The popular perception of the reasons for the Conservative losses was, in the words of OnTheWight, 'It's widely thought that the way they implemented the financial cuts turned the Island against them.

Education remained a major issue as the Conservatives under Council Leader David Pugh sought re-election in 2009, with plans to redress problems caused by the island's unusual three-tier education structure having elicited further controversy – and the resignation of several Conservative councillors in protest – and a sluggish economy with unemployment higher than the average of South East England playing against the party as well.

[7] Beyond this local issue was the impact of national politics: the Conservatives were into their third year of governing the United Kingdom in coalition with the Liberal Democrats, implementing unpopular austerity measures and fending off challenges from Labour on the left and UKIP on the right.

Cuts to local government forced the council to implement their own cost-saving measures, which included closing public toilets and tourist information centres.

Labour focused its campaign on improving facilities for disabled people, including trying to repair the council's relationship with the disabled-orientated Riverside Centre, and working to prevent schools on the island from becoming academies; the Liberal Democrats, meanwhile, promised to invest more into children's services and to start an affordable housing program.

UKIP, trying to enter the council for the first time, pledged to re-open public toilets and tourist information centres, campaign for a grammar school, protect the Frank James Hospital, and allow their councillors to vote without a party whip.

Fearful of splitting the anti-Pugh vote and sensing Priest had the best chance of defeating Pugh, Labour and UKIP decided not to field candidates in the ward.

[11] The UKIP campaign ran into some difficulty when they were accused by the Conservatives of falsifying signatures on the electoral nomination forms of their candidate for Newport North – the police were unable to give judgement on the complaint before the election.

UKIP gained representation on the council for the first time, winning 2 seats, whilst Labour reclaimed Lake North, lost in 2009.