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Plaid Cymru's Caerphilly victory overshadowed by UK broadcasters' obsession with Reform UK and Labour

By Mark Mansfield
Photo Ben Wildsmith

Martin Shipton

UK-wide broadcasters framed the coverage of the Caerphilly by-election result not around Plaid Cymru’s victory but the implications for the Labour Party and Reform UK, according to research carried out at Cardiff University.

With the emphasis on Reform’s defeat, the apparent terminal decline of Labour in Wales and its significance for Keir Starmer’s government at Westminster, Plaid Cymru’s success was overshadowed.

The research, led by Professor Stephen Cushion of Cardiff University’s School of Journalism, Media and Culture, said: “The result was largely seen through the prism of power shifts in Westminster, and the prospect of Reform UK’s Nigel Farage becoming the next Prime Minister.

“Not long after the result was announced, the focus on Westminster politics was acknowledged by BBC Wales Politics journalist, Teleri Glyn Jones, when she asked Plaid Cymeu’s new MS Lindsay Whittle: ‘We’ve grabbed you as the winner of this but actually the rest of this room’s media is going to the person who came second, Llŷr Powell from Reform. What do you think that tells us?’.

“Reacting to the result, the headline of BBC News UK online analysis read: ‘Extraordinary Caerphilly by-election humbles Westminster's big beasts’, with a narrative centred on the decline of Labour and the Conservatives. Plaid Cymru, who won the by-election by 11%, was the fourth party mentioned. The analysis of Plaid Cymru’s victory focused on Lindsay Whittle as a candidate with a proud history of public service in Caerphilly, who built a strong local base to finally win after standing repeatedly for a seat in Westminster and in the Senedd. There was limited reference to Plaid Cymru’s wider support in Wales and its leader, Rhun ap Iorwerth, was noticeably absent from the article. By contrast, Reform UK leader Nigel Farage was both mentioned and pictured.

“Comparatively, Welsh news coverage gave Plaid Cymru and the immediate Welsh context of the by-election much greater focus, alongside covering the wider political ramifications of defeat for Labour and Reform UK. Both BBC Wales Today and ITV Wales at Six featured a running order that reflected how many votes each party received, covering Plaid Cymru first, Reform UK, then Labour.

“But how did TV, online and social media in Wales cover the by-election throughout the campaign? To what extent did they weight the perspectives of parties and leaders according to their past electoral success at the Senedd, their standings in the latest opinion polls, or their newsworthiness and ability to set the political agenda?

“Overall, this Cardiff University study found BBC and ITV in Wales on TV, online and social media broadly balanced the perspectives of the major political parties, with Labour, Reform UK, Plaid Cymru and the Conservatives receiving most attention. Labour, unsurprisingly, received the most coverage as the governing party in Wales and the party defending the seat. It also was the protagonist in the most news items.

“After Labour, Reform UK was the party most referenced and leading the news narrative. Its candidate appeared more often than candidates from other parties, while Reform’s leader, Nigel Farage, was the third most referenced party leader, behind Labour and Conservative party leaders based in Wales. In UK-wide network news, Reform UK and Nigel Farage appeared even more prominently, gaining more airtime (on BBC News at Ten) and driving the narrative of the campaign, and promoting debate about the implications for Westminster politics more generally.

“Taken together, the findings suggest that broadcasters in Wales weighted coverage of parties according to their past electoral success, with Labour most dominant. But despite only having one Senedd Member, Reform UK featured marginally more than other parties except Labour. This could be interpreted as broadcasters reflecting trends in public opinion polls in combination with the news value of Reform UK acting as a new force in Welsh politics and disrupting the political status quo. It was also motivated by the prominence of a single major news story, the Nathan Gill scandal.

“The prominence of Reform was even more pronounced in UK network coverage, perhaps due to the party’s far more dominant standing in the polls. Or, put more bluntly, Reform featured more in UK-wide news because they have held a sustained lead the polls in England over many months and have – according to commentators - been setting the Westminster agenda.

“Looking ahead to the 2026 Senedd election, if these trends in survey data across Wales and the UK remain the same, there could be a major divergence in how broadcasters in Wales allocate airtime to parties during the campaign compared to UK network news. Given more people in Wales rely on UK-wide news than news produced in Wales, this could prove a significant influence in what news and analysis people are exposed to before they cast their vote next May 2026.”

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43 comments

Mab Meirion

Whose fault was that, Plaid has a journalist for a leader, pull your socks up Plaid, the ones with Plaid stitched in. (not stitched up)

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Brychan

The BBC is in survival mode. This means they no longer prose themselves as a reflection of the 'nations and regions'. More the obsessions of the affluent classes of the English home counties. Fear of Reform, what type of wellies to wear at Glasto, some vegan pizza recipe. They view Wales as a place where goats do wander, wellness retreats and the politics of our country as 'quirky'. Listen out for the plinky-plonky over-dub when covering news items about Wales, or the jockular 'and finally' slather from Fiona Bruce on Question Time.

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David J

Watching the election results coverage, it was immediately obvious that the english media were downplaying the Plaid victory in favour of the spotlight on Reform plc. English media demonstrating almost complete ignorance of Cymru? Colour me shocked!

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Mab Meirion

Have not done telly or R4 for many years. Beeb been lying and messing up R4 minds for 25 years(this time around), Moral Maze did me twenty years ago...Michael Gove, the Burke and the Vixen poisoned the minds and unhinged them real dark arts stuff to render Archer's country ready for Fat Shanks and Farage introduced doubt and malice into the collective mind... Osborne devils spawn The Low Life of the Top Table...sub-human like Steve Miller, US racist in chief. It would be good to have our own newspaper but I will say the Cambrian News is up there with the best these days in support of mid-Wales, Liz and Mabon camped out inside...it could make the leap to national paper, similarly N.C could try and cover the whole of Cymru, not just the South...

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In reply to Mab Meirion

Mab Meirion

The Cambrian News has a circulation of some 120,000 on line, that's not bad, a good start. Keep buying the weekly print edition. There is a lively spice to the editorial content, some investment to spread its coverage and put it up as being for all in Cymru would be a good thing before the election. 1867 Cambrian Railways 1869 Cambrian News...Pioneers the pair...

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Amir

There is something really sinister with the way the media just report the filth spouted by these deformed lot. There is no indepth look at how deranged these guys are. I saw it with my own eyes when they reported on the Nathan Gill pleading guilty episode. One minute in a 30 minutes news tv program. Shame on you BBC Wales.

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Andy w

Amir - Londons media has zero interest in UK regions. They did not cover Edinburgh having a better economy than London https://www.edinburgh.gov.uk/news/article/14243/edinburgh-s-economy-outperforms-london-s April 2023 I attended a conference which the UK government held on how to get the UK procurement teams to work together better; all the representatives from Scotland and Northern Ireland declined to attend. Wales was represented by Cardiff University’s public sector team. Wales’ economic success will be defined by Terry Matthews hotels / AI organisation and his desire to support more inward investment into Wales. We need to focus on the needs of the Welsh population and leave Starmer to meet Trump / launch Englands latest vanity project such as the £15 billion tunnel from Manchester Airport for a few miles.

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Amir

This was the headline opening news on the regional BBC Wales news at 6.30pm. One minute on this opening news story and then the newscaster quoted Farage and his statement was taken as gospel.

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In reply to Amir

Andy w

Amir - organisations never change, mature economies let them fail and create new ones. I worked on the development team of Star Alliance in 1998 for six months. It was agreed Feb 1999 that Sabena and Swissair would join Star Alliance and eventually be bought by Lufthansa. The chief economist of Swissair accelerated the bankruptcy of Swissair by temporarily moving the cargo contracts to easyJet Switzerland and Sabena cargo went to Virgin Express. Both airlines went bankrupt, mass staff redundancy’s happened and new airlines were created a few years later with cargo contracts returned/ lower staff costs / more efficient / most loss-making international routes closed. If we do not like BBC / ITV news, could a new channel be created with this website?

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Jeff

After pochins most vile and racist attacks, the press decided to ask "was she right" rather than out and out condem her and the party that supports her. They enable racist attacks and reports are going up and up of such.

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Jones

This was pretty clear prior to and post result "analysis". It skews the reality.

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theoriginalmark

Yet more evidence that Wales needs its own nationwide media and needs to stop relying on English news outlets.

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Mab Meirion

Count how many times the image of Farage has appeared on N.C, moths to a flame... A little research to measure the Mosley years and the Press and Radio relationship needed...he came a close second to Chamberlain in 26...a total cad ! 'Don't damn the Daily Mail' for its fascist flirtation 80 years ago said the Guardian 13 years ago... But someone other than his mother must be Making Plans For Nigel... Thanks XTC

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Felicity

I'm not sure about that. There is a danger that we would find ourselves with the equivalent of a parish magazine. Channel 4 News does a good job in countering the tabloid style of the rest of UK terrestrial tv news.

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Andy w

ITV did a report on Welsh education and only compared Wales to England, Australia and USA https://www.itv.com/news/2025-11-06/questions-turn-to-estyn-in-wales-reading-debate Then keeps referencing their flawed methodology; even respected London Universities do not support ITVs views https://www.itv.com/news/2025-11-06/questions-turn-to-estyn-in-wales-reading-debate

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Jeff

Do you see how the press enable a bloke that wrecked the UK.

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Steve D.

People still voted tactfully in Caerphilly regardless of how much attention Reform received from the media. Hopefully, it will be similar nationwide in May next year. There are many people out there that simply detest Reform and will do their utmost to keep them out of power, particularly the younger generation.

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Mab Meirion

Beware Gen X if you are young, your parents must wish to do you harm like they did with Brexit...

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David J

While I understand your concern, it is not true that parents were deliberately harming their children. They were misinformed, mislead and downright stupid to vote leave, but they thought they were doing the right thing for their children. In general, I am opposed to any attempt to divide the generations; the true culprit is inequality, which is increasing continually. I am not interested in arguing over who has the biggest piece of the cake, I want us to own the bakery.

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In reply to David J

Mab Meirion

Sorry we talked to a lot of young people (in our bookshop) who pleaded with their parents, pointing out the danger but they willfully went ahead and ruined many of their children's chances in the short and medium term...a lot of know alls on here this evening...

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In reply to David J

Mab Meirion

Sorry, but how do you know that, you don't...when smoking in the car with children aboard...they know but they chose ignore...The braindead, the only place you are going...

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Blinedig

I've seen many comments here and there about tactical voting. But those I have spoken with said they were voting for their very identity, their cymreictod.

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Felicity

The BBC in particular have acted as enablers rather than educators concerning Reform. Newsnight, Politics Live and Question Time all regularly feature either Farage, Tice or Yusef. They are being led by the nose by polling in England, rather than any substantial policies that would deserve space for discussion on their airwaves.

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Andy w

Felicity - Wales in the past has used Englands incompetence to our own advantage. I was Network Rails procurement lead for www.ertms.net and Londons Department for Transport ignored all the economic advice published connected to using transport for economic growth. 2010 it was clear that no land was being bought next to rail project hubs; 2023 Network Rail went to buy land near Crewe Station and found that all the land near the station was owned by Cheshire East council or Welsh organisations, but the media did not report that https://legatowen.co.uk/network-rail-acquires-four-acre-site-in-crewe-for-development-later-this-year/ So Network Rail paid an inflated cost; Crewe is not now a HS2 hub, but land values over the last ten years have risen above national averages and so strong profits have been made. In 1998 i supported the European growth strategy of Air Transat and Delta Airways - they both bought land midway between Nice Airport and St Tropez in Frejus (lowest land value) with Nices best hotel. My family owned properties in the Nice area for 25 years and made excellent returns and never paid any advertising fees. The property letting agency also managed the building and was the developer; the building manager has his own flat and used his friends from Paris to send down wealthy families to rent (his friends in Paris then had stays in the apartments free of charge).

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Peter J

I'm no reform voter, but they'e polling consistently higher than any other party in the UK. I would expect our (actually very neutral) major broadcaster to include them in any on air debates/analysis. Should they ignore the view sof a 1/3 of the country?

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John Ellis

Other than Welsh news on 'Wales Today', I've pretty much given up on the BBC when it comes to current affairs coverage. It seems to me to have been tamed by successive governments ovef recent years. I just don't see them these days employing forensic political journalists of the independent quality of the late Robin Day.

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Rhufawn Jones

And this is exactly why broadcasting should be devolved ... and exactly why the unionist parties oppose that.

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john Davies

It is quite possible this bias was simply because journalists have never bothered to learn much about Plaid, its policies, priorities, leadership and gradual change in Wales from being a creature of the Welsh-speaking agricultural areas to being a genuine party of the entire nation. Journos are by and large lazy beasts and if they can bang together an article (always against deadlines, remember) from the clippings library of what they know, they will always do this in preference to doing research into what they don't know. If this leads to stereotyped news coverage, it is hardly surprising.

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hdavies15

BBC heavily into misdirection all focussed on Labour, Reform, Tories and a bit of LibDem chucked in for variety. Well, let them carry on. With media attention elsewhere Plaid and others interested in a distinct Welsh agenda should ramp up their effort out in these new 16 constituencies that will make for interesting street fighting. Reformers fed on a diet of Daily Mail etc and BBC News will still vote Reform but our job is to agitate interest among those who don't share their Greater England dreams and get them out to vote. Only 50% voted at Caerffili and it was hailed as success. Just think what something over 70% would do to the twitchy crew at Westminster.

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J jones

I suppose it’s only natural for UK wide media to focus on Uk wide ramifications. But looking at the point of how the emphasis of the reporting reforms loss as such, overshadowed the Plaid victory, then you can see as much of that on this website as anywhere else. For instance the headline of the first opinion piece here following the result didn’t lead with ‘plaids victory’ but rather ‘Reforms defeat’ and then in the article proceeded to mention reform 3 times more often than Plaid. The following day a second piece began ‘reforms humbling’. Today there is one titled ‘peak Farage’. I’m aware of course that none of these are pro reform pieces but clearly there is as much, possibly more, about reform losing as Plaid winning.

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Garycymru

It's almost as if it's nothing more than well controlled propaganda designed specifically to influence a particular outcome.......

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Y Cymro

Broadcasters are at fault. The media has become a megaphone for Reform UK. Even before Farage was elected to Westminster as a MP or Reform had a handful of councilors in England were always prioritised on Question Time and other political discussion shows. And when Plaid Cymru won recently the Caerphilly by-election the media were obsessed with Labour losing and Reform coming second not the actually victor Plaid Cymru's Lindsay Whittle who defeated Reform's Llyr Powell whilst ousting Labour after dominating Caerphilly for the past 100 years. We just have to accept that the established media have no interest in Wales or care about reporting news anymore. Just look at their bias regarding the Middle East conflict. What Plaid needs to do is to continue with its positive campaign and let the others fight among themselves. Labour & Conservatives are finished in Wales so no threat. But I am looking forward to the Senedd election debates where the light of scrutiny will reveal Nigel Farage and Reform for what they truly are. A one man single policy wrecking ball party who want to remove our voice , abolish our Senedd Cymru , and return Wales back to being a vassal sweatshop state to be used and abused by the English/British establishment which they have always been part of.

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Rob

As much as I agree with the devolution of Broadcasting and am concentrating about a lack of Welsh media input in comparison to Scotland for example: conventional media platforms are dying off. How many people still read newspapers or watch the 6pm news compared to 20 years ago? The future is the internet and social media (YouTube, X, Tik Tok, Facebook etc). This is where Welsh based platforms need to look towards.

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David J

It might be the future, but at present the right-wing newspapers (ie.nearly all of them) still have a big influence on people's thinking. The Daily Mail (for example) has a circulation of a million, which means that probably twice that many read it. Keep in mind also, that when you walk past the news stand in the supermarket, newsagent or corner shop, the redtop headlines are screaming their bile and distortions at you. You don't have to buy and read the paper to get the message. This is bound to affect the thinking of those not accustomed to deconstructing and understanding the media. Add to this the online propaganda you reference, and the pressure to vote against your interest, and for the benefit of the rich, becomes hard to resist for many.

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John Ellis

I think that you're right. On a couple of occasions, just out of curiosity, I spent a short time lurking near to the newspaper stand in the Tesco store in our nearest small market town to see who was buying newspapers and which paper they bought. There didn't seem to be too many people buying them - after all, the circulations of print newspapers are steadily dropping, though that of course doesn't mean that folk aren't accessing them on-line. But I noticed that (a) most of the people buying a paper were elderly, and (b) that a significant majority of them were opting for the 'Daily Mail'.

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In reply to John Ellis

David J

Yes, I have seen the same. Soon after the Brexit vote, I sometimes asked people in the supermarket who were buying the Daily Mail, why they were happy reading such a propaganda rag (I pointed out that even Wikipedia regards it as an unreliable source). The closest I got to a cogent reply was "what is truth?" Scary, when you consider they all have a vote each.

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Richard Lice

The reality is Reform totally dominates "X" Every single negative vibe raised regarding Wales has a 1000 voices which erupt in unison They have their own TV channel GB News Permanant fixtures on Question Time Whittle had zero social media profile but connected at street level Nation Cymru literally the only one to telegraph the backlash against Reform The feature on Ukrainians Torfaen is the big battle field with Reform confident of hoovering up 2+seats The Senedd could well be dictated by "Llanyarfon " man a much needed win for Reform May the backlash continue in earnest

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Daniel Pitt

It's because the English centric media is obsessed with Westminster and treats devolved administrations with barely concealed contempt. The story they wanted Caerphilly voters to write was not the story that transpired. That has upset the narrative that Westminster based parties know best because working class Welsh people need to know our place at the bottom of the rung.

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Andy W

Time and time again, if an organisation meddles with politics it goes wrong for them. Heathrow funded Farages conference, then the Government approved Gatwick airports expansion a few days later. United / Delta / American Airlines all funded Trumps election and now they will reduce their profits https://www.euronews.com/travel/2025/11/07/flying-to-or-from-the-us-heres-how-a-potential-airspace-closure-could-affect-your-trip

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Daniel Pitt

What's the opposite of "go woke, go broke?" 😭

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Other than Welsh news on 'Wales Today', I've pretty much given up on the BBC when it comes to current affairs coverage. It seems to me to have been tamed by successive governments ovef recent years. I just don't see them these days employin...

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