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While Rishi Sunak and Sir Keir Starmer spent yesterday evening trying to convince voters in Grimsby to back their parties during Sky’s TV event, another audience was analysing the pair from afar – on social media.

From confessions of the prime minister’s love for “sugary” treats to others reminding Labour how many times Sir Keir Starmer has said his dad is a toolmaker, there was a lot going on.

This is how the audience online received the debate.

Using social media listening tool, TalkWalker, Sky News has analysed how well-received both leaders were during the event on TikTok, YouTube and X.

The data from TalkWalker shows a large majority of social media users talking about the two leaders were not positive in sentiment – but either negative or neutral.

Our search looked at posts using ‘Keir Starmer’ and ‘Rishi Sunak’ from accounts which set their location to the United Kingdom and were posted during the hours of Sky’s TV special programme. Sir Keir only narrowly beat the prime minister on posts with positive sentiment – scoring 7.2% versus Rishi Sunak on 4.5%.

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The platform uses AI to measure the sentiment of chatter online whether positive or negative – but doesn’t include Meta products like Facebook or Instagram.

This compares to a snap YouGov poll following last night’s event which shows that almost two-thirds – 64% – of those questioned said the Labour leader came out on top, compared to 36% who thought the prime minister did better.

Sir Keir’s father was a toolmaker – did you know?

Sir Keir Starmer, addresses the audience during a Sky News election event with Sky's political editor Beth Rigby, in Grimsby. Pic: Stefan Rousseau/PA Wire
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Pic: Stefan Rousseau/PA Wire

First in line for grilling was the Labour leader. Pushed on issues like the economy and abandoned pledges, one of the biggest reactions from the audience was his response to taxes and how much he earns.

Sir Keir said he accepts that he earns a lot of money in his current role (over £126k), proceeding to repeat a line many have heard from him before. The line didn’t just make the audience in Grimsby laugh but was one of the most viral moments from the event online.

He said: “When I grew up my dad was a toolmaker, he worked in a factory, it’s true, and my mum was a nurse… and actually we couldn’t make ends meet, which isn’t actually a laughing matter.”

One version of the clip posted on X gained over 700,000 views in the first two hours and is now almost at two million impressions.

Others joked online that it’s a phrase the Labour leader has used many times before – even the gambling company PaddyPower seemed to jump on the trend posting a video of the popular gif of football fan Lee Judges saying “he’s done it again….”

Sunak’s guilty pleasure… are Haribos

Could you tell the audience something that might make them like you a bit more again?

Mr Sunak said people might think he has a “healthy lifestyle”, but in fact he admitted to having an “appalling diet” and eats an “enormous amount of sugar” – with the prime minister naming Haribos and Twix among his favourites.

Memes of the prime minister and his love for sugar soon emerged on X. Other parody accounts tweeted “vote for me because I eat Haribos” – featuring a picture of the prime minister last night.

What were the other parties doing?

While last night’s programme only featured the Labour and Conservative leaders, some of the other parties did chime in.

The Liberal Democrats took to X to jab at the prime minister – although it wasn’t focused on policy and more on his appearance.

Meanwhile, the SNP shared a post from candidate Alison Thewliss which claimed Sir Keir’s answers in last night’s event “confirmed” that Labour are “not serious about child poverty”.

As last night’s event was taking place, Sky News analysis of the TikTok, Facebook and X official accounts of the other parties – Liberal Democrats, the Green Party, Reform UK, Plaid Cymru and the SNP, shows that most of the parties seemed rather quiet on their social media accounts with few or no posts about last night’s event.

Meanwhile the official accounts for the Green Party, Reform UK and Plaid Cymru show the parties instead posted about their own campaigns and did not react online to Sir Keir and Mr Sunak’s performances in the event.

This article is part of the Online Election project – a Sky News initiative to cover how the campaign is playing out online, led by Tom Cheshire who is our Online Campaign correspondent throughout.


The Data and Forensics team is a multi-skilled unit dedicated to providing transparent journalism from Sky News. We gather, analyse and visualise data to tell data-driven stories. We combine traditional reporting skills with advanced analysis of satellite images, social media and other open source information. Through multimedia storytelling we aim to better explain the world while also showing how our journalism is done.

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Crypto influencer found dead in Montreal park months after abduction

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Crypto influencer found dead in Montreal park months after abduction

A 32-year-old woman has been charged with murdering Mirshahi. However, it isn’t confirmed whether the case has ties to his involvement with crypto. 

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Assisted dying opponents believe they have the momentum – as Streeting criticised for ‘overstepping the mark’

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Assisted dying opponents believe they have the momentum - as Streeting criticised for 'overstepping the mark'

Labour MPs who are opposed to legalising assisted dying believe the momentum is swinging behind their side of the campaign, Sky News has learnt.

MPs are currently weighing up whether to back a change in the law that would give terminally ill people with six months to live the choice to end their lives.

At a meeting in parliament on Wednesday, Sky News understands Labour MPs on the opposing side of the argument agreed that those who were undecided on the bill were leaning towards voting against it.

One Labour backbencher involved in the whipping operation for the no camp told Sky News: “The undecideds are breaking to us, we feel.”

The source said that many of those who were undecided were new MPs who had expressed concerns that not enough time had been given to debate the bill.

“They feel they are too new to be asked to do something as substantive as this,” they said.

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Issues that were being brought up as potential blocks to voting for the legislation include that doctors would be able to suggest assisted dying to an ill patient, they said.

The source added: “We were elected to sort the NHS out rather than assisted dying.

“And there is no going back on this – if any doubt, you should vote it out.”

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Labour MP Kim Leadbeater discusses End of Life Bill

The Terminally Ill Adults (End of Life) Bill, put forward by Labour MP Kim Leadbeater, is due to be debated on 29 November, when MPs will be given a “free vote” and allowed to vote with their conscience as opposed to along party lines.

In a recent letter to ministers, Cabinet Secretary Simon Case said the prime minister had decided to “set aside collective responsibility on the merits of this bill” and that the government would “remain neutral” on its passage and the matter of assisted dying.

There has been much debate about the bill since its details were published on Monday evening, including that the medicine that will end a patient’s life will need to be self-administered and that people must be terminally ill and expected to die within six months.

Ms Leadbeater, who has the support of former government minister Lord Falconer and ChildLine founder Dame Esther Rantzen, believes her proposed legislation is the “most robust” in the world and contains safeguards she hopes will “reassure” those who are on the fence.

They include that two independent doctors must confirm a patient is eligible for assisted dying and that a High Court judge must give their approval.

The bill will also include punishments of up to 14 years in prison for those who break the law, including coercing someone into ending their own life or pressuring them to take life-ending medicine.

She has also argued the fact terminally ill patients will have to make the choice themselves and administer the drugs themselves “creates that extra level of safeguards and protections”.

However, several cabinet ministers – including Health Secretary Wes Streeting and Justice Secretary Shabana Mahmood, who would be responsible for the new law – have spoken out against the legislation.

Mr Streeting, who has said he intends to vote against the bill owing to concerns that people might be coerced into taking their own lives, announced a review into the potential costs of assisted dying if it is implemented.

The health secretary warned that a new assisted dying law could come at the expense of other NHS services – and that there could be “trade-offs” elsewhere.

Sky News understands Ms Leadbeater has said she is “disappointed” by Mr Streeting’s comments about the bill.

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Tory MP: ‘Impossible’ for assisted dying bill to be safe

And another Labour MP who is voting for the legislation told Sky News they believed Mr Streeting had “overstepped the mark”.

“I think it’s a bit of a false exercise,” they said.

“It’s definitely going to raise eyebrows – it’s one thing to sound the alarm but he is purposefully helping the other side.”

The MP said that while it did feel “the momentum is moving away from us, a lot of it will come down to the debate and argument in the chamber”.

“Some of the scaremongering tactics might backfire,” they added.

“It’s still all to play for but it’s undoubtedly true the other side seems to be making headway at the moment.”

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A source close to Mr Streeting told Sky News: “Wes has approached this issue in a genuine and considerate way, setting out his own view while respecting others’ views.”

As a private member’s bill that has been put down by a backbencher rather than a government minister, the legislation will not receive as much time for consideration as a government bill – but proponents say it can always be amended and voted down at later stages.

At Prime Minister’s Questions on Wednesday, Tory MP Sir Alec Shelbrooke questioned whether enough time had been set aside to debate the bill and urged Sir Keir Starmer to allow two days, or 16 hours, of “protected time” to “examine and debate” the legislation before the vote.

Sir Keir replied: “I do think there is sufficient time allocated to it but it is an important issue.”

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Assisted dying: Wes Streeting orders review into potential costs of changing the law

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Assisted dying: Wes Streeting orders review into potential costs of changing the law

Health Secretary Wes Streeting has ordered his department to carry out a review of the costs of potentially changing the law to legalise assisted dying.

Mr Streeting, who intends to vote against a landmark bill on the issue, has warned that a new assisted dying law could come at the expense of other NHS services if it is implemented.

It comes as MPs weigh up whether to vote for a change in the law when given the opportunity to do so later this month.

The Terminally Ill Adults (End of Life) Bill, put forward by Labour MP Kim Leadbeater, would give terminally ill people with six months to live the choice to end their lives.

There has been much debate about the bill since its details were published on Monday evening, including that the medicine that will end a patient’s life will need to be self-administered and that people must be terminally ill and expected to die within six months.

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Ms Leadbeater, who has the support of former government minister Lord Falconer and ChildLine founder Dame Esther Rantzen, believes her proposed legislation is the “most robust” in the world and contains safeguards she hopes will “reassure” those who are on the fence.

More on Assisted Dying

They include that two independent doctors must confirm a patient is eligible for assisted dying and that a High Court judge must give their approval.

The Labour MP has argued the fact terminally ill patients will have to make the choice themselves and administer the drugs themselves “creates that extra level of safeguards and protections”.

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MP discusses End of Life Bill

However, several cabinet ministers – including Mr Streeting and Justice Secretary Shabana Mahmood, who would be responsible for the new law – have spoken out against the legislation.

Announcing the review, Mr Streeting said: “Now that we’ve seen the bill published, I’ve asked my department to look at the costs that would be associated with providing a new service to enable assisted dying to go forward, because I’m very clear that regardless of my own personal position or my own vote, my department and the whole government will respect the will of parliament if people vote for assisted dying.”

Ms Leadbeater has said she is “disappointed” with Mr Streeting’s comments – telling The House magazine the health secretary’s comments “suggest he hasn’t read the bill”.

While the health secretary has warned of the potential cost downsides for the NHS, his critics have pointed out there may be potential savings to be made if patients need less care because they choose to end their own lives – something Mr Streeting branded a “chilling slippery slope argument”.

“I would hate for people to opt for assisted dying because they think they’re saving someone somewhere money – whether that’s relatives or the NHS,” he said.

“And I think that’s one of the issues that MPs are wrestling with as they decide how to cast their vote.

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‘Impossible’ for assisted bill to be safe

“But this is a free vote – the government’s position is neutral.”

Speaking to reporters after delivering a speech to the NHS Providers conference in Liverpool, Mr Streeting said there were “choices and trade-offs” and that “any new service comes at the expense of other competing pressures and priorities”.

“That doesn’t mean people should vote against it on that basis,” he said.

“People need to weigh up this choice in the way that we’re weighing up all these other choices at the moment.”

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Why is assisted dying controversial – and where is it legal?
Cancelled pay rises for managers among proposed NHS reforms

MPs will debate and vote on Ms Leadbeater’s Private Member’s Bill on 29 November, in what will be the first Commons vote on assisted dying since 2015.

The government has given MPs a “free vote” on the issue, meaning they will be able to vote according to their conscience and without the pressure to conform to party lines.

In 2015, a bill by former Labour MP Rob Marris that would have made it legal for the terminally ill to end their lives was defeated in the Commons by 330 votes to 118.

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