Acquisition

YouGov plc aquires Zapera

It is with great pleasure that we announce today that Zapera has joined the UK based YouGov family of MR agencies. Zapera will continue its operations in the Nordic/Baltic Sea region under the name YouGovZapera.

PRESS RELEASE

7 August 2008

Founded in May 2000 and listed on AIM in April 2005, YouGov is a market research agency pioneering the use of the Internet and information technology to collect higher-quality, in-depth data for market research and public consultation. The Company has a panel of 1,200,000 registered respondents in the UK, USA and Middle East.

Commenting on the acquisition, CEO of YouGov Nadhim Zahawi said:

- YouGov’s acquisition of Zapera: “the jewel of the Nordic region” cements our position as the leaders in online research in Europe. We believe there is a perfect cultural fit between YouGov and Zapera in terms of online expertise and we greatly look forward to working with all at YouGovZapera and delivering continued high quality market research to our customers"

Lars Lund-Nielsen, CEO of Zapera, said:

- Nadhim said it all! If you could talk of a perfect match - you got it. I am extremely proud and delighted on behalf of all Zapera Employees that one of the absolute supreme performers within European Online Market Research consider Zapera to be attractive. This is a big cadeaux to us all. We will be part of the YouGov world and I see numerous opportunities for our people, our clients and our partners.

YouGov is an exciting, ambitious company which has developed a very strong brand through its reputation for speed and accuracy in online research. Zapera was a very attractive opportunity for YouGov as we share the same culture and aspirations.

We believe there will be great opportunities for us as a company to be part of a larger network whilst still retaining our focus on client relationships and deep local market knowledge.

YouGov Facts:

Founded in May 2000 and listed on AIM in April 2005, YouGov is a market research agency pioneering the use of the Internet and information technology to collect higher-quality, in-depth data for market research and public consultation. The Company has a panel of 1,200,000 registered respondents in the UK, USA and Middle East. For the half year to 31 January 2007, YouGov, which lifted UK client numbers 46 per cent to 263, grew pre-tax profits by 64% to £2.3 million on a turnover of £6.1 million.

Zapera Facts:

Zapera was established in January 2000 as the first market research agency solemnly doing online market research in the Nordic countries. Together with international partners we are now capable of doing online market research in the entire Western world. Zapera has offices in Norway, Finland, Sweden and Denmark and the 70 employees serve more than 400 clients in the Nordic countries. The total panel consists of 120,000 individuals in the Nordic countries, Poland and Estonia. Zapera has experienced a tremendous growth of 40% p.a. during the last five years and thus among the most profitable in the industry!