How Australian broadcast media has shaped the cost of living crisis narrative
The story around supermarket prices has been evolving for a number of months, finally reaching an inflection point as the Woolworth’s CEO appeared in a challenging interview with Four Corners and then announced his upcoming retirement only two days later.This chain of events underscores the critical importance of understanding the connections made by broadcast media, as they can significantly influence public perceptions and shape the narrative surrounding key industry players.
It was only the latest in a series of media items to seize Australia’s attention, and cast the nation’s supermarkets into something of a PR and Comms crisis.
And yet, viewing events through this framing also only gives a partial picture. As the discussion surrounding the impact of supermarkets on the rising cost of living intensifies, we’ve observed a notable surge in the usage of terms such as ‘shrinkflation’ and ‘skimpflation’. Reaching back even further, we can see how the topics attained a gradually greater place on Australian news and social channels. Shrinkflation and skimpflation are tactics employed by supermarkets during economic challenges. Shrinkflation involves reducing product sizes while maintaining prices, subtly passing on costs to consumers. Skimpflation maintains product sizes but compromises on quality to preserve profit margins. These strategies often frustrate supermarket shoppers, especially during economic strains like inflation.
Clearly, the topic has become ubiquitous. But if we want to understand how information and perceptions have been communicated to mainstream Australian audiences, then it becomes vitally important to pay particular attention to broadcast media.
Broadcast media (which includes television, radio and podcasts) plays a pivotal role in shaping public discourse and influencing perceptions, particularly on pressing issues such as the cost of living crisis.
Using Isentia to monitor these data sources, we gain valuable insights into their contribution to consumer attitudes. From identifying which organisations are most associated with the issue to pinpointing key public figures and preferred channels within radio and TV, broadcast media monitoring allows us to understand the complex dynamics that shape public opinion.
It’s the oldest of these media types which accounts for the most mentions of the supermarket crisis. Beyond reporting updates on the senate inquiry and government actions, radio excels in facilitating in-depth conversations between hosts and listeners, which surfaces more individual consumer stories than television or podcasts can match.
ABC’s predominant coverage of the topic corresponds with the network’s content strategy. Major programs such as the Supermarket Four Corners special and podcasts like The Briefing attract substantial listenership and garner attention from other channels. Channel 7, in addition to delivering key news updates, focuses on the shopper experience within supermarkets, shedding light on everyday challenges faced by audiences, such as navigating shrinkflation and skimpflation tactics.
Understanding the majority share of broadcast channels within this topic is important as it reflects who has the loudest voice, and is most persistently advancing a certain narrative or way of framing the situation.
Coles and Woolworths dominate the conversation, reflecting their prominent presence in the retail landscape. Their widespread accessibility and familiarity to consumers make them prime subjects for discussion in the context of rising costs and economic pressures.
Conversely, Aldi and IGA, while still significant players in the grocery market, may receive comparatively less focus in these discussions. Aldi’s reputation for offering lower-priced alternatives and IGA’s decentralised business model, with independently owned stores, may also contribute to their reduced presence in conversations about supermarket practices during times of economic strain.
Each channel and network approaches discussions about supermarket groups differently. While Coles and Woolworths understandably dominate each station’s broadcasts, the precise balance (and the time afforded to Adi and IGA) is revealing.
For instance, 4BC has encouraged audiences to diversify their shopping habits, with one 4BC broadcaster highlighting that “Aldi and IGA are actually doing more than the other two to really help enormously with the cost of living.”
In the discourse on supermarket practices during the cost of living crisis, a number key figures emerge across broadcast channels. Anthony Albanese, the Australian Prime Minister, is predictably prominent on just about every channel, particularly broadcaster 2SM.
All of them, that is, apart from the Australian Broadcasting Corporation (ABC), which spotlights Allan Fels, an economist and former ACCC chair who has analysed price gouging by major corporations. Other notable politicians mentioned include Treasurer Jim Chalmers, Craig Emerson, Steven Miles, and David Littleproud.
Media’s focus on these figures is crucial for shaping public discourse and policy responses amid economic pressures. While supermarkets are often discussed as a key antagonist in the cost of living crisis, they are increasingly being viewed in the context of potential solutions, particularly regarding government policy to regulate supermarket giants.
At the same time, focus does not only fall on the prominent individuals driving business decisions and policymaking. Country Hour (NSW), for instance, focused a story on cherry grower Michael Cuneo, who ceased selling to supermarkets after he made a financial loss on a shipment of fruit. And it was this story that achieved the greatest media reach of any radio content on the topic.
Clearly then, the topic has not played out in any one way across any one channel. The prominence of key figures and top broadcast channels in this conversation underscores the importance of understanding how media coverage impacts public discourse and regulatory decisions. Isentia’s broadcast capabilities offer unparalleled insight into the role of broadcast media in shaping the narrative surrounding supermarket practices. By harnessing Isentia’s monitoring and analysis tools, organisations can gain deep insights into how influential discourse and coverage can impact an industry.
Loren is an experienced marketing professional who translates data and insights using Isentia solutions into trends and research, bringing clients closer to the benefits of audience intelligence. Loren thrives on introducing the groundbreaking ways in which data and insights can help a brand or organisation, enabling them to exceed their strategic objectives and goals.
While this may make us laugh and may seem like a silly example, it illustrates an important point. People tend to trust what news networks are saying – and this trust doesn’t end with print news. It bleeds into every facet of news, especially televised news.
Here are the five reasons why...
1. Tradition
One of the top reasons people trust TV news networks, especially over newer sources of reporting, is tradition. TV news reporting has been around much longer than internet search and social media, making it more established. When it comes down to it, people are more likely to trust TV news networks because of their confidence in the institution.
2. Loyalty
Another reason for trusting TV news boils down to loyalty. When people have been watching their favourite anchors day-in and day-out for years, they develop a bond of familiarity. With familiarity comes loyalty, and loyalty breeds trust.
3. Communal reinforcement
It’s easy to have confidence in a TV network when the reporting supports your own belief system. In order to maintain trust, news networks tailor their stories to fall in line with the belief systems of their most loyal viewers.
4. Right from wrong
It’s a common theory that news anchors are obliged to shine light into dark places. The only way to accomplish this is by being an advocate of truth.
5. Controversial coverage
News networks also elicit trust from their audience by being the primary source of information about big and controversial stories that the public wouldn’t have much access to otherwise. When a small group of TV news anchors are the only people adequately telling a story, the viewers don’t have many other options for gathering information. As a result, most viewers will trust the story being told.
Whether or not you trust TV news networks over other sources of information, one thing is for certain – TV news networks have a powerful and influential effect on our society.
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Blog
TV News Network
Whether we like it or not, news networks play a huge role in how we form opinions. In fact, the news can be so powerful, it can even shape other news networks’ perceptions of truth.
If there’s one topic Australians never tire of debating, it’s housing. Whether it’s at the pub, around the dinner table, or dominating headlines, property prices, rent hikes and the “can I ever afford a home?” questions are constant fixtures of the national conversation.
But let’s be honest—rising house prices aren’t new. What is changing is how the conversation is evolving, who’s shaping it, and which narratives are starting to stick.
Using Lumina’s Stories and Perspectives, we analysed 19 stories and over 50 perspectives across a 30-day period from 15 March to 14 April 2026 to understand what’s actually driving the housing narrative in Australia right now—and why it matters.
Which are the stories shaping conversation and who's driving it?
▸Housing Supply and Affordability Divide — Analysts and economists link supply shortages directly to soaring prices. Cities that built more homes saw far less price growth.
Key drivers: Gerard Burg (Cotality), Peter Tulip (Centre for Independent Studies), Australian Associated Press
▸Tax Reform Debates Heat Up Ahead of Budget — 14 competing perspectives. Advocates say reforms are essential for fairness; the property industry warns they’ll push rents up 30%.
Key drivers: Anthony Albanese, Jim Chalmers, Angus Taylor, Housing Industry Association, Saul Eslake
▸Grattan Institute Connects Housing to Democratic Trust — A major report argues that the housing crisis is eroding public confidence in democracy itself.
Key drivers: Aruna Sathanapally, Grattan Institute
Australians make housing supply the biggest story
This perspective was 100% of the coverage of this story and generated 85 media items, making it the most widely covered story of the entire period. The main insight is the public drawing a direct line between housing supply levels and property prices across Australia’s capital cities.
Perth and Brisbane, where home construction has lagged well behind population growth since the pandemic, have seen property values surge massively. Meanwhile, Victoria — which built a proportionally higher number of new homes — saw less growth, compared to the national average.
It ran everywhere from PerthNow to regional papers across NSW and Victoria. The fact that the Australian Associated Press syndicated the data meant it hit dozens of outlets simultaneously.
The key drivers are property analysts Gerard Burg from Cotality and Peter Tulip from the Centre for Independent Studies. Both are pushing the same message. If you want to fix affordability, you have to fix supply. Their proposed solution is liberalising zoning laws, particularly in NSW and Victoria, to allow more homes to be built faster.
Why does this matter for communicators?
This story had the widest media footprint of the entire period, reaching outlets from The West Australian to regional mastheads across the country. If your organisation operates in housing, property, or urban planning, the “supply-equals-affordability” narrative is now firmly established in public discourse, and therefore, your messaging needs to account for it. Audiences know of the supply argument before, and with experts aligned on the issue, it’s harder for policymakers to dismiss it easily.
It’s also worth noting how the analysis around who the key drivers are adds a layer traditional media monitoring might miss. The AAP’s role as the primary distribution channel meant this story reached dozens of the bigger mastheads like PerthNow and The West Australian and hyperlocal outlets like the Cobram Courier and Benalla Ensign, simultaneously. For communicators, this distribution pattern indicates that a story has penetrated both metropolitan and regional audiences, making it impossible to dismiss as just a capital-city concern.
Tax reform rebates are the most contested story of the month
The housing tax reform debate was the most contested generating 14 distinct perspectives across 23 media items becoming by far the most multi-sided story of the month. However, the top three perspectives were the most interesting to look at considering how disputed the opinions of either side are and sit at the highest level in the government.
At the centre of it is the Albanese Government’s consideration of reducing the capital gains tax discount and limiting negative gearing ahead of the May budget. The country is essentially split down the middle on this one.
Perspective 1: This made up for 34.8% of the story coverage. Prime Minister Anthony Albanese, Treasurer Jim Chalmers, and housing advocacy group Everybody’s Home are arguing that the current system unfairly benefits wealthy investors while locking out first-home buyers. Economist Saul Eslake backs this view. Together, they account for about a third of the story’s total coverage.
Perspective 2: This had an equal share in coverage at 34.8% of the story. Opposition figures Angus Taylor, the Housing Industry Association, and Victorian Libertarian Party Leader David Limbrick are warning that scrapping these tax incentives will scare off investors, shrink rental supply, and push rents up by as much as 30%. They command an equal share of the conversation (Herald Sun).
What’s interesting is what sits beneath these two dominant perspectives. A third angle that was 17.4% of the story coverage was driven by Chalmers and Greens Senator Nick McKim, frames the whole debate as a question of intergenerational fairness. And then there are the young “rentvestors” who rent where they live but own an investment property elsewhere. They’re worried about getting caught in the crossfire of changes that weren’t designed with them in mind (Australian Financial Review).
Trust is eroding in the Australian democracy — and housing is the problem
The Grattan Institute released a report warning that trust in Australian democracy is under pressure, and housing is one of the reasons why. This soon became the second biggest story, generating 58 media items.
Led by Grattan CEO Aruna Sathanapally, the report argues that persistent inequality, including the housing affordability gap, is eroding the social contract between citizens and government. The report explicitly names the housing crisis as one of the major unresolved challenges fuelling public disillusionment. Sathanapally is the key driver of this story, commanding over 93% of its coverage. Her influence matters because she’s reframing housing as something bigger than an economic problem. She’s positioning it as a threat to democratic stability. That’s a powerful narrative shift, and one that gives housing advocates a new way to make their case.
For anyone in public affairs or government communications, this connection between housing and democratic trust is worth watching. It’s the kind of framing that can reshape how policymakers prioritise the issue.
Know which side of the debate your audience sits on: The tax reform story alone has 14 perspectives. If you’re crafting messaging around housing policy, understand which perspective your stakeholders identify with and who they consider a credible voice. A one-size-fits all approach might not work.
Follow the key drivers, not just the headlines: The unexpected pairing of Greens Senator Nick McKim with Treasurer Chalmers on intergenerational fairness suggests this issue is cutting across traditional party lines in ways that could reshape coalition dynamics. Meanwhile, the "rentvestor" audience represents a politically orphaned group that neither side of the debate is referencing or considering, making them a potential swing audience whose concerns could quietly shape how any reform actually lands.
Watch the emerging narratives: One Nation’s growing support, the “rentvestor” demographic, and the connection between housing and democratic trust are all stories that could become dominant in the months ahead.
What does this tell us about the Australian housing conversation?
It’s not a new crisis anymore. It’s a nationally entrenched issue that is now being addressed by the public by way of debates along with policymakers and experts at the highest government level. These debates are on solutions, trade-offs and fairness. The conversation is much more sophisticated where audiences are not just talking about “prices being too high”, but discussing supply, investments, short term relief vs long term reform. What’s also essential is to look at the key drivers or the key voices driving the top narratives. From economists to policymakers to advocacy groups, the voices gaining traction are influencing how the issue is understood and what solutions feel viable. Understanding not just what’s being said, but who is driving the conversation and why it’s resonating, is becoming critical for organisations looking to engage credibly. That’s where Lumina’s Stories and Perspectives comes in, helping you move beyond headlines to uncover the narratives and voices shaping the issues that matter most.
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Blog
What’s really driving Australia’s housing conversation right now?
Explore how housing in Australia has become a nationally entrenched issue where audiences participate in shaping conversation as much as the policymakers.
The media landscape is accelerating. In an era where influence is ephemeral and every angle demands instant comprehension, PR and communications professionals require more than generic technology—they need intelligence engineered for their specific challenges.
Isentia is proud to introduce Lumina, a groundbreaking suite of intelligent AI tools. Lumina has been trained from the ground up on the complex workflows and realities of modern communications and public affairs. It is explicitly designed to shift professionals from passive media monitoring back into the role of strategic leaders and pacesetters.
“The PR, Comms and Public Affairs sectors have been experimenting with AI, but most tools have not been built with their real challenges in mind.” said Joanna Arnold, CEO of Pulsar Group.
“Lumina is different; it is the first intelligence suite designed around how narratives actually form today, combining human credibility signals with machine-level analysis. It helps teams understand how stories evolve, filter out noise and respond with context and confidence to crises and opportunities.”
Setting a new standard for PR intelligence
Lumina is centered on empowering, not replacing, the human element of communications strategy. This suite is purpose-built to help PR, Comms, and Public Affairs professionals significantly improve productivity, enhance message clarity, and facilitate early risk detection.
Lumina enables communicators to:
Understand & Interpret: Move beyond basic alerts to strategically map the trajectory and spread of narrative evolution.
Focus & Personalise: Achieve the clarity necessary to execute strategic action before critical moments pass.
We are launching the Lumina suite by making our first module immediately available: Stories & Perspectives.
In the current fragmented, multi-channel media environment, communications professionals need to be able to instantly perceive not just how a story is growing, but also how it is being perceived across different stakeholder groups.
Stories & Perspectives organizes raw media mentions into clustered, cohesive Stories, and the Perspectives that exist within each, reflecting distinct media, audience, and public affairs angles. This unique functionality allows users to:
Rise above the noise: Instantly identify which high-level topics are gaining momentum or fading from attention.
Get to the detail, fast: Uncover the influential voices, niche communities, and specific channels actively shaping the narrative.
Catch the pivot point: Precisely identify the moment a story shifts—from a strategic opportunity to a reputation risk—or when a new key opinion former begins guiding the conversation.
"Media isn’t a stream of mentions," said Kyle Lindsay, Head of Product at Pulsar Group. "But rather a living system of stories shaped by competing perspectives. When you can see those structures clearly, you gain the ability to understand issues as they form, anticipate how they’ll evolve, and act with precision. That’s what we mean when we talk about AI built for communicators, and that's what an off-the-shelf LLM can't give you."
The Lumina Roadmap: AI tools for the future of comms
The launch of Stories & Perspectives is the first release of many. Over the upcoming months, we will systematically roll out the full Lumina roadmap, introducing a comprehensive set of AI tools engineered to handle every phase of the communications lifecycle.
The full Lumina suite will soon incorporate:
Curated media summaries: AI-driven daily summaries customized specifically to the priorities of senior leadership, highlighting only the most relevant stories.
Reputation analysis: Advanced measurement tracking how critical themes like ethics, innovation, and leadership are statistically shaping corporate perception.
Press release & media relations assistant: Tools designed to accelerate content creation and craft hyper-focused, personalized pitches that reach the precise contacts faster.
Predictive intelligence layer: Technology engineered to track and anticipate story momentum and strategic change before the window of opportunity closes.
Intelligent agents: Background agents continuously scanning all media channels for emerging key spokespeople and previously undetected reputation risks.
Enhanced audio, broadcast & crisis detection: Complete, real-time oversight of all channels—including audio and broadcast—enabling rapid context building and optimal crisis response delivery.
Want to harness the power of Lumina AI for your PR, Comms, or Public Affairs team? .
Complete the form below to register your interest.
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Blog
Announcing Lumina: The purpose-built AI suite for PR, Comms, and Public Affairs
An intelligent suite of AI tools trained on the language, workflows, and realities of modern public relations and communications.
