News Centre
Kantar Worldpanel -

The Media Awards 2012



The Media Awards 2012

The Media Awards 2012 have revealed the latest opinions of the British public on its media.

The global research company, which launched its new British data hub today, interviewed 1,000 people on their favourite outlets, news consumption, predictions for the future and the effects of the Leveson Inquiry.

The most trusted broadcaster was the BBC which 58.9% of people said they believed, compared to just 1% of people who trusted what Channel 5 tells them. The Guardian and Observer were Britain’s most trusted papers followed by the Mail/Mail on Sunday and the Times/Sunday Times. The BBC emerged as central to Britain’s news consumption and a favourite across the categories.

BBC Breakfast was voted Britain's Favourite Morning TV News Show and, just a couple of weeks after he announced his departure from the station, the Chris Moyles Show was named Britain's Favourite Breakfast Radio News Show. Britain's Favourite Journalist was Jeremy Paxman, of Newsnight, and Britain's Least Favourite Journalist was Piers Morgan, the former editor of the Daily Mirror.The research also revealed a snapshot of British media opinions and habits. For example, more British people trust television stations to tell them the truth than newspapers.

Eight out of 10 people identified a broadcaster they trusted but fewer than six out of 10 could name a newspaper they believed in, the study found.

However, both television and newspapers were judged to be far more reliable sources of news than Twitter or Facebook, including for breaking news stories.

Other findings included:

  1. Over 80% of 18- to 34-year-olds think they will be buying newspapers in five years’ time
  2. Perhaps unsurprisingly, men prefer sports news and women prefer features and showbiz, but good news was what women wanted in a newspaper
  3. More than half the people questioned said the Leveson Inquiry had reduced their trust in the media but almost 11% of the population did not know what it was
  4. More than twice as many people preferred to read the headlines online (on iPad, mobile or PC) than in print
  5. And almost four people in 10 had shared news items through Facebook. is a free online portal that showcases all the best data on Britain held by Kantar and its subsidiary companies and is the first to offer journalists an instantly accessible database of deep statistics on public opinion, business, media and consumer issues.


Notes to editors is the home of live trends, facts and insights on the people of Britain delivered by world-leading research experts Kantar. It is the portal for all of the company’s data on a huge range of topics from across Britain.

The survey to determine the Media Awards winners was drawn from a nationally representative sample of 987 people in England, Scotland and Wales. There were 494 men and 493 women, grouped by age (18-34; 35-54; and 55-64). More data is available on request.

The winners of the awards were:

  • Britain's Favourite Morning TV News Show: BBC Breakfast
  • Britain's Favourite Breakfast Radio News Show: Radio One’s Chris Moyles Show
  • Britain's Most Trusted Newspaper: The Guardian/The Observer
  • Britain's Most Trusted Broadcaster: BBC
  • Britain's Favourite Journalist: Jeremy Paxman
  • Britain's Least Favourite Journalist: Piers Morgan

The winners will be announced via’s Twitter account @BritainSays on Friday 20th July 2012, which will continue to publish interesting daily snippets of information from Kantar’s research on British life.

Kantar is one of the world's largest insight, information and consultancy networks. By uniting the diverse talents of its 13 specialist companies, the group aims to become the pre-eminent provider of compelling and inspirational insights for the global business community. Its 28,500 employees work across 100 countries and across the whole spectrum of research and consultancy disciplines, enabling the group to offer clients business insights at each and every point of the consumer cycle. The group’s services are employed by over half of the Fortune Top 500 companies.

For further information, please visit us at


Media enquiries:
Fiona Mackie, Bell Pottinger Business & Brand 020 7861 2486 / 07795 300739

Research enquiries:
Michelle Harrison: TNS-BMRB,
Andrew Curry: The Futures Company,
Ed Garner: Kantar Worldpanel,
Cristiana Pearson: Millward Brown,
Bryan Roberts: Kantar Retail,
Ralph Risk: Lightspeed Research,

Get in touch

Fraser McKevitt

Head of Retail and Consumer Insight


Contact the author

Get in touch

Visit the new here


Print this page