UMR Omnibus Results December 2009 Top News Stories Of 2009 Email: umr@umr.co.nz Website: WELLINGTON 3 Collina Terrace Thorndon WELLINGTON 6011 NEW ZEALAND Tel: +64 4 473 1061 Fax: +64 4 472 3501 AUCKLAND 11 Earle Street Parnell AUCKLAND 1052 NEW ZEALAND Tel: +64 9 373 8700 Fax: +64 9 373 8704 SYDNEY Level One, Suite 105 332-342 Oxford Street SYDNEY NSW 2022 AUSTRALIA Tel: +61 2 9386 1622 Fax: +61 2 9386 1633
Methodology Results in this report are based on a question asked in the UMR Research nation wide Omnibus Survey. This is a telephone survey of a nationally representative sample of 750 New Zealanders aged 18 years or over. Fieldwork was conducted approximately every 2 weeks at UMR Research s national interview facility in Auckland. The first survey of 2009 was conducted from 22 nd to 25 th January 2009. The final survey was conducted from 3 rd to 6 th December 2009. The margin of error for sample size of 750 for a 50% figure at the 95% confidence level is ± 3.6%. The level of interest is determined as being 1+2 from the 1-5 scale where 1 means very closely and 5 means not closely at all. Copyright - UMR Research Ltd 2
Key findings Disasters and tragedies were common themes for New Zealand s most closely followed news stories of 2009. The Samoan tsunami topped the list, with 81% saying they had followed this story closely (1+2 on a 1-5 scale). 79% followed the Victorian bushfires at the start of the year. 75% followed the search for West Auckland toddler Aisling Symes. Note this is the figure from the survey before her body was found. In the survey after her discovery, 73% said they had followed the story. Swine Flu was also a big story, peaking at 69%. The Napier Siege was close behind with 67%. Traditionally, political stories are not closely followed, however there are 3 which made the top 10 for 2009. 66% followed the Anti-Smacking referendum, while 60% followed the ACC issues in October. Barack Obama s inauguration at the start of the year was followed by 61%. Just 2 stories made UMR s all time top 10 list, a list which contains over 500 stories dating back to mid-2003 when the question was first asked. The Samoan tsunami and Victorian bushfires stories ranked 5 th and 6 th equal respectively on the all time list. The central North Island floods (2004) tops the list with 85%, closely followed by the London Bombings (2005), the Boxing Day Tsunami (2005) and the search for Coral Burrows (2003). Copyright - UMR Research Ltd 3
Key findings cont d The retrial of David Bain grew in interest as the trial progressed. When the trial began around early March, 45% were following it closely. This grew to 54% in May when the issue of conflicting evidence arose. By June, when the verdict was announced, 61% were following. The fairy tale story of 2009 was arguably the All Whites and their successful run into the Football World Cup in 2010. This became one of the most closely followed sports stories in tracking history. 50% of New Zealanders followed the dramatic win in Wellington. 27% were following the story the weekend before the match in Wellington. Just 18% followed the nil-all result in Bahrain. Copyright - UMR Research Ltd 4
Top News Stories 2009 - The Top 10 - RANK The Samoan earthquake and tsunami (OCT 09) 1 The bushfires in Victoria, Australia (Lt FEB 09) 2 The search for the missing girl in West Auckland (OCT 09) 3 The Swine Flu outbreak (Lt APR 09) 4 The Napier siege (MAY 09) 5 The Anti-Smacking Law referendum and debates (Lt AUG 09) 6 David Bain's retrial (JUN 09) 7= The inauguration of Barack Obama United States President (JAN 09) 7= ACC's budget blowout and proposed changes (Lt OCT 09) 9= The international economic problems (JAN 09) 9= 61% 61% 60% 60% 69% 67% 66% 81% 79% 75% Total Followed Closely (1+2 on the scale) Copyright - UMR Research Ltd 5
Top News Stories 2009 - Top Story Each Month - The inauguration of Barack Obama (JAN 09) The bushfires in Victoria, Australia (FEB 09) The attack on the Sri Lankan cricket team in Pakistan (MAR 09) The Swine Flu outbreak (APR 09) The Napier siege (MAY 09) The Swine Flu pandemic (JUN 09) Paula Bennett releasing income details of two solo mothers (JUL 09) The Anti-Smacking Law referendum and debates (AUG 09) Two bodies found under the floor of a Christchurch house (SEP 09) The Samoan earthquake and tsunami (OCT 09) Issues surrounding Maori Party MP Hone Harawira (NOV 09) Talks of changes to New Zealand's tax system (DEC 09) 40% 55% 52% 51% 61% 57% 69% 67% 64% 66% 79% 81% Total Followed Closely (1+2 on the scale) Copyright - UMR Research Ltd 6
Top News Stories - UMR s Top 10 of all Time - The flooding in the Central North Island (FEB 04) London Bombings (JUL 05) The tsunami and international aid efforts (JAN 05) The search for Featherston girl, Coral Burrows (SEP 03) The Samoan earthquake and tsunami (OCT 09) The bushfires in Victoria, Australia (FEB 09) The storms that damaged areas of the North Island (AUG 08) Increases in the cost of living (May 08) The drownings in the Mangatepopo Stream (APR 08) The murder of school teacher Lois Dear in her classroom (JUL 06) 85% 84% 83% 82% 81% 79% 79% 77% 77% 76% Total Followed Closely (1+2 on the scale) Copyright - UMR Research Ltd 7
Top News Stories - Following David Bain s Retrial - Following the story of David Bain s retrial 80% 60% 45% 54% 61% 50% 40% 20% Retrial Underway Conflicting Evidence from Experts Found Not Guilty Suppressed details released 0% March May Early June Late June NB: Media interest is defined as those following the story closely, i.e. giving a 1 or 2 on the 1-5 scale NB: In the late June survey the story was changed to Issues surrounding withheld evidence and testimonies during Bain s retrial Copyright - UMR Research Ltd 8
Top News Stories - Following The All Whites - Following the story of The All White's bid to qualify for the soccer World Cup Week After game in Wellington 60% First game in Bahrain Week Before game in Wellington 50% 40% 27% 20% 18% 0% October Early November Late November NB: Media interest is defined as those following the story closely, i.e. giving a 1 or 2 on the 1-5 scale Copyright - UMR Research Ltd 9