - Dec , , Beneficial Hamilton Advertiser 13/08/ ,137 ABC Jul - Dec , Beneficial Hamilton Extra 13/08/ ,129 ABC Jul - Dec , Beneficial Lanark & Carluke Advertiser 13/08/ ,137 ABC Jul - Dec , Beneficial Oban Times 13/08/ ,961 ABC Jan - Dec , Beneficial Glasgow Evening Times 14/08/ Gordon Thomson 68,422 ABC Jul - Dec , , Beneficial The Herald 14/08/ Vivienne Nicoll 58,576 ABC May , , Beneficial Daily Mail (Scotland) 15/08/ Cara Sulieman 119,004 ABC Apr , , Adverse Daily Record 17/08/ Alistair Watson (Letter) 350,574 ABC May ,106, Factual Glasgow Evening Times 17/08/ Ewan Fergus 68,422 ABC Jul - Dec , , Beneficial Researched by Press Data Ltd

21 Strathclyde Partnership for Transport Media Evaluation August 2009 Publication Date Page Byline Circulation Source Circulation Readership Area (scc) AVE Tone Ayr Advertiser 18/08/ ,291 ABC Jan - Dec , Beneficial Ayr Advertiser 18/08/ ,291 ABC Jan - Dec , Beneficial Carrick Herald 18/08/ ,291 ABC Jan - Dec , Beneficial Carrick Herald 18/08/ ,291 ABC Jan - Dec , Beneficial Daily Mail (Scotland) 18/08/ ,004 ABC Apr , Beneficial Dumbarton & Vale of Leven Reporter 18/08/ ,989 ABC Jan - Dec , Beneficial Dumbarton & Vale of Leven Reporter 18/08/ Iain Robertson 3,989 ABC Jan - Dec , Beneficial The Herald 18/08/ Chris Watt 58,576 ABC May , , Beneficial Troon & Prestwick Times 18/08/ ,291 ABC Jan - Dec , Beneficial Troon & Prestwick Times 18/08/ ,291 ABC Jan - Dec , Beneficial Barrhead News 19/08/ ,303 ABC Jan - Dec , Beneficial Bishopbriggs Herald 19/08/ ,949 ABC Jul - Dec , Beneficial Clydebank Post 19/08/ ,126 ABC Jan - Dec , Beneficial Clydebank Post 19/08/ ,126 ABC Jan - Dec , Beneficial Kirkintilloch Herald 19/08/ ,949 ABC Jul - Dec , Beneficial Springburn Herald 19/08/ ,949 ABC Jul - Dec , Beneficial The Scotsman 19/08/ Emily Pykett 48,164 ABC May , , Factual Hamilton Advertiser 20/08/ ,137 ABC Jul - Dec , Beneficial Lanark & Carluke Advertiser 20/08/ ,137 ABC Jul - Dec , Beneficial Route One 20/08/ ,894 ABC Jan - Dec , Beneficial The Glaswegian 20/08/ ,467 ABC Jul - Dec , Beneficial The Herald 20/08/ Chris Watt 58,576 ABC May , , Adverse The Herald 20/08/ Editorial 58,576 ABC May , , Adverse Cumbernauld Advertiser 21/08/ ,305 VFD Jul - Dec , Beneficial Daily Record 21/08/ G. Dempsay (Letter) 350,574 ABC May ,106, Beneficial Glasgow Evening Times 21/08/ Ms Donnelly (Letter) 68,422 ABC Jul - Dec , Beneficial Holyrood Magazine 21/08/ Mandy Rhodes 4,500 Publisher's Statement 11, , Beneficial The Herald 21/08/ ,576 ABC May , Beneficial The Herald 21/08/ Damien Henderson 58,576 ABC May , , Beneficial Sunday Express (Scotland) 23/08/ Ben Borland 41,292 ABC Jun , , Factual Sunday Herald 23/08/ Paul Hutcheon 40,303 ABC Apr , , Adverse Daily Mirror (Scotland) 24/08/ Maggie Barry 27,655 ABC Apr , , Factual Bishopbriggs Herald 26/08/ ,949 ABC Jul - Dec , Beneficial Clydebank Post 26/08/ ,126 ABC Jan - Dec , Beneficial Clydebank Post 26/08/ ,126 ABC Jan - Dec , Beneficial Cumnock Chronicle 26/08/ Craig Winning 7,378 ABC Jan - Dec , Beneficial Researched by Press Data Ltd

22 Strathclyde Partnership for Transport Media Evaluation August 2009 Publication Date Page Byline Circulation Source Circulation Readership Area (scc) AVE Tone East Kilbride News 26/08/ Graham Mann 11,538 ABC Jul - Dec , , Factual Kirkintilloch Herald 26/08/ ,949 ABC Jul - Dec , Beneficial Springburn Herald 26/08/ ,949 ABC Jul - Dec , Beneficial The Herald 26/08/ Damien Henderson 58,576 ABC May , , Beneficial Barrhead & Renfrew Extra 27/08/ David Oliver 33,118 ABC Jul - Dec , , Beneficial Daily Express (Scotland) 27/08/ Judith Duffy 71,203 ABC May , , Factual Glasgow South & Eastwood Extra 27/08/ David Oliver 36,668 VFD Jan - Jun , Beneficial Greenock Telegraph 27/08/ ,349 ABC Jul - Dec , Beneficial Greenock Telegraph 27/08/ ,349 ABC Jul - Dec , Beneficial Hamilton Advertiser 27/08/ John Rowbotham 22,137 ABC Jul - Dec , , Factual Hamilton Advertiser 27/08/ John Rowbotham 22,137 ABC Jul - Dec , Factual Lanark & Carluke Advertiser 27/08/ John Rowbotham 22,137 ABC Jul - Dec , , Factual Route One 27/08/ ,894 ABC Jan - Dec , Beneficial The Scotsman 27/08/ Tom Teterkin 48,164 ABC May , , Factual The Herald 28/08/ Damien Henderson 58,576 ABC May , Beneficial The Herald 28/08/ KA Sutherland (Letter) 58,576 ABC May , Factual The Herald 28/08/ Alistair Watson (Letter) 58,576 ABC May , Factual The Lennox Herald 28/08/ ,251 ABC Jul - Dec , Beneficial The Scotsman 28/08/ Martyn McLauchlin 48,164 ABC May , , Factual The Independent 29/08/ Harriet O'Brien 204,429 ABC Apr , , Factual Scotland On Sunday 30/08/ Peter Ross 62,044 ABC May , , Beneficial Sunday Post 30/08/ Craig Robertson 357,657 ABC May ,003, , Factual Holyrood Magazine 31/08/ Richard Johnstone 4,500 Publisher's Statement 11, , Factual Holyrood Magazine 31/08/ ,500 Publisher's Statement 11, Beneficial Researched by Press Data Ltd

23 Strathclyde Partnership for Transport Media Evaluation August 2009 Appendix II: Summary of SPT Broadcast Coverage Station Programme Date Start Time Audience Audience Source Duration (sec) AVE Tone BBC Radio Inverness News 11/08/ :53:00 15,000 RAJAR Mar Beneficial BBC Radio Scotland Scotland Live 18/08/ :23:00 928,000 RAJAR Mar , Beneficial Clyde 1 News 18/08/ :00:00 586,000 RAJAR Mar Beneficial Researched by Press Data Ltd