Public confidence in the UK press has halved in the last 30 years, according to recent figures.

The British Social Attitudes survey revealed that 53 per cent of people believed that the press was well run in 1983 but the survey for 2012 returned a vote of just 27 per cent, making it the lowest ever.

The figures came as Prime Minister David Cameron said he was committed to the cross-party Royal Charter on press regulation following the Leveson enquiry, despite strong opposition from the newspaper industry.

The government is set to go head to head with the industry at the Privy Council after an alternative charter proposal was submitted by publishers’ body, Presbof.

Many publishers are advocating the creation of an Independent Press Standards Organisation (IPSO) in opposition to the government’s plans to underpin press regulation in the legislature.

Cameron told the Commons Liaison Committee on Tuesday that he expected the cross-party Royal Charter to be approved by the Privy Council, adding: “Obviously it’s disappointing that the press at the moment are saying they want nothing to do with the cross party charter.

“Actually, when you look at the differences between the press charter and cross-party charter, they are not massive.”

A YouGov poll in July showed the public were backing the cross-party Royal Charter at 50 per cent while just 13 per cent supported the industry’s proposals.

Cameron added: “I hope that everyone will see sense and will find a way of having a charter that is in tune with Leveson and that the press can work with, but we are not there at the moment.”

Despite a number of arrests under Operation Elveden’s investigation into payments made to public officials by the press for stories, 65 per cent of respondents to the BSA survey said they thought police forces were well run, and 63 per cent gave the BBC the thumbs up in 2012.

Publishers can circumvent the “church and state mentality” that exists in the print world by embracing native advertising on tablets, according to Hearst group publishing director Amanda Turnbull.

Speaking to The Drum after the launch of Esquire’s first weekly tablet edition on 5 September, Turnbull said the magazine publisher is looking to explore co-creation opportunities with its advertisers.

“We are very keen not to inherit that church and state mentality that exists in print. We feel very strongly that the ad must add as much value to the user’s experience as the content does. The ad must do what the content does – it must add information in a timely and relevant way.

“We want to work as a partner with our advertisers to help them create these concepts. Our own editorial designers will also design the ads, so it is all complementary, like a co-presentation,” she said.

Hearst launched the first weekly tablet edition for Esquire on 5 September as part of plans to tap into a wider audience for the brand. Readers can buy it for 99p through Apple’s iTunes store after an initial 30-day trial option which starts from 5 September.

After that consumers can pay £2.99 for the monthly, or combined subscriptions bundles with quarterly, bi-annual and annual packages at £4.99, £9.99 and £19.99 respectively.

"A lot of magazines' digital editions are essentially just PDFs under glass. We are developing an ecosystem of products here and our monthly print product is at the heart. With our digital platforms we want to increase our frequency and touch points with this audience. So we’re taking advantage of the tablet’s extraordinary technology to leverage three of the five senses - touch, reading, hearing.

"The whole concept is based on the fact that regardless of platform men still crave advice, although they are probably not allowed to admit it these days. The advice we are giving them is actionable – you can book it, buy it, try it. All these AB men are particularly time-poor but cash-rich and media-savvy so the idea is you give us your time and we give you back the week," she said.

Hearst is hoping to generate 100,000 downloads by the end of the year, and will extend the product to smartphones next year while considering other titles it could extend the model to.

Turnbull told The Drum there are plans to launch a loyalty scheme or "Members Club" in November, called Esquire Plus, giving members access to additional, exclusive content. This could include exclusive screenings to films reviewed in the editorial, and chances to meet directors, or exclusive gigs.

The tablet edition, which is completely bespoke from the print version, is designed to meet how its readers use their tablets, providing more video and ecommerce opportunities. The new app opens up more opportunities for Esquire to work with entertainment advertisers as a result, according to Turnbull.

“100 per cent of the content is unique to this platform, we are not repurposing anything. Frequency is what’s key. The challenge is to create that sense of immediacy and urgency – to encourage the audience to act quickly on what is being advised or recommended for example through the content” she added.

All films, music, books and DVDs recommended by Esquire Weekly will be available in a unique Esquire store on iTunes.

Jason Seiken from America's Public Broadcasting Service is the new editor-in-chief of the Telegraph Media Group.

Daily Telegraph editor Tony Gallagher and Ian MacGregor, editor of The Sunday Telegraph, will now both report to him.

Seiken, who starts next month as the Telegraph's chief content officer, is senior vice president and general manager (digital) at PBS.

The Guardian today describes him as the man who " transformed the video and mobile fortunes of PBS, America's equivalent of the BBC."

Seiken, "reinvented the broadcaster's fortunes, changing it from a conventional broadcaster known to generations for Sesame Street, to one with an edgy mobile and web service," said the Guardian."

Traffic for mobile went from 2m video streams a month in 2009 to 165m three years later. PBS also conquered the top slot for its children's web video nationwide.

Seiken will assume responsibility for all Telegraph editorial operations and for “transforming the newsroom into a dynamic, entrepreneurial culture with digital products at its core", according to a statement from Telegraph Media Group.

Murdoch MacLennan, chief executive of TMG, said: “This appointment is vital to the future of our business and in achieving our ambition to become the foremost English language multimedia news and content provider. There could not be a better person for this crucial role than Jason Seiken.

“He has a lifetime of experience in the media industry and an extraordinary track record of completing profound business transformations.

“He is a remarkable leader who is at the cutting edge of global developments in the media, with a pioneering track record of delivering radical, durable change in companies which include some of the world’s leading media brands.”

Seiken said: “The Telegraph is an iconic global media brand, renowned for its quality and its innovation. I look forward to joining next month and working to make the Telegraph a fully integrated, entrepreneurial multimedia news organisation providing the best English language journalism and content in the world.”

Seiken is a dual citizen of the UK and US and is married with two children.

The Drum launches a new column rounding up the latest account reviews and moves that will run every Thursday morning, this week featuring; More TH>N, Premier Foods, Kayak.com, National Trust, and Unicef.

Starcom MediaVest is looking at two major accounts leaving the agency having resigned from Premier Foods £20m media planning and buying account which it has handled since 2006. The company owns brands including Bisto, Hovis, Mr Kipling, and Oxo.

Meanwhile, the £10m MORE TH>N media account is under review, with incumbent Starcom confirming that it is involved in pitch process. The company is aiming to reach a decision by the end of the year and has appointed Oystercatchers to manage the pitch process.

Unicef is looking for an agency to develop its direct response TV strategy. The appointed agency will work with the charity to produce at least four DRTV spots each year.

Agencies are currently pitching for Kayak.com's European creative account. Prior to the review the European and US accounts were handled by Barton F Graf 9000.

National Trust's media planning and buying account is under review. Carat London currently oversees the brand's media planning, while M4C handles the buying.

Birds Eye is set to repitch its advertising and design accounts as the brand gets set for an overhaul. It is unknown if AMV BBDO and McCann, who currently handle the advertising account, will repitch.

Account wins: Emirates, Netflix, Fox's Biscuits, Silentnight, Maggies, Sony, Ford, and SSE

The Emirates advertising account has moved from StrawberryFrog to a new roster of agencies including Havas, BBDO in the US, and a new agency called Nomads.

The Ford Retail Group has tasked MediaVest with handling its on and offline media, experiential, sponsorship, events and mobile activity. Mindshare remains the agency of record for Ford's main media account.

Netflix has appointed Fallon to handle its creative account in Europe following a competitive pitch involving Mother and VCCP. The agency's hire comes ahead of a major advertising push from the streaming service.

Fox’s Biscuits has appointed London-based Bloom as its strategic design agency.

Sony has appointed Isobar UK to handle the creative work surrounding its Fifa World Cup 2014 sponsorship. The work will be predominantly digitally focused.

Silentnight has announced the appointment of Smoking Gun PR to handle its publicity following a competitive pitch.

Cancer charity Maggie’s has appointed Havas London as its agency of record after a competitive six-way pitch.

SSE has appointed adam&eveDDB as its lead strategic and creative agency.

Droga5 has won the Chobani creative account, beating The Martin Agency, BBH, and Weiden + Kennedy, while Weber Shandwick has been brought in to lead the brand's PR and social strategy.

Camilla Harrison, current chief operating officer at M&C Saatchi, has been named CEO of the agency. Lisa Thomas, CEO, M&C Saatchi Group, said Harrison “has the unique ability to build genuine and lasting relationships with people within the agency, across the industry, and with clients at the same time as having a strong strategic mind.”

BSkyB’s head of platform development and partnerships Tim Hussain has left the pay TV operator to join multiscreen ad platform Collective as director of product strategy for the UK.

Nigel Jones, UK chairman and chief executive at Publicis, is set to return to Interpublic's Draftfcb, where he previously served as president of the London office for two years. He will rejoin in a global strategic role. An exit date is not currently known.

Jeremy Male has been appointed to the position of chief executive officer for CBS Outdoor Americas.

Toby Harrison has joined Adam & Eve/DDB as planning partner. Harrison enters the agency having spent four years at Droga5 where he served as a senior planner and then strategy director.

Viacom International Media Networks has appointed Chris Shaw as executive vice president, managing director, of its advertising sales division, Be Viacom. Shaw has joined from NBC Universal International Television where he served as senior vice president, global head of advertising sales.

M&C Saatchi has promoted Camilla Harrisson, currently chief operating officer, to the position of chief executive officer.

Her appointment follows the departure of Carrie Hindmarsh, who stepped down from the role in July this year.

“I’m personally delighted that Camilla will be leading M&C Saatchi as CEO. She has the unique ability to build genuine and lasting relationships with people within the agency, across the industry, and with clients at the same time as having a strong strategic mind”, Lisa Thomas, CEO at M&C Saatchi Group, said of her appointment. “This unique combination of skills makes her the perfect leader to take the agency into its next stage of growth.”

Harrison has been working closely with Thomas more recently, as M&C Saatchi continues to develop and drive its integrated offering.

“I absolutely love the bones of this place and so it’s a huge privilege to become CEO. With the unique agency model we’ve created here and the exceptional talent within these four walls, I couldn’t be more excited or more confident about the possibilities for us and for our clients,” Harrison said.

She joined M&C Saatchi in 2005, and was promoted to COO in 2010. Prior to that she served at Wieden + Kennedy, Leo Burnett and WCRS and has worked alongside a number of leading brands, including Camelot, Associated News, Revlon, Heinz, Nike, Honda, and McDonald's.

The Metropolitan Police have informed Trinity Mirror that they are in the early stages of an investigation seeking to establish whether they can be held criminally liable for alleged phone hacking conducted by former employees of the Sunday Mirror.

The investigation is focused on Trinity subsidiary MGN Ltd, publisher of the group’s national newspapers.

In a statement Trinity said: “The Group does not accept wrong doing within its business and takes these allegations seriously.

“It is too soon to know how these matters will progress and further updates will be made if there are any significant developments.”

Job hunters seeking responding to an apparent Gumtree advert seeking recruits to join London’s Harrods department store have been fleeced out of more than £1m.

The elaborate scam was conceived by Nigerian conmen who instructed applicants to download an ‘application pack’ which was in fact a malicious application which emptied their bank accounts.

Individuals falling for the ruse were hit with bills running up to £4,700 each but the problem only came to light when Harrods launched their own security review of the ads.

They found that from August 2010 fake adverts had been run on Gumtree offering positions at the department store with those taking the bait sent a follow-up email purportedly from recruitment firm Blue Arrow.

Instead they received a Trojan horse virus which copied their online banking details and sent them to the thieves, who then sent in ‘mules’ to withdraw cash or embark on online shopping sprees.

Ford was the most bought car brand last year for both new and used cars, with Audi taking second place for new car buyers, according to Google’s annual gearshift report.

The report, scheduled to coincide with the Frankfurt Motor Show this week, revealed the majority (85 per cent) of car buyers use online resources to cement their purchase decisions for cars.

Manufacturer sites and search engines are seen as the go-to source for information by new car buyers, while used car buyers seek out classified ad listing sites and search engines for their research.

More than 70 per cent of car buyers use search engines in their research, with new car buyers watching twice as many (42 per cent) online videos as used car buyers.

The videos are sourced mainly from YouTube and Facebook and videos that demonstrate specific car brands or features are the most popular, along with video reviews.

Offline resources are also used in the purchase process, mainly involving a visit to the car showroom. Yet this is more common for new car buyers, with 88 per cent of them using offline resources, compared to only 65 per cent of used car buyers.

However, even on smartphones the car research primarily happens at home with about half of the car buyers with smartphones do research on their phone at home, compared to a third who do so at work and a third while traveling.

Buyers tend to use whichever device is at their disposal in any location, with one in five buyers using their smartphone to do research when visiting a dealer or seller.

This summer Google released a report to show tablet usage in the UK had tripled year on year, taking the total to 30 per cent of the population, while smartphone usage had doubled to 62 per cent.

A Google spokesperson said: "It is becoming increasingly important for companies to reach consumers across devices and offer them advertising that matches their context: their location, the time of day and the device they are using.

"Someone searching for a car on a smartphone within a certain radius of a showroom and within opening hours should get a different ad than someone doing the same search on a laptop or tablet in the evening at home. In the first case, an offer with a single-click navigation to the nearest showroom would be more suitable. But in the latter case, a link towards a test-drive website with video content could suit better."

The report monitored the car buying habits of 37,200 people across 22 countries including the UK.

Culture secretary Maria Miller has called on BSkyB and other pay TV platforms to forego the millions of pounds in charges they rake in for screening BBC and other public service content via its satellites.

The intervention comes amidst an escalating row over current broadcast rules, drawn up when the nascent satellite TV industry wielded nothing like the wealth it does now, which stipulate that the onus lies with broadcasters to stump up in order to ensure coverage.

This means that pay TV platforms receive a double benefit of quality content and regular payments, fuelling an ongoing row.

BSkyB currently earns £5m a year from the BBC for screening its content plus an additional £5m from other public service broadcasters, who argue that it is BSkyB who should be paying them,

Miller said: “Miller said: “Our public service broadcasters should not have to pay other platforms and service providers to carry their content, especially given the clear value this content provides.”

A BSkyB spokeswoman said: “Collectively, the public service broadcasters now pay less than £10 million a year in regulated platform charges and this figure is coming down all the time. We will continue discussions with the public service broadcasters about a range of issues relating to the distribution of their content on our platform, including these charges.”

If the industry fails to resolve the matter amicably Miller has threatened to impose new legislation to guarantee fairness.

The BBC is under growing political pressure to sack its director of HR following evidence presented to the Commons Public Accounts Committee this week in which she described executive pay offs as ‘sweeteners.’

The loaded term sparked outrage amongst MPs when Lucy Adams conceded under questioning that ‘I may have used the term by means of an incentive to get a swift resolution.’

Adams is due to quit the broadcaster in April but the furore has led to calls for her to be dismissed with immediate effect.

Commenting on her fate Conservative MP Rob Wilson said: “She should go now. She has been proved to be incompetent and she misled the committee. After her performance this week, the BBC has significant grounds to let her go immediately.

“Here you have a highly paid woman who hasn’t been behaving in the way that she should, but is allowed to dictate the terms of her own departure.

“If the BBC is to regain the public trust, it needs to get a grip and start disciplinary proceedings against all those who signed off excessive severance payments.”

Crystal Ski Holidays has today unveiled its new brand identity, which aims to promote ski holidays to a broader audience in a fun and engaging way.

The new branding for the ski holiday company, part of the Specialist Holidays Group (SHG) and TUI Travel PLC, was designed by SomeOne and features an illustrated mountain landscape by Max Longstaff.

The new identity looks to make it easier for people to see some of the many options and services available to Crystal customers.

Simon Cross, managing director at Crystal Ski Holidays, explained why the brand underwent a change: “The new work gives us the opportunity to communicate with our customers in a more fun, modern and open way, showing our expertise and the range of holiday experiences we can provide.”

Simon Manchipp, executive creative director and co-founder of SomeOne, added: “Crystal Ski Holidays has intelligently recognised the entire sector’s reluctance to change. Their new brand strategy sets out to make it easier, quicker and more rewarding for holiday makers to get the most out of their ski or snowboard trip. The new visual brand identity is a way of helping people navigate and make these choices at a glance.”

Digital magazines, video content and an optimised website are now being developed with the new approach.

Betfred.com has today announced a brand strategy and creative direction as it launches its ‘You’ll love a bit of Betfred’ campaign.

Created by BJL, the £10m UK marketing investment looks to encourage betting and gaming fans to focus on the enjoyment of interacting with the brand.

Under the new ‘You’ll love a bit of Betfred’ strap line, the first ad sees users treated to their own special celebration each time they engage with the brand through one of its products, with musicians and dancers appearing.

Tom Richards, creative director at BJL, described the campaign as ‘unmistakeably feel-good and unashamedly enthusiastic’, adding: “what better way to celebrate the Betfred experience than with a personalised carnival, particularly as we edge towards the spectacle of the 2014 World Cup in Rio”.

The adverts are set to launch on BskyB and BT Sport this weekend.

Chris Sheffield, managing director at Betfred.com said: “Betfred is all about the customer experience and the enjoyment of being able to get involved in the action regardless of the result. The personal carnival concept from BJL conveys that perfectly, emphasising the welcoming, inclusive personality of the brand and the importance of the overall experience to our customers.”

Media strategy for the campaign is being handled by Mediacom Manchester.

A Publicis Conseil devised advertising campaign designed to give a French gambling firm, PMU, a shot in the arm has instead been shot down by critics for its tasteless portrayal of JFK’s assassination.

The alternative version of events sees a police officer accidentally fire his gun, killing the president in the process, an event tenuously linked to the gaming firm on the basis that the shooting was prompted by a bet between the officer and a colleague.

In the ad the bungling cop states: ‘Betcha I can spin my gun around my finger three times like a cowboy’, before proceeding to fire a ricocheting bullet punching through a balloon before bouncing off a mailbox and coming to a halt in the President’s chest.

As the camera pans back both officers adopt an innocent pose and point to a grassy knoll behind them.

The 32 second ad concludes with the words ‘You like to bet?’

ITV Commercial has announced that supermarket Morrisons will sponsor ITV’s annual Christmas charity fundraising programme Text Santa.

The show, which airs on Friday 20 December, will feature special guests and musicians for an evening of entertainment for six chosen charities.

The deal, negotiated by ITV Commercial and MEC Access for Morrisons, includes broadcast, online and mobile sponsorship.

Nick Collard, Morrisons corporate marketing and operations director, said: “Text Santa is fantastic appeal which helps those most in need in communities around many of our stores.

“Our 130,000 colleagues in 500 stores and sites will be working hard this Christmas to raise as much money as we can for these great charities.”

Morrisons, the fourth largest supermarket in the UK, will also be an appeal partner for Text Santa and will help support the campaign with fundraising in stores across the country.

Simon Daglish, group commercial sales director at ITV, said: “We are very proud of our charity initiative, Text Santa, and are delighted to welcome Morrisons as the sponsor of the annual fundraising programme.

“We have a long-running successful relationship with the retailer, who have also sponsored our high profile series Britain’s Got Talent and Saturday Night Takeaway with Ant and Dec earlier this year, and look forward to working with the brand to activate another multiplatform sponsorship.”

Morrisons will sell limited edition Text Santa merchandise in stores later this year.

Guardian writer and professor of journalism Professor Roy Greenslade used his media column on Wednesday to offer an apology to ITN for his part in 2000 libel case over a photograph depicting the conflict in Bosnia.

LM magazine, formerly called Living Marxism, was forced to close after the libel action taken by ITN left it bankrupt. The left wing magazine published an article claiming footage broadcast by ITN in 1992 of emaciated Muslim prisoner Fikret Alic in a Bosnian detention camp was deliberately misleading.

Images from the camp became some of the most iconic of the conflict and were broadcast across the world. The Daily Mirror compared the images to those of Nazi concentration camps, leading with the headline “Belsen 92” alongside the image of Alic.

But in the LM article titled ‘The picture that fooled the world’, German journalist Thomas Deichmann claimed that the man was not in a concentration camp, as had been implied, but a refugee camp.

However, a jury did not accept the claims and ruled that ITN had been libelled and awarded damages of £75,000, as well as payouts of £150,000 for ITN reporters Penny Marshall and Ian Williams.

Professor Greenslade was one of a number of high-profile voices at the time – including Noam Chomsky - that were critical of ITN for using the libel law against another publication, claiming it was a threat to free press.

But in a book review column on Wednesday for ‘When Reporters Cross the Line’ by Stewart Purvis and Jeff Hulbert, Professor Greenslade apologised for getting it wrong.

After explaining the background to the case, he said: “Here comes the bit that still gives me a red face. I agreed to give evidence for the magazine, not because I thought it was correct in its assertions, but because I do not believe media organisations (or journalists) should use the libel law.

“I stood by the supposed subtlety of my position but, as Purvis and Hulbert illustrate, there was good reason for ITN’s legal action. It was the only way to prevent lies being spread about their journalism as the LM allegations gained credibility.

“Indeed, until I read the chapter, I didn't realise just how much traction the false LM story gained at the time,” he went on. “I hereby apologise to ITN’s reporters and Vulliamy [a Guardian colleague] for having offered to help LM. There are rare occasions, such as this, when a libel action is the only way to deal with a false story that has the potential to ruin reputations.”

Professor Greenslade said he was rebuked over the incident by Guardian colleague Ed Vulliamy, who had been to the camp and later gave evidence to The Hague war crimes tribunal.

At the time, Vulliamy was highly critical of those supporting LM. “ITN filmed that which was before our eyes,” he said.

“The prisoners were there, the fence was there. I think ITN has done the right thing. The moral and political stakes are high. Who shouldn’t do what over libel is a sideshow.”

Prior to the case and its subsequent closure, LM sold around 10,000-15,000 copies each month. Another publication, Spiked, was promptly formed after its demise.

Ducati test driver Darren Fry was recently given free rein of Manchester Airport, as the motorcycle brand opened its first airport store outside of Italy.

To mark the opening of the Terminal 1 store, Fry undertook a series of test runs on Runway 2, a passenger-free pier and through the main shopping concourse into the store.

The stunt formed part of a short promotional film made by specialist design agency, Designate.

“It was an interesting opportunity presented to us by the airport and one we wanted to try out,” explained Stuart Wilson of Global Retailer, operators of the new Ducati airport shop.

He continued: “There’s already a diverse audience of travellers in Terminal 1 and we wanted to use that captive audience to showcase the Ducati product. It’s the largest terminal in the North of England and hosts millions of passengers every year and we’re already seeing several motorcycle enthusiasts visit the new shop.”

Beth Brewster, retail director for MAG, owners of Manchester Airport, added: “We continue to work on bringing big brands to the airport retail offer and welcome the addition of the Ducati store to Terminal 1. It’s a bit different for an airport but we believe it’s the right audience as there’s a large international contingent using Terminal 1. We’ve already seen that there’s a lot of motorbike enthusiasts using Manchester for travel and many have unsuccessfully tried to buy the display bike already.”

To further promote the opening of the store the airport is also running a competition, with two Qatar MotoGP 2014 Ducati paddock passes, flights with Qatar Airways and accommodation for two up for grabs.

Here’s your chance to create a unique piece of Chip Shop Awards history.

This year marks the 10th anniversary of the creative industry’s most audacious awards scheme, and to celebrate the milestone we will be hosting a special exhibition next month paying homage to one of the Chip Shops' most inventive categories – The Best Use of a Shop Window Postcard.

As well as showcasing some of the most ingenious Chip-winning postcards from the last decade, we want to commission 10 new ones to add to the hall of fame.

That's where you come in.

We want you to design a postcard that we can display on our gallery window for the duration of the exhibition at Framestore in London.

As ever with the Chip Shops, there are no rules. All you need to do is email your entries to chipshoppostcards@thedrum.com by 5pm on Thursday 19 September.

We’ll then put all the work we receive on The Drum website and the top 10, as voted for by our readers, will be hung with only the finest Blu-Tack at our unique Chip celebration.

And more than that, the 10 winning designers will be invited to the exhibition’s VIP launch night on Wednesday 2 October.

The Chip Shop Awards exhibition will be open to the public from 3-19 October at Framestore, 9 Noel Street, London. The hashtag for our competition is #chipshoppostcard.

Need some inspiration for your entry? Here’s a selection of some of the finest Chip-winning shop window postcards from down the years…

Job interviews are hard enough without having to worry about getting hit by a meteor.

So spare a thought for the poor victims who were pranked by LG into thinking the Apocalypse had dawned while they were being quizzed on their CVs.

In a clever ruse to promote its 'ultra-reality' televisions, LG hoodwinked unwitting job-hunters into believing that they were witnessing a scene of Armageddon through an office window.

A little bit cruel, perhaps, but the entertaining results have seen the video rack up more than 200,000 social shares this week and go straight in at number one in our brand chart, beating a bittersweet new ad from Guinness and a commercial for the hotly anticipated FIFA 14 game to the top spot.

The BBC ‘Price of Football’ report has found a 2.4 per cent decrease in ticket price in England’s top four football divisions.

The prices of 164 clubs from ten divisions were recorded and prices were found to have decreased throughout the UK with five leagues in England, four in Scotland and the Women's Super League being consulted.

Arsenal can still boast the most expensive adult match day ticket of £126 with their cheapest being £26.

Surprisingly, despite the huge investment in the club, Manchester City fans are being rewarded with the cheapest English Premier League season tickets with the adult season ticket costing an agreeable £299.

Incidentally, Rangers FC and Lincoln refused to answer how much a cup of tea, a pie and a programme costs. The most costly pies at an astounding £4 belong to both Crystal Palace and Kidderminster.

Sports minister Hugh Robertson, told the BBC: “It is good news for fans but it does come after a long period of incremental rises year on year.

“The key thing is that it is replicated in years to come. I think clubs are beginning to understand what fans are going through and to adjust their prices accordingly.”

And finally, if you’re looking for a cheap match day ticket, you can’t do better than Albion Rovers of Scottish League Two’s £7 ticket.