Birmingham and Nottingham lead city visibility surge – report

A new report shows Birmingham’s ‘buzz factor’ may not be limited to the boundaries of the West Midlands.

Research produced by consultancy firm Ing which measures online mentions from news outlets, digital publications and social media, shows the city is now the fifth most-mentioned in the country, with stock also rising for Nottingham, which has enjoyed a surge of media discussion.

Both Nottingham and Leicester are now among the top 20 most visible cities in the UK, while Coventry, Derby, Lincoln, Stoke-on-Trent and Wolverhampton also feature in the top 50.

The analysis highlights three key factors which affect how often a place is talked about in the media, including governance, policy and culture. Six of the top ten cities featured in the report are in combined authority areas, with cities which align closely with national policy on issues such as housing also more likely to be name-checked.

A city’s cultural offering also played a major role in whether a city was likely to be featured, with culture conversations accounted for more than half of all conversations about cities.

Lucie Murray, Head of Cities at ING, said report showed a surge in the prominence of Midlands cities in the media, with the region already leading the way for direct foreign investment outside London.

“This year’s report shows a clear shift in the visibility of UK cities, with more cities in the Midlands – Nottingham and Leicester and of course Birmingham – now in the spotlight,” she said.

“What we’re seeing is a growing advantage for cities that align their stories with policy priorities, cultural investment and long-term regeneration, and communicate those consistently. Many Midlands cities are now doing that successfully, growing their awareness both domestically and internationally.”

Visibility across all UK cities in the study increased by 42% compared with the previous year, higher than the equivalent figure for European cities, which sits at 38%. The UK is now home to nine cities with more than 15 million conversations – more than any other European country – meaning that more UK cities now have the visibility to compete on the international stage.

The full UK’s Most Talked About Cities report can be downloaded from Ing’s website.