ESI-Q, which is powered by YouGov, accesses insight from one million Britons, including 100,000 Londoners, giving ESI Media and commercial partners access to audience attitudes and perceptions.
The first political polling from ESI-Q shows the Labour Party is on course to beat The Conservatives in London’s general election race, says ESI Media. Labour are on 41%, with the Conservatives attracting support from 36% of Londoners and The Liberal Democrats on 14%. The exclusive research for the London Evening Standard is based on a survey of over 1,000 Londoners, conducted from 27th April to 2nd May.
Interestingly, when asked which party leader would make the best Prime Minister, more Londoners were unsure (38%) than the next most popular choice, Theresa May, on 35%.
The election polling found that, for regular print readers of the London Evening Standard, the Conservatives and Labour are deadlocked on 37%. However, for regular visitors to Standard.co.uk, which attracts a younger audience, Labour leads the Conservatives by 49% to 28%.
According to ESI Media, this ability to understand voting intention by platform illustrates the power of ESI-Q to access deep, actionable audience insight.
Commercial partners will also see benefits from the initiative. ESI-Q worked with Lionsgate on the release of Hacksaw Ridge to test which ad format would work best to promote the film. The insight helped the client to invest in a dynamic digital format which doubled intention to see the film in the cinema among ESI’s audiences.
“We’re really excited to work with YouGov on the ESI-Q initiative, giving partners of the London Evening Standard and The Independent the ability to access deeper audience insight across a wider sample of the UK population than any other media owner in the UK,” said Katie Ingram, ESI Media’s Insight and Marketing Director. “We pride ourselves on our ability to work with partners on audience understanding and the new relationship with YouGov allows us to look deeper into audience attitudes, test campaign effectiveness and track changes in consumer behaviour with increased clarity. With this deep insight from ESI-Q combined with the safe, premium environments which our powerhouse titles provide, partners should talk to us if they want to reach consumers with messaging that cuts through.”
Stephan Shakespeare, Chief Executive Officer of YouGov, will also write a column for the London Evening Standard focusing on the general election campaign.
