Complex study

How often Sebastian Kurz was featured in the media

An extensive scientific analysis shows how intensively the former chancellor was reported on in eight national newspapers between March 2017 and February 2018.

Is it possible to buy excessive political coverage with advertisements in Austria? These allegations have been circulating for many months, including against the Krone. They are being made by the former Secretary General of the Ministry of Finance, who claims to have cultivated relationships with all the media for former Chancellor Sebastian Kurz over the years. And who is known to be a key witness for the public prosecutor's office on several issues.

Above-average interest
A comprehensive media market analysis commissioned by Krone now shows the reality for the first time. The "Media Affairs" institute has analyzed Sebastian Kurz's presence and performance in high-reach mass media. The period examined was March 1, 2017 to February 28, 2018, when Kurz was on his way to the chancellorship as foreign minister. At the time, the young politician was even described by foreign media outlets as a "political pop star" (Berner Zeitung, May 16, 2017), "young star and bearer of hope" ("Die Zeit", May 14, 2017), "political Mozart" ("Bild", October 17, 2017) or "boy wonder" ("FAZ", October 17, 2017). At the time, Kurz was of above-average interest to the media.

The analysis includes around 9,000 articles in eight national newspapers. A look at the volume of coverage shows that Kurz was both inspiring and polarizing. According to the authors of the study, he played several roles. As an "exceptional young talent". As an "underestimated up-and-comer". As foreign minister with "unconventional announcements (Balkan route, Turkey conflict, EU budget policy). Or - later - as the youngest chancellor. The result: "By far the most extensive reporting was done by 'Österreich' with more than twice (!) as much coverage as the 'Kronen Zeitung'". "Kurier", "Standard" and "Presse" follow behind "Österreich" - and well ahead of the Krone.

Large number of mentions
In how many articles is Kurz mentioned? A comparison with overall political reporting reveals that the then "central figure in the political arena" naturally receives a high number of mentions. "Media Affairs" notes: "The highest number of mentions of Kurz is in 'Österreich'. Here, Kurz is mentioned in one in four party-political articles." "Kurier" follows slightly behind with a share of just under 23 percent.

And what about the presence in titles (headlines) that have an increasing effect on the media visibility of politicians? The analysis makes it clear: Kurz achieves by far the highest volume in "Austria". According to the authors of the study, "Kurier" follows far behind, "but also with an above-average headline presence for Kurz". The Krone is on a par with the "Standard" - "but both are only around a fifth of the reporting volume for Kurz compared to 'Österreich'".

This elaborate scientific study proves that there were no anomalies in the Krone. On the contrary: according to the authors of the study, Krone was even slightly below the average of other media that reported on Kurz during the period in question, for example on the topics of family policy or cold progression. The accusation of bought reporting in relation to former Federal Chancellor Kurz, which the public prosecutor's office and some political journals are trying to construct, lacks any factual basis.