Sky News claims interactive success

Sky News’ interactive service, Sky News Active, received over 335,000 votes over the course of the election campaign.

The figures demonstrate the popularity and ease-of-use of the voting service – available to Sky digital viewers, which was launched in March this year. The service often received well over five times the votes registered on Sky News’ online service for the same question.

Sky News Active’s flexibility meant that as stories broke, Sky News was able to ask viewers to respond– affording an almost instantaneous gauge of public opinion:

• When asked on election day, Who did you vote for today? 27,000 people responded. At 10.01pm on election night, the results were released – 49% of viewers said they voted Labour, 34% Conservatives, 12% Liberal Democrats, and 5% Other. Whilst non-scientific – as Sky digital viewers choose to vote, the results were in line with those of the ‘scientific’ exit polls, as well as the final results.
• The question on 17th May, Prescott punch – did he do the right thing? prompted a record response. Of nearly 38,000 people who voted over the course of the day, 61% said they supported Prescott’s response, against 39% who disapproved of the Deputy PM’s actions.
• After William Hague resigned the morning after the election [Friday, 8th June], viewers were asked Who should lead the Conservatives? 44% thought Kenneth Clarke should lead the Party, compared to 29% favouring Michael Portillo, and a further 21% preferring Ann Widdecombe.

Sky News’ Political Editor, Adam Boulton, said, "All the technology worked and our election day poll was interesting - it was only about 10% off. That was a significant experiment for us. I think that will create some difficulties for the opinion pollsters."

Other interesting results over the campaign included:

• Does Britain need tougher asylum laws? Of 11,994 votes: Yes 87% No 13%.
• Race - should it be an election issue? Of 11,035 votes: Yes 62% No 38%.