The Sun newspaper featured a number of our surveys in their article on the Phillip Schofield / This Morning affair on Sunday the 28th of May. The first was a nationally representative survey of 8,203 British adults on Thursday 25th of June.
The sample contained 2,397 current viewers of This Morning, who were asked:
I will watch it more: 16%
No change: 75%
I will watch it less: 9%
Nearly twice as many viewers say they’ll watch it more Vs. those who say they’ll watch it less.
In addition, 10% of those who don’t currently watch, said they might start now Schofield has gone.
More men (19%) than women (14%) say they’ll watch it more now.
Only 7% it North East say they’ll watch it more (12% say Less), Vs. 20% in West Mids (6% say Less)
Phillip Schofield: 14%
Holly Willoughby: 34%
Not sure: 51%
That’s 29% to Schofield and 69% to Willoughby when “Not sure” is stripped out.
Not sure: 44%
Only 10% think Holly should have gone instead (18% with Not sure stripped out).
19% in the North East favoured Phillip over Holly, compared to just 7% in the Midlands
Nearly a third (29%) of This Morning viewers think it should be scrapped
Over a third of men (35%), Vs. 24% of Women
38% of over 64s Vs. 22% of 25-34s
Not sure: 44%
44% of viewers believe he was sacked. Only 12% don’t
Not sure: 42%
Only 22% believe ITV mistreated Schofield (38% with Not sure stripped out)
Older people are much more sympathetic with Schofield. 29% of Over 64s Vs. 13% of 18-24s
In a separate survey running from Monday 22nd to Thursday 25th of June, a nationally representative sample of 1,854 This Morning viewers were asked:
Alison Hammond: 32%
Dermot O’Leary: 28%
Rylan Clark: 27%
Rochelle Humes: 6%
A third survey conducted on Saturday the 27th, after his announcement about his relationship with a much younger man on the show, asked a nationally representative sample of 2,093 GB adults:
Much more negative: 26.5%
Somewhat more negative: 17.1%
No change: 54.9%
Somewhat more positive: 0.6%
Much more positive: 0.9%
Not sure: 30.4%
About the surveys
The three surveys were all adjusted to be representative using quotas for gender, age range, region and social-economic group within +/-1% of ONS quotas. Please see more information about our methodologies here.
Photo credit: Petty Officer JJ Massey