Holding(s) in the Company Published: Jul 18, 2017

1. Identity of the issuer or the underlying issuer of existing shares to which voting rights are attached: ii

YouGov plc

2 Reason for the notification (please tick the appropriate box or boxes):

An acquisition or disposal of voting rights



An acquisition or disposal of qualifying financial instruments which may result in the acquisition of shares already issued to which voting rights are attached

An acquisition or disposal of instruments with similar economic effect to qualifying financial instruments

An event changing the breakdown of voting rights

Other (please specify):

3. Full name of person(s) subject to the notification obligation: iii

Octopus Investments Nominees Limited

4. Full name of shareholder(s)

(if different from 3.):iv

n/a

5. Date of the transaction and date on which the threshold is crossed or reached: v

13/07/2017

6. Date on which issuer notified:

17/07/2017

7. Threshold(s) that is/are crossed or reached: vi,vii

4%

8. Notified details: n/a

A: Voting rights attached to shares viii,ix

Class/type of shares

if possible using the ISIN CODE

Situation previous to the triggering transaction

Resulting situation after the triggering transaction

Number of Shares

Number of Voting Rights

Number of shares

Number of voting rights

% of voting rights x

Direct

Direct xi

Indirect xii

Direct

Indirect

GB00B1VQ6H25

4159999

4159999

4261699

4261699

4.06%

B: Qualifying Financial Instruments

Resulting situation after the triggering transaction

Type of financial

Expiration

Exercise/

Number of voting

% of voting

instrument

date xiii

Conversion Period xiv

rights that may be

rights

acquired if the

instrument is

exercised/ converted.

C: Financial Instruments with similar economic effect to Qualifying Financial Instruments

xv, xvi

Resulting situation after the triggering transaction

Type of financial instrument

Exercise price

Expiration datexvii

Exercise/ Conversion period xviii

Number of voting rights instrument refers to

% of voting rights xix,xx

Nominal

Delta

Total (A+B+C)

Number of voting rights

Percentage of voting rights

4261699

4.06%

Proxy Voting:

10. Name of the proxy holder:

n/a

11. Number of voting rights proxy holder will cease to hold:

n/a

12. Date on which proxy holder will cease to hold voting rights:

n/a

13. Additional information:

14. Contact name:

Annaliese Maisch

15. Contact telephone number:

020 7716 6477