Director/PDMR Shareholding

1.

Details of the person discharging managerial responsibilities/person closely associated

a)

Name:

Andy Morris

2.

Reason for the notification

a)

Position/status:

Chief Innovation Officer (PDMR)

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:

Disposal of Shares

c)

Price(s) and volume(s):

d)

Aggregated information:

· Aggregated volume:

· Price:

N/A

e)

Date of the transaction:

7 February 2019

f)

Place of the transaction:

London Stock Exchange [XLON]