Analysis at odds with Australian Christian Lobby managing director’s claim that the no campaign is being silenced

This article is more than 3 years old

This article is more than 3 years old

The Australian Christian Lobby’s Lyle Shelton has been mentioned more times in the media than three leading yes campaigners combined despite the no campaign claiming it has being “silenced”, new analysis shows.

The research – compiled for Guardian Australia by media analysts Isentia Research and Insights – shows Shelton has been mentioned 2,506 times across radio, television, print and online news outlets in the past two weeks.

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Three prominent yes campaigners – Alex Greenwich, Tiernan Brady and Sally Rugg – have together had 2,052 mentions in the same period.

Shelton’s name has been mentioned in broadcast media 1,372 times, in print 76 times and in online news outlets 1,058 times since the high court ruled the postal survey valid on 7 September.

Greenwich is likely the most prominent yes campaigner. He was mentioned in broadcast media 714 times, print 12 times and in online news sites 519 times.

The data belies the claim that the no campaign is being silenced in the media. The ACL was contacted for comment, but did not respond.

A spokesman for the equality campaign said the yes camp, contrary to some perceptions, was the underdog.

“We are the underdog in this campaign and always have been,” he said.



“We are up against a powerful machine, we’ve always known that. We encourage our supporters, we know we’ve got supporters right across the nation, get out and vote.”

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The yes campaign had been working hard on the ground, he said, and had run positive inclusive messaging, which sat in stark contrast to the no camp.

“We know the overwhelming number of Australians believe in a fair go and that’s why we will continue to run a positive, inclusive campaign, while opponents of equality continue to run daily red herrings, which have nothing to do with marriage,” he said.



The data also corroborates a similar analysis, conducted for BuzzFeed News, which found the no campaign’s key messages were in the media four times more than the yes campaign between 10 September and 17 September.

Research from an advertising analytics firm suggested opponents of marriage equality had outspent the yes campaign on television advertising five to one in the first weeks of the campaign.



This week the Guardian Essential poll showed public support for marriage equality had dropped 4% in a fortnight. Opposition was up 3%.

The Australian Bureau of Statistics continues to mail out survey forms until 25 September and is accepting completed forms until 7 November. The result will be published on 15 November.

