ITV Taps ComRes for Instant Election Feedback

In the UK, ITV News at Ten has partnered with polling firm ComRes to provide viewers with instant analysis of the impact that Gordon Brown, David Cameron and Nick Clegg make on the electorate during their forthcoming TV debates.

Immediately after the debates on 15, 22 and 29 April, ITV News at Ten will broadcast details of ComRes' telephone poll of more than 1,000 respondents, to uncover feedback on who they believe 'won' the debate, and which party they plan to vote for. In addition, the news will report on the results of two questions covered in each debate.

The partners believe that this is the first time that instant telephone polling technology has been used to assess the impact of a live political event in the UK.

ComRes has recruited a panel of 15,000 people who are planning to watch each election debate. The instant polling is conducted using a dedicated automated telephone system voiced by ITV News' James Mates, who will present the findings on that night's ITV News at Ten.

Within minutes of each debate, ComRes will interview a minimum of 1,000 respondents and deliver results directly into the ITV newsroom.

'We have really pushed the boundaries of polling to provide an instant assessment of the true impact of the Election Debates,' stated Deborah Turness, Editor of ITV News. 'Rather than subjective discussion on which leader scored most points, through ComRes we will deliver the first scientific quantitative assessment of what the electorate really think.'

In addition, ComRes has also recruited a panel of 20 undecided voters in two key marginal constituencies in Bolton. During the three live debates, the firm will conduct 'worm polls', which will involve the panel watching and recording their satisfaction with what the leaders are saying on a handset.

Scores will be collated automatically and recorded in a graph that will feature in further analysis of each debate on that night's News at Ten.

'Leader debates are a major innovation so it is entirely appropriate that they are marked by a new way of measuring voters' response,' added ComRes Chairman Andrew Hawkins. 'The immediacy of ITV News at Ten means that this analysis of reaction really can be brought to the public within minutes of the debates ending - it's a very exciting moment for any polling company.'

Web site: www.comres.co.uk .