Has YouGov failed to keep up with the Mirror’s decline?
Newspaper segments January 2011 segment circulation YouGov weighting (Mirror/Record=1) Circulation based weighting (Mirror/Record=1) YouGov weighting / Circulation based weighting Mail + Express 2,776,443 0.97 1.85 0.52 Daily Mirror/Daily Record 1,500,969 1 1 1 Sun+Star 3,736,133 1.38 2.49 0.55 Guardian+Independent+I 597,815 0.20 0.40 0.49 FT+Times+Telegraph 1,491,501 0.54 0.99 0.55 Should the pollster look urgently at its newspaper weightings A couple of weeks ago the former head pollster at ICM, Nick Sparrow, highlighted in his monthly PB column the reliance that pollsters…