1. Election 2008 Media Analysis Lifeline Communications Group www.lifelinecom.com/Election.htm

2. Election Campaign Battlegrounds Ground War  Riding + national office organization Air War  Television + Radio advertising Headline War  Leader’s tour, campaign war room, media relations  Who won the day’s headlines?

3. NewsInfluence Index What we did:  Calculated media analysis index for election coverage  Followed major campaign news stories  Weighted scale, with heavier emphasis on television items, front pages Tracked three television networks, national newspapers, major regional newspapers

4. Campaign Launch Let the Greens In Positive coverage for allowing Greens into TV Debates Negative coverage for Conservatives  ‘Pooping Puffin’  War Room Stumbles Positive weekend coverage for Conservative election strategy

5. Who won the day’s headlines: Green2 Days Cons1 Day Lib1 Day NDP1 Day Campaign Week 1 Box Score  Positive Coverage for Greens in Leaders’ TV Debates [Sept 10, 11]  Conservatives Knocked Off Message, Off Track by Party War Room [Sept 12]  Large Volume of Negative Coverage for ‘Pooping Puffin’ [Sept 10]  Election Coverage Sees Campaign Moving in Conservative Direction [Sept 13]  NDP Gaining Ground on Liberals [Sept 14]

6. Campaign Week 2 It’s the Economy, Listeria Negative media for Conservatives on Listeria Outbreak Campaign themes develop on the economy and world financial crisis NDP positioned as chief threat to the Conservatives Liberal campaign seen as stumbling, faltering

7. Who won the day’s headlines: NDP3 Days Lib 3 Days Cons 1 Day Campaign Week 2 Box Score  Mixed NDP Coverage Positive attacks on Conservative government over listeria outbreak Negative media over candidate troubles [Sept 15, 17, 20]  Mixed Liberal Coverage Positive attacks on Conservatives for listeria crisis Leader Dion seen as faltering in opening days of campaign Dion makes funding promises on arts, responds to ‘Green Shift’ attacks [Sept 18, 19, 21]  Mixed Conservative Coverage Very negative media on listeria Leader Harper plays up record on economic management [Sept 16]

8. Campaign Week 3 Arts Cuts, Liberal Platform Positive media for Liberal campaign platform  Dion attacks Conservatives on arts and culture cuts  More criticism for Dion campaign performance Four days of negative Conservative coverage  Candidate troubles  Criticized over arts cuts Greens receive positive media for rail swing by Elizabeth May

9. Who won the day’s headlines: Green 2 Days Lib 2 Days NDP 1 Day Campaign Week 3 Box Score  Green Party Leader Elizabeth May makes campaign swing by train [Sept 22, 26]  Liberals Release Party Platform Dion attacks Conservatives over government cuts to arts and culture [Sept 23, 24]  Positive coverage highlights NDP gains in voter support in British Columbia [Sept 25]

10. Campaign Week 4 Leaders’ Debates, Plagiarism Positive media for NDP campaign platform  Media sees strong performance for Layton Positive coverage for Liberals  Harper plagiarized speech  Strong performance for Dion in French debate Three days of negative Conservative coverage  Harper seen as surviving attacks in English debate

11. Who won the day’s headlines: Lib3 Days Cons 2 Days NDP 2 Days Campaign Week 4 Box Score  Liberals attack Harper over plagiarized speech [Oct 1]  Positive reviews for Dion in French leaders’ debate [Oct 2]  Conservative Leader Harper withstands opposition barrage in English leaders’ debate [Oct 3]  Focus sharpens on world financial crisis and downturn in the economy [Oct 5]

12. Final Week Economic Tsunami Hits Campaign Conservatives suffer three days of very negative coverage  Harper provides stock tips Positive coverage for Liberals  Dion positions Harper as out of touch on economy Layton appeals to voters to rally around NDP

13. Who won the day’s headlines: Lib4 Days Cons 2 Days NDP 2 Days Final Week 4 Box Score  Dion mounts fierce attack on Harper and Economy in campaign’s final days [Oct 13]  Liberals seen as scrambling to avoid election defeat with Jean Chretien campaign appearance [Oct 11]  News reports emphasize campaign missteps, gaffes and strategic errors for Conservatives [Oct 8]  Conservative Leader Harper nurses narrow lead in voter support across campaign finish line [Oct 12]  NDP attacks Conservative on Afghan war costs, and banks on interest rates [Oct 6, 10]

14. 2008 Final Box Score W1W2W3W4W5Total Seat Results Cons11226143 Lib132341376 NDP13122937 Green2240 BQ50 * Media coverage tracked for 32 days over campaign

15. Campaign Result Stronger than expected Conservative minority  Despite 14 days of negative coverage Weaker than expected Liberal result  Resignation of Leader Stephane Dion Improved seats for NDP  But no historic breakthrough Bloc Quebecois gains from Conservative mistakes

16. Election Coverage Impacts Stronger Conservative minority despite heavy volume of negative election coverage  Suggests Conservative brand more resilient Weaker Liberal performance  Campaign did not benefit from negative coverage for Conservative government  Suggests Liberal brand losing strength