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Voting by Newspaper Readership 1992-2010

Published:24 May 2010
Fieldwork:1992 - 2010
Sub-Theme:Other Political Trends

Voting by regular readers of each title at recent general elections

  1992 1997 2001 2005 2010
  % % % % %
All GB adults
Turnout 78% 71% 59% 61% 65%
Conservative 43 31 33 33 37
Labour 35 44 42 36 30
Liberal Democrat 18 17 19 23 24
Others 4 7 6 8 10
Con lead +8 -13 -9 -3 +7
Con-Lab swing election-to-election +10.5 -2.0 -3.0 -5.0
Daily Express
Estimated turnout 63% 69% 67%
Conservative 68 49 43 48 53
Labour 15 29 33 28 19
Liberal Democrat 15 16 19 18 18
Others 2 6 5 6 10
Con lead +53 +20 +10 +20 +34
Con-Lab swing election-to-election +16.5 +5.0 -5.0 -7.0
Daily Mail
Estimated turnout 65% 69% 73%
Conservative 65 49 55 57 59
Labour 14 29 24 22 16
Liberal Democrat 18 14 17 14 16
Others 3 8 4 7 9
Con lead +51 +20 +31 +35 +43
Con-Lab swing election-to-election +15.5 -5.5 -2.0 -4.0
Daily Mirror
Estimated turnout 62% 63% 68%
Conservative 20 14 11 11 16
Labour 63 72 71 67 59
Liberal Democrat 14 11 13 17 17
Others 3 3 5 5 8
Con lead -43 -58 -60 -56 -43
Con-Lab swing election-to-election +7.5 +1.0 -2.0 -6.5
Daily Record
Estimated turnout 57% 59% 65%
Conservative 14 12 8 7 12
Labour 55 57 59 55 65
Liberal Democrat 7 10 10 16 6
Others 24 21 23 22 17
Con lead -41 -45 -51 -48 -53
Con-Lab swing election-to-election +2.0 +3.0 -1.5 +2.5
Daily Telegraph
Estimated turnout 71% 77% 81%
Conservative 72 57 65 65 70
Labour 11 20 16 13 7
Liberal Democrat 16 17 14 17 18
Others 1 6 5 5 5
Con lead +61 +37 +49 +52 +63
Con-Lab swing election-to-election +12.0 -6.0 -1.5 -5.5
Financial Times
Estimated turnout 64% 65%
Conservative 65 48 48 47
Labour 17 29 30 29
Liberal Democrat 16 19 21 21
Others 2 4 1 3
Con lead +48 +19 +18 +18
Con-Lab swing election-to-election +14.5 +0.5 0.0
The Guardian
Estimated turnout 68% 73% 78%
Conservative 15 8 6 7 9
Labour 55 67 52 43 46
Liberal Democrat 25 22 34 41 37
Others 5 3 8 9 8
Con lead -40 -59 -46 -36 -37
Con-Lab swing election-to-election +9.5 -6.5 -5.0 +0.5
The Independent
Estimated turnout 69% 76% 79%
Conservative 25 16 12 13 14
Labour 37 47 38 34 32
Liberal Democrat 35 30 44 44 44
Others 3 7 6 9 10
Con lead -12 -31 -26 -21 -18
Con-Lab swing election-to-election +9.5 -2.5 -2.5 -1.5
Daily Star
Estimated turnout 48% 46% 43%
Conservative 32 17 21 21 22
Labour 53 66 56 54 35
Liberal Democrat 12 12 17 15 20
Others 3 5 6 10 23
Con lead -21 -49 -35 -33 -13
Con-Lab swing election-to-election +14.0 -7.0 -1.0 -10.0
The Sun
Estimated turnout 50% 52% 57%
Conservative 45 30 29 33 43
Labour 36 52 52 45 28
Liberal Democrat 15 12 11 12 18
Others 4 6 8 10 11
Con lead +9 -22 -23 -12 +15
Con-Lab swing election-to-election +15.5 +0.5 -5.5 -13.5
The Times
Estimated turnout 66% 71% 80%
Conservative 64 42 40 38 49
Labour 15 28 28 27 22
Liberal Democrat 19 25 26 28 24
Others 2 5 6 7 5
Con lead +49 +14 +12 +11 +27
Con-Lab swing election-to-election +17.5 +1.0 +0.5 -8.0
Today
Estimated turnout
Conservative 43
Labour 31
Liberal Democrat 23
Others 3
Con lead +12
None
Estimated turnout 56% 55% 61%
Conservative 41 29 27 27 32
Labour 34 43 45 37 30
Liberal Democrat 22 21 22 27 28
Others 3 7 6 9 10
Con lead +7 -14 -18 -10 +2
Con-Lab swing election-to-election +10.5 +2.0 -4.0 -6.0
Evening Standard
Estimated turnout 51% 60%
Conservative 36 29 40
Labour 45 42 37
Liberal Democrat 12 21 17
Others 7 8 6
Con lead -9 -13 +3
Con-Lab swing election-to-election +2.0 -8.0
Metro
Estimated turnout 50%
Conservative 29
Labour 40
Liberal Democrat 20
Others 11
Con lead -11
Con-Lab swing election-to-election          

Source: Ipsos MORI General Election aggregates. Voting behaviour estimates are based on the aggregated results of all Ipsos MORI surveys conducted during the election campaign, weighted to the final result and turnout. Turnout estimates for each title's readers are not calculable in 1992 and 1997.
Base: 22,726 GB adults aged 18+, March-April 1992; 13,544 GB adults aged 18+, March-April 1997; 18,657 GB adults aged 18+, May-June 2001; 15,948 GB adults aged 18+, April-May 2005; 10,211 GB adults aged 18+, March-May 2010

See also How Britain Voted (Demographic breakdowns): 1997 | 2001 | 2005 | 2010

† Sample too small to offer a robust measurement
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