Grant of awards under LTIP 2023

YouGov PLC

12 December 2025

 

12 December 2025

YouGov plc

("YouGov" or "the Group" or "the Company")

Grant of awards under Long-Term Incentive Plan 2023

YouGov, the international research and data analytics group, announces that on 11 December 2025, the Board's Remuneration Committee approved the grant of nil cost options and conditional awards over ordinary shares of £0.02 under the YouGov plc Long Term Incentive Plan 2023 ("LTIP 2023") over a total number of 1,223,846 ordinary shares (the "Award"). 

Performance will be assessed over the three-year period ending 31 July 2028. The normal vesting date for awards granted under the plan will be three years from the date of grant unless otherwise specified, subject to financial and non-financial performance conditions as set out on our website: corporate.yougov.com/esg/governance/long-term-incentive-plan-2023. Any Executive Director awards that vest will be subject to a two-year post-vesting holding period.

The Award includes the following award granted to an Executive Director of the Company:

Executive Director	Number of Nil-Cost Options Awarded	Award Value as a % of Base Salary
Alex McIntosh	94,889	72%

Details of the conditional awards made to the Executive Director and further PDMRs are provided in the below tables.

Enquiries

YouGov plc Tilly Heald, Company Secretary Hannah Jethwani, Head of Corporate Strategy and IR	020 7012 6000
FTI Consulting Charles Palmer / Dwight Burden / Valerija Cymbal / Jemima Gurney	020 3727 1000
J.P. Morgan Cazenove (NOMAD and Joint Broker) Bill Hutchings / James Summer	020 7742 4000
Berenberg (Joint Broker) Mark Whitmore / Richard Andrews / Smruthya Ganeshram	020 3207 7800
Morgan Stanley & Co. International plc (Joint Broker) Andrew Foster / Josh Williams / Ed Phillips	020 7425 8000

About YouGov

YouGov is a global research data, and analytics group.

Our mission is to offer unparalleled insight into what the world really thinks and does. With operations in the US, the Americas, Europe, the Middle East, India and Asia Pacific, we have one of the world's largest research networks.

Above all, YouGov is powered by reality. That stems from a unique panel of millions of registered members across 64 countries, encapsulating some 18 million shopping trips and millions of interconnected data points.

Our unique approach to recruiting and engaging with our panel, combined with our state-of-the-art technology platforms, enables us to deliver real-world, real-time insights that lead to better decision-making and a competitive advantage for our clients.

As innovators and pioneers of online market research, we have a strong reputation as a trusted source of accurate data and insights. Testament to this, YouGov data is regularly referenced by the global press, and we are consistently one of the most quoted market research sources in the world.

YouGov /Research Reality

For further information, visit business.yougov.com

DEALING NOTIFICATION FORM
FOR USE BY PERSONS DISCHARGING MANAGERIAL RESPONSIBILITY AND THEIR CLOSELY ASSOCIATED PERSONS

1.	Details of the person discharging managerial responsibilities/person closely associated
a)	Name:	Alex McIntosh
2.	Reason for the notification
a)	Position/status:	Chief Finance Officer
b)	Initial notification/Amendment:	Initial notification
3.	Details of the issuer, emission allowance market participant, auction platform, auctioneer or auction monitor
a)	Name:	YouGov plc
b)	LEI:	213800MZGBGCJIPOBB41
4.	Details of the transaction(s): section to be repeated for (i) each type of instrument; (ii) each type of transaction; (iii) each date; and (iv) each place where transactions have been conducted
a)	Description of the financial instrument, type of instrument: Identification code:	Ordinary Shares of 0.2p each GB00B1VQ6H25
b)	Nature of the transaction:	Grant of nil-cost options under YouGov LTIP 2023
c)	Price(s) and volume(s):	Price(s) Volume(s) Nil 94,889
d)	Aggregated information: ·      Aggregated volume: ·      Price:	n/a
e)	Date of the transaction:	11 December 2025
f)	Place of the transaction:	London Stock Exchange [XLON]

DEALING NOTIFICATION FORM
FOR USE BY PERSONS DISCHARGING MANAGERIAL RESPONSIBILITY AND THEIR CLOSELY ASSOCIATED PERSONS

1.	Details of the person discharging managerial responsibilities/person closely associated
a)	Name:	Tom Fisher
2.	Reason for the notification
a)	Position/status:	Chief Commercial Officer
b)	Initial notification/Amendment:	Initial notification
3.	Details of the issuer, emission allowance market participant, auction platform, auctioneer or auction monitor
a)	Name:	YouGov plc
b)	LEI:	213800MZGBGCJIPOBB41
4.	Details of the transaction(s): section to be repeated for (i) each type of instrument; (ii) each type of transaction; (iii) each date; and (iv) each place where transactions have been conducted
a)	Description of the financial instrument, type of instrument: Identification code:	Ordinary Shares of 0.2p each GB00B1VQ6H25
b)	Nature of the transaction:	Grant of conditional awards under YouGov LTIP 2023
c)	Price(s) and volume(s):	Price(s) Volume(s) Nil 61,459
d)	Aggregated information: ·      Aggregated volume: ·      Price:	n/a
e)	Date of the transaction:	11 December 2025
f)	Place of the transaction:	London Stock Exchange [XLON]

DEALING NOTIFICATION FORM
FOR USE BY PERSONS DISCHARGING MANAGERIAL RESPONSIBILITY AND THEIR CLOSELY ASSOCIATED PERSONS

1.	Details of the person discharging managerial responsibilities/person closely associated
a)	Name:	Lynda Vivian
2.	Reason for the notification
a)	Position/status:	Chief Operating Officer
b)	Initial notification/Amendment:	Initial notification
3.	Details of the issuer, emission allowance market participant, auction platform, auctioneer or auction monitor
a)	Name:	YouGov plc
b)	LEI:	213800MZGBGCJIPOBB41
4.	Details of the transaction(s): section to be repeated for (i) each type of instrument; (ii) each type of transaction; (iii) each date; and (iv) each place where transactions have been conducted
a)	Description of the financial instrument, type of instrument: Identification code:	Ordinary Shares of 0.2p each GB00B1VQ6H25
b)	Nature of the transaction:	Grant of nil-cost options under YouGov LTIP 2023
c)	Price(s) and volume(s):	Price(s) Volume(s) Nil 55,757
d)	Aggregated information: ·      Aggregated volume: ·      Price:	n/a
e)	Date of the transaction:	11 December 2025
f)	Place of the transaction:	London Stock Exchange [XLON]

DEALING NOTIFICATION FORM
FOR USE BY PERSONS DISCHARGING MANAGERIAL RESPONSIBILITY AND THEIR CLOSELY ASSOCIATED PERSONS

1.	Details of the person discharging managerial responsibilities/person closely associated
a)	Name:	Doug Rivers
2.	Reason for the notification
a)	Position/status:	Chief Scientist
b)	Initial notification/Amendment:	Initial notification
3.	Details of the issuer, emission allowance market participant, auction platform, auctioneer or auction monitor
a)	Name:	YouGov plc
b)	LEI:	213800MZGBGCJIPOBB41
4.	Details of the transaction(s): section to be repeated for (i) each type of instrument; (ii) each type of transaction; (iii) each date; and (iv) each place where transactions have been conducted
a)	Description of the financial instrument, type of instrument: Identification code:	Ordinary Shares of 0.2p each GB00B1VQ6H25
b)	Nature of the transaction:	Conditional Award of Restricted Shares (expected to vest in two years)
c)	Price(s) and volume(s):	Price(s) Volume(s) Nil 101,038
d)	Aggregated information: ·      Aggregated volume: ·      Price:	n/a
e)	Date of the transaction:	11 December 2025
f)	Place of the transaction:	London Stock Exchange [XLON]

DEALING NOTIFICATION FORM
FOR USE BY PERSONS DISCHARGING MANAGERIAL RESPONSIBILITY AND THEIR CLOSELY ASSOCIATED PERSONS

1.	Details of the person discharging managerial responsibilities/person closely associated
a)	Name:	Jonathan van Parys
2.	Reason for the notification
a)	Position/status:	Chief Platform Officer
b)	Initial notification/Amendment:	Initial notification
3.	Details of the issuer, emission allowance market participant, auction platform, auctioneer or auction monitor
a)	Name:	YouGov plc
b)	LEI:	213800MZGBGCJIPOBB41
4.	Details of the transaction(s): section to be repeated for (i) each type of instrument; (ii) each type of transaction; (iii) each date; and (iv) each place where transactions have been conducted
a)	Description of the financial instrument, type of instrument: Identification code:	Ordinary Shares of 0.2p each GB00B1VQ6H25
b)	Nature of the transaction:	Grant of conditional awards under YouGov LTIP 2023
c)	Price(s) and volume(s):	Price(s) Volume(s) Nil 46,995
d)	Aggregated information: ·      Aggregated volume: ·      Price:	n/a
e)	Date of the transaction:	11 December 2025
f)	Place of the transaction:	London Stock Exchange [XLON]

DEALING NOTIFICATION FORM
FOR USE BY PERSONS DISCHARGING MANAGERIAL RESPONSIBILITY AND THEIR CLOSELY ASSOCIATED PERSONS

1.	Details of the person discharging managerial responsibilities/person closely associated
a)	Name:	Jennifer Gardner
2.	Reason for the notification
a)	Position/status:	Chief HR Officer
b)	Initial notification/Amendment:	Initial notification
3.	Details of the issuer, emission allowance market participant, auction platform, auctioneer or auction monitor
a)	Name:	YouGov plc
b)	LEI:	213800MZGBGCJIPOBB41
4.	Details of the transaction(s): section to be repeated for (i) each type of instrument; (ii) each type of transaction; (iii) each date; and (iv) each place where transactions have been conducted
a)	Description of the financial instrument, type of instrument: Identification code:	Ordinary Shares of 0.2p each GB00B1VQ6H25
b)	Nature of the transaction:	Grant of nil-cost options under YouGov LTIP 2023
c)	Price(s) and volume(s):	Price(s) Volume(s) Nil 52,716
d)	Aggregated information: ·      Aggregated volume: ·      Price:	n/a
e)	Date of the transaction:	11 December 2025
f)	Place of the transaction:	London Stock Exchange [XLON]

DEALING NOTIFICATION FORM
FOR USE BY PERSONS DISCHARGING MANAGERIAL RESPONSIBILITY AND THEIR CLOSELY ASSOCIATED PERSONS

1.	Details of the person discharging managerial responsibilities/person closely associated
a)	Name:	Michelle Gelman
2.	Reason for the notification
a)	Position/status:	Chief Data Officer
b)	Initial notification/Amendment:	Initial notification
3.	Details of the issuer, emission allowance market participant, auction platform, auctioneer or auction monitor
a)	Name:	YouGov plc
b)	LEI:	213800MZGBGCJIPOBB41
4.	Details of the transaction(s): section to be repeated for (i) each type of instrument; (ii) each type of transaction; (iii) each date; and (iv) each place where transactions have been conducted
a)	Description of the financial instrument, type of instrument: Identification code:	Ordinary Shares of 0.2p each GB00B1VQ6H25
b)	Nature of the transaction:	Grant of conditional awards under YouGov LTIP 2023
c)	Price(s) and volume(s):	Price(s) Volume(s) Nil 45,426
d)	Aggregated information: ·      Aggregated volume: ·      Price:	n/a
e)	Date of the transaction:	11 December 2025
f)	Place of the transaction:	London Stock Exchange [XLON]

DEALING NOTIFICATION FORM
FOR USE BY PERSONS DISCHARGING MANAGERIAL RESPONSIBILITY AND THEIR CLOSELY ASSOCIATED PERSONS

1.	Details of the person discharging managerial responsibilities/person closely associated
a)	Name:	Tilly Heald
2.	Reason for the notification
a)	Position/status:	Chief Governance and Compliance Officer and Company Secretary
b)	Initial notification/Amendment:	Initial notification
3.	Details of the issuer, emission allowance market participant, auction platform, auctioneer or auction monitor
a)	Name:	YouGov plc
b)	LEI:	213800MZGBGCJIPOBB41
4.	Details of the transaction(s): section to be repeated for (i) each type of instrument; (ii) each type of transaction; (iii) each date; and (iv) each place where transactions have been conducted
a)	Description of the financial instrument, type of instrument: Identification code:	Ordinary Shares of 0.2p each GB00B1VQ6H25
b)	Nature of the transaction:	Grant of nil-cost options under YouGov LTIP 2023
c)	Price(s) and volume(s):	Price(s) Volume(s) Nil 54,744
d)	Aggregated information: ·      Aggregated volume: ·      Price:	n/a
e)	Date of the transaction:	11 December 2025
f)	Place of the transaction:	London Stock Exchange [XLON]

DEALING NOTIFICATION FORM
FOR USE BY PERSONS DISCHARGING MANAGERIAL RESPONSIBILITY AND THEIR CLOSELY ASSOCIATED PERSONS

1.	Details of the person discharging managerial responsibilities/person closely associated
a)	Name:	Mike Woods
2.	Reason for the notification
a)	Position/status:	Chief Marketing Officer
b)	Initial notification/Amendment:	Initial notification
3.	Details of the issuer, emission allowance market participant, auction platform, auctioneer or auction monitor
a)	Name:	YouGov plc
b)	LEI:	213800MZGBGCJIPOBB41
4.	Details of the transaction(s): section to be repeated for (i) each type of instrument; (ii) each type of transaction; (iii) each date; and (iv) each place where transactions have been conducted
a)	Description of the financial instrument, type of instrument: Identification code:	Ordinary Shares of 0.2p each GB00B1VQ6H25
b)	Nature of the transaction:	Grant of nil-cost options under YouGov LTIP 2023
c)	Price(s) and volume(s):	Price(s) Volume(s) Nil 45,417
d)	Aggregated information: ·      Aggregated volume: ·      Price:	n/a
e)	Date of the transaction:	11 December 2025
f)	Place of the transaction:	London Stock Exchange [XLON]

DEALING NOTIFICATION FORM
FOR USE BY PERSONS DISCHARGING MANAGERIAL RESPONSIBILITY AND THEIR CLOSELY ASSOCIATED PERSONS

1.	Details of the person discharging managerial responsibilities/person closely associated
a)	Name:	Stefan Heremans
2.	Reason for the notification
a)	Position/status:	Chief Transformation Officer and President, Shopper
b)	Initial notification/Amendment:	Initial notification
3.	Details of the issuer, emission allowance market participant, auction platform, auctioneer or auction monitor
a)	Name:	YouGov plc
b)	LEI:	213800MZGBGCJIPOBB41
4.	Details of the transaction(s): section to be repeated for (i) each type of instrument; (ii) each type of transaction; (iii) each date; and (iv) each place where transactions have been conducted
a)	Description of the financial instrument, type of instrument: Identification code:	Ordinary Shares of 0.2p each GB00B1VQ6H25
b)	Nature of the transaction:	Grant of nil-cost options under YouGov LTIP 2023
c)	Price(s) and volume(s):	Price(s) Volume(s) Nil 37,938
d)	Aggregated information: ·      Aggregated volume: ·      Price:	n/a
e)	Date of the transaction:	11 December 2025
f)	Place of the transaction:	London Stock Exchange [XLON]

 

END