Media Power List
2025

Local press dominates with 73% of all coverage, followed by trade publications at 20% and national media at 7%. This reflects the community-facing nature of care home groups — local stories drive the majority of earned media.

Total articles divided by number of homes per group.

Carebase achieves the highest output per home at 14.8 articles per site — nearly double that of Care South at 7.9 — reflecting the intensity of its local media programme. Groups with fewer homes but high output demonstrate the value of proactive, site-level PR.

Trade and national articles at corporate (group) level only.

Signature Senior Lifestyle leads corporate (trade and national) coverage with 29 articles, more than any other group. Oakland Care and Care South follow at 18 and 17. This ranking differs markedly from total coverage — groups with strong trade media profiles may still rank lower overall.

Total articles per named home across local, trade and national outlets.

The Spinney (Carebase) leads individual homes with 42 articles, followed by Sea View (Care South) at 28 and Oaklands (Berkley Care Group) at 24. Carebase places three homes in the top seven, while Berkley Care Group has two in the top four.

Facebook accounts for the largest share of combined followers across all 19 groups, reflecting its dominance as the primary community-engagement platform for care homes. LinkedIn has grown strongly, while TikTok is an emerging channel used for recruitment and resident storytelling.

Combined followers (millions) across tracked care home groups, 2019–2025.

TikTok has seen the steepest trajectory since 2022, with follower counts across care home groups growing faster than any other platform. Facebook remains the largest absolute channel, while LinkedIn has grown steadily as groups invest in professional and B2B positioning.

Facebook, LinkedIn, Instagram, X, TikTok — all platforms combined.

Carebase leads with 50,800 combined followers, more than double Care South in second. Berkley Care Group ranks third despite a smaller home count, driven by a strong LinkedIn presence. Signature Senior Lifestyle holds fourth, with a notably high LinkedIn following relative to its size.

The stacked view reveals platform mix: Facebook dominates every group's total, but LinkedIn is proportionally strongest at Berkley Care Group and Signature Senior Lifestyle. TikTok, while small in absolute terms, is present across all top-10 groups.