More Ballsy Polling from Horizon

Readers may not know but polling companies discount their political polling heavily to get media coverage. So a media outlet gets discounted polls and the polling companies get free media.

This arrangement relies on polling companies being accurate, otherwise they are publicly humilated, which doesn’t occur if they stick to working out what kind of chocolate people like. On election day their polling gets measured against reality, and if they are seriously wrong they get mocked in the media, mainly because all the other media companies want to make sure people listen to their polls, not their opponents polls.

Horizon Poll is very different from Farrar’s out of date poll of polls, perhaps the most accurate poll out there, although Farrar is a bit out of date.

There will be people at Horizon Polls sweating nervously and having a lot of involuntary bottom clenching because they are well outside the norms of all the other polls. The week after the election they will be expecting phone calls from nasty political journalists asking them how they got it so badly wrong.

Having your brand as a news leader destroyed by dodgy polling isn’t usually something news organisations want.

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