GB News overtakes BBC and Sky: what this means for PR and brand storytelling
The rise of GB News to become the UK’s number one broadcast news channel is nothing short of incredible. But this is not just a win for a four-year-old start-up – it is one of the most pivotal moments in news history and a wake-up call for businesses looking to get media coverage for their stories.
In just four years, GB News has gone from fledgling broadcaster to the UK’s most-watched TV news channel- overtaking both BBC News and Sky News for the first time.
According to BARB, the channel averaged 80,600 daily viewers in July, compared to 78,700 for BBC News and 67,000 for Sky. It now dominates key slots including breakfast, primetime, and the influential Sunday political hour.
This is more than a broadcasting milestone. It is a wake-up call for every PR agency, brand marketer, and communications team.
The rise of GB News is a stark reminder that the way we tell stories has changed. Traditional, values-led narratives are being edged out by content that is emotionally charged, provocative, and – let’s be honest – sensational.
GB News didn’t win by playing it safe. It won by leaning into controversy and tapping into the zeitgeist of click-bait culture. And, irritatingly, it is working.
Media under pressure
Media outlets – especially regional ones – are under pressure to drive traffic and revenue, often at the expense of substance (aka ‘quality content’). But that does not mean that PR professionals and in-house communications teams should follow suit. That is because while sensationalism sells, it also erodes trust. That’s why at Clearly, we have taken a different path.
Click-worthy over click-bait
The challenge is to create click-worthy content, not clickbait. We have resisted the urge to chase clicks with misleading or exaggerated headlines. Instead, we double down on quality – crafting stories that are not only compelling but also clear, honest, and clearly more valuable to the reader.
Indeed, we focus on engagement over vanity metrics. Because when audiences feel informed rather than duped, their perception of a brand – of your brand – improves. This in turn strengthens your appeal as a product or service provider of trust that your target customers want to do business with.
The question we always ask ourselves when drafting a story for the media is: What will the reader gain from this? If the answer is meaningful and valuable, we know we’re on the right track.
Praise where due, but don’t expect us to champion GB News any time soon
GB News’ success is a “seismic moment,” as their Head of Programming put it. But the tremors extend far beyond the newsroom. For PRs and in-house comms teams, this is a moment of reckoning. The winners in this new era will be those who understand that storytelling isn’t just about what you say – it is about how what you say makes people feel.
And that’s where the real power lies.
Got a story to tell? Get in touch.
