Reports of Santander’s potential plans to exit the UK market triggered a significant surge in mainstream news coverage and social media commentary. Ana Botín, Santander’s CEO, has since pledged to remain committed to the UK, one of its “core markets”.
As news becomes public knowledge and the story evolves, there’s no doubt that Santander will be carefully managing its messaging to the media, customers, and other stakeholders. But what can a media analysis reveal about the impact this has had on the brand so far?
Our analysis shows the scale of public interest in this developing story. With mainstream media coverage reaching over 350 article mentions on 20 January and social media engagement increasing 18-fold between 18-20 January, the story has dominated financial sector coverage.
Why is there Concern about a Santander UK Exit?
The story broke amid reports of multiple challenges in the UK market. The bank faces lower returns compared to its operations in the US, Mexico, and Spain, while grappling with high operational costs. Additional pressures include regulatory requirements from the UK’s ring-fencing regime and recent court rulings on car finance commissions.
The Coverage Spike
Mainstream Media Analysis
We carried out an analysis of mainstream media coverage in the UK throughout January 2025 to understand the impact of the story. The graph below illustrates:
- Coverage surged following reports of a potential Santander UK exit, reaching almost 200 mainstream media mentions on 20 January. However, the spike began to subside slightly on 21-22 January with the focus shifting to the CEO’s denial of these claims, speculation around the truth, and the potential ripple effect on the mortgage market.
- At the same time, Santander’s Chief Economist, Frances Haque, was quoted in many articles about 1.8 million UK households facing higher mortgage costs this year.
- However, the highest peak actually occurred on 7January (300 mentions), when Santander released results of a survey it commissioned, showing that only one in four young adults (18-21) leave school having received financial education.
UK Mainstream Media Article Mentions about Santander: Jan 2025
- Source: Onclusive
Social Listening Analysis:
Our social listening analysis, carried out during the same period shows:
- An 18-fold increase in social media mentions between 18-20 January.
- Peak activity hit over 1,000 mentions on 20 January.
- However, discussion diminished significantly by 21 January, returning to nearly normal levels by 22 January. Unlike mainstream media where the story continues to develop.
- UK Social Media Mentions about Santander: Jan 2025
Source: Onclusive
What was Discussed Across Social Media?
Using Onclusive Social’s AI-powered ‘In Brief’ summarisation capabilities, we could quickly determine that:
“On social media, critics are blaming Labour’s economic policies and Rachel Reeves for the potential exit, while others argue it’s part of Santander’s regular strategic review amid frustrations with UK banking regulations.
The bank’s CEO, Ana Botin, addressed regulation at the WEF2025. Banco Santander participated in a World Economic Forum panel on the future of growth alongside CNBC, Nasdaq, MEPSaudi, and others. The discussion focused on the changing global landscape.”
- Key Discussion Concepts about Santander: 18-21 Jan 2025
Source: Onclusive
Implications for Communications Teams
The scale and speed of coverage around Santander’s UK exit story demonstrates the critical need for robust monitoring and response capabilities in similar scenarios. Our analysis reveals key lessons for communications teams:
Reponse Requirements
When a story escalates to 200 media mentions and 1,000 social mentions in a single day, speed and coordination of response become critical.
- Real-time monitoring capabilities are essential given the demonstrated surge across both mainstream and social media channels.
- Cross-channel response was needed as coverage shows interconnected peaks across mainstream news and social media.
- Preparedness for sustained high-volume engagement periods based on observed coverage patterns.
How our tools can help: Real-time alerts, AI-powered summarisation, and dashboard monitoring can provide early warning of coverage spikes, track cross-channel story development, and help teams allocate resources effectively during high-volume periods.
Stakeholder Considerations
The widespread coverage of this story reached multiple audience groups simultaneously, each with distinct concerns and information needs. Analysis identifies these key segments requiring attention:
- Retail banking base of 14 million UK customers
- Employees (context of 1,400 recent job cuts)
- Policy makers (regulatory discussions in social media)
- Media outlets
How our tools can help: Advanced social listening and media monitoring can segment audience responses and track stakeholder-specific concerns.
Managing the Message
With headlines reaching hundreds of media outlets and social conversations increasing 18-fold, coordinated message management is vital to maintain brand stability. There are several key requirements:
- Urgent response needed across all channels
- Consistent core narrative required
- Tailored delivery for each stakeholder group
- Continuous monitoring of impact
How our tools can help: Our media monitoring tools enable almost real-time message tracking and optimisation:
- Adjust strategy based on audience response
- Focus resources on effective channels
- Measure and demonstrate ROI
The Santander UK exit story has provided a compelling case study in how major banking stories develop rapidly. The dramatic surge in coverage, clear narrative patterns, and distinct stakeholder responses demonstrate why real-time monitoring and analysis are essential for communications teams. As this story continues to evolve, tools that can track, analyse, and predict coverage patterns will be crucial for organisations managing similar high-stakes announcements.