Full disclosure of the ownership structures of market research and polling companies is of vital importance to stakeholders including the Australian public – Gary Morgan & Michele Levine, Directors of Roy Morgan Research Ltd, publisher of ABIX

Original article by Roy Morgan
Market Research Update – Page: Online : 11-Apr-19

The example provided above of a political polling company being commissioned by one of Australia’s largest media companies to conduct polling for the recent NSW State Election and producing polling results that turned out to be significantly different to the final result of the NSW Election shows how important it is that companies commissioning important polling like this are easily able to find out who the beneficial owners of Public Opinion Pollsters and Market Research companies are. An ABC investigation has now revealed that the polling company uComms is co-owned by two prominent unions the ACTU and CFMMEU who obviously have a vested interest in the results of Federal and State Elections in Australia. Roy Morgan’s December 2018 cross-platform audience figures show that the Sydney Morning Herald (the paper which commissioned the uComm polling) is Australia’s most widely read newspaper with a total cross-platform audience of the SMH at over 4.1 million Australians – more than 1 million ahead of any other newspaper in Australia. This case is a perfect example on the eve of a Federal Election expected to be called this weekend for why it is so important for the Australian public – as well as Australia’s leading media companies such as Sydney Morning Herald now owned by Nine Entertainment Company – to have full knowledge of who the owners of Australia’s Public Opinion Pollsters and Market Research companies are. At the bottom of today’s ABIX-Roy Morgan Daily email we have provided a comprehensive list of the owners of Australia’s Public Opinion Pollsters and Market Research companies also available at link.

CORPORATES
ROY MORGAN LIMITED, UCOMM, ACTU, CONSTRUCTION, FORESTRY, MARITIME, MINING AND ENERGY UNION OF AUSTRALIA, NINE ENTERTAINMENT COMPANY HOLDINGS LIMITED – ASX NEC

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