Employment proves a winner in federal budget coverage

The federal government’s promises of employment in Australia was a winner with journalists covering the 2022 budget announcements in Canberra.

An analysis of media coverage by media monitoring service Streem, found ‘employment’ beat the terms ‘health’, ‘environment’ and ‘COVID’ in budget reports across TV, print, radio and online reports up until midday the following morning.

Of the social media coverage, it was the environment which dominated the Budget discussion, the top issues covered in media, employment, dropping down to fifth.

It was Twitter which overwhelmed other social media channels, with almost 20 times the volume of Budget discussion on the platform compared to all other social networks combined.

Treasurer Josh Frydenberg was, by a considerable margin, the most-mentioned politician alongside the Budget, with 1159 mentions, followed by Prime Minister Scott Morrison coming in second, reversing the order from ahead of the Budget, with a total of 490 mentions.

As was the case ahead of the Budget, online news dominated Budget coverage on Budget night and the following morning, with more distinct Budget-related news items than print, radio and TV combined.

Finally, Budget night is usually one of the biggest single stories of the year, often totally dominating the news cycle. But this year, with multiple other significant news stories, Budget coverage represented just over one-fifth of all news published on Budget night and the following morning.

Distinct mentions of each topic alongside the Budget in print, online, radio and TV coverage. Between 7:30pm 29 March 29 to 30 March midday.

Streem media relations manager, Jack McLintock told Mumbrella: “The breakdown of Budget coverage across traditional and social media shows a clear separation between what topics are dominating the headlines and resonating on social media.

“That said, there was no division over who was the most-mentioned politician last night, with Treasurer Josh Frydenberg scoring the most mentions across both traditional and social media following his Budget speech.”


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