Canada Votes 2008

Lifeline Communications will provide ongoing analysis of campaign media coverage during Election 2008.

Our media analysis will feature our NewsInfluence Index, which offers an indicator of the tone, volume and prominence of campaign coverage in major national news media.

Resources

Media Links

n Elections Canada

n Liberal Party

n Conservative Party

n NDP

n Green Party

n CTV

n CBC

n Global / CanWest

n Globe and Mail

n Toronto Star

NewsInfluence Index - Sept. 14-15/08

NewsInfluence Index

Lifeline Communications calculates our NewsInfluence index, based on the number, prominence and tone of media items. The formula offsets negative, neutral, and positive media coverage, and assigns greater weight to prominent media items such as front page articles and higher ranking in television newscasts. The NewsInfluence index provides an indicator of the volume and tone of campaign coverage received by political parties in national news media.

The NewsInfluence Index covers major campaign items published in the Victoria Times Colonist, Vancouver Sun, Edmonton Journal, Calgary Herald, Regina Leader-Post, Saskatchewan StarPhoenix, Winnipeg Free Press, Globe and Mail, Toronto Star, National Post, Ottawa Citizen, and Montreal Gazette. The index also covers major campaign news items in television newscasts by CBC, CTV and Global National.

© Lifeline Communications Group Inc. 2005 - 2008

Sept. 15/08

Conservatives Shift Gears to Target Surging NDP, Greens

NDP +23
NewsInfluence Index

· Positive television news reports featured a Gatineau, Que. rally by Leader Jack Layton, as media coverage emphasized the Conservative election strategy is shifting gears to target the NDP.

· A widely published Canwest News article, including the National Post front page, said the NDP and Green Party pose the biggest threat to a Conservative majority government.

Conservative +13.5
NewsInfluence Index

· Positive coverage highlighted a new round of Conservative television advertising in Quebec, directly challenging the Bloc Quebecois for who can best represent Quebec’s interests in Ottawa.

· In negative tones, a front page Ottawa Citizen article featured Taliban reaction to Prime Minister Stephen Harper’s promise to withdraw Canada’s military from Afghanistan by 2011.

· A negative CTV News item suggested Harper is seen as nastiest leader in public opinion survey of key ridings.

Liberal +9
NewsInfluence Index

· Mixed coverage concludes Liberal Leader Stephane Dion is struggling to connect with voters on the environment, as his campaign falters in its first week.

· Positive Globe and Mail front page article profiles Dion’s wife, negative Toronto Star front page column reflects on Liberal campaign struggles, and another Globe front page headline says Dion is trailing NDP and Green Party leaders in key battleground ridings.

Green +4
NewsInfluence Index

· Calgary Herald profiles Green Party local campaign, and a Toronto Star article followed Leader Elizabeth May in her fight to win a Nova Scotia riding.

BQ +2
NewsInfluence Index

· Television coverage observes the Bloc Quebecois is facing challenges on all sides for its traditional role of speaking for Quebec in Parliament.

· Leader Gilles Duceppe delivered a message in news reports that his party is the only one in Quebec that can stop a Conservative majority government.

Developing a new message track, election coverage positions NDP as the chief threat to a Conservative majority government, as news reports, columns and media analysts observe the Liberal campaign faltered in its first week. Media coverage sees support building for the NDP and Green Party.