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“While you might not instinctively think the decision to watch Happy Valley or The Crown is a political decision, it is undoubtedly the case that the viewing habits of the different tribes of the electorate vary significantly,” says Luke Tryl, the UK executive director of More in Common, who oversaw the polling.

“Looking at how viewers of these different shows have switched in their voting intention provides a different way of showing quite how much the electoral landscape has been upended since the last election.”

Rishi Sunak's early departure from this month's D-Day commemorations is the worst gaffe of the general election campaign so far, according to a new poll.

A More In Common survey showed more than 80 per cent of voters were aware of the fierce row over the PM's skipping of a major international event in Normandy.

More than 70 per cent thought the incident reflected badly on the Conservative Party, the research found.

UK's Labour has 17-point lead over Conservatives in first poll since vote date set

Britain's opposition Labour Party has a 17-percentage point lead over Prime Minister Rishi Sunak's Conservative Party in the first opinion poll conducted since he unexpectedly set a July 4 date for national elections on Wednesday.

The poll was conducted by More in Common, a member of the British Polling Council, which sets professional standards for polls conducted in the United Kingdom.

To Luke Tryl, UK director of More In Common, undecided voters who backed the Tories in 2019 will be key to minimising Tory damages. “We know from focus groups that these voters are the most receptive to the ‘we’ve turned a corner’ message,” he says.

These undecided voters are 70 per cent female, tend to live in small towns, are homeowners and typically in their early 60s. “They live in places like Whitby, and Scarborough & Whitby is one of the seats that could get Labour the majority, if you assume they make gains in Scotland.”