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Study: Readers of The Sun, Express, and Daily Mail strongly favoured Brexit in EU referendum

By Dominic Ponsford

Regular newspaper readers were more likely to vote Leave in the UK referendum on EU membership, according to new research.

The survey of a 30,000-strong online panel found that only 41 per cent of those who said they do not read a newspaper voted Leave (versus 52 per cent of the general population).

Press Gazette analaysis has found that overall, national press coverage was strongly weighted in favour of Leave in the month leading up to the referendum.

Four national newspaper titles were found to be strongly biased in favour of Leave through their choice of front-page stories: the Daily Express, Daily Mail, Daily Telegraph and The Sun.

Data from the British Election Study found that some 70 per cent of Sun and Daily Express readers voted Leave in the referendum, followed by 66 per cent of Daily Mail readers, 55 per cent of Daily Telegraph readers and 44 per cent of Daily Mirror readers.

A report by NatCen, called Understanding the Leave Vote, said: “The balance of pro- and anti- Leave positions of the newspapers was important given how many people read them, particularly the popular press. It is interesting to  note that, when it came to the EU Referendum vote, people were more likely to follow the position of the newspaper they read than the political party they identify with.”


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