Holding(s) in Company

For filings with the FCA include the annex

For filings with issuer exclude the annex

TR-1: NOTIFICATION OF MAJOR INTEREST IN SHARES i

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

X

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

T. Rowe Price Associates, Inc.

4. Full name of shareholder(s)

(if different from 3.): iv

JP Morgan Chase

Bank of New York Mellon Bank, N.A.

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

24 October 2013

6. Date on which issuer notified:

28 October 20

7. Threshold(s) that is/are crossed or

reached: vi, vii

10%

8. Notified details:

A: Voting rights attached to shares viii, ix

Class/type ofshares

if possible usingthe ISIN CODE

Situation previousto the triggeringtransaction

Resulting situation after the triggering transaction

NumberofShares

NumberofVotingRights

Numberof shares

Number of votingrights

% of voting rights x

Direct

Direct xi

Indirect xii

Direct

Indirect

GB00B1VQ6H25

9,003,774

9,003,774

10,402,353

10,402,353

10.70%

B: Qualifying Financial Instruments

Resulting situation after the triggering transaction

Type of financialinstrument

Expirationdate xiii

Exercise/ConversionPeriod xiv

Number of votingrights that may beacquired if theinstrument isexercised/ converted.

% of votingrights

C: Financial Instruments with similar economic effect to Qualifying Financial Instruments xv, xvi

Resulting situation after the triggering transaction

Type of financialinstrument

Exerciseprice

Expirationdate xvii

Exercise/Conversionperiod xviii

Number of votingrights instrumentrefers to

% of voting rights xix, xx

Nominal

Delta

Total (A+B+C)

Number of voting rights

Percentage of voting rights

 10,402,353

 10.70%

9. Chain of controlled undertakings through which the voting rights and/or thefinancial instruments are effectively held, if applicable: xxi

T. Rowe Price Associates, Inc. (TRPA) serves as investment adviser, with dispositive and voting authority, to various institutional clients that own shares of YouGov Plc, including the T. Rowe Price International Discovery Fund, which owns 7,636,259 shares. Such shares are registered in the following name(s):

JP Morgan Chase - 10,160,539 Bank of New York Mellon Bank, N.A. - 241,814

Proxy Voting:

10. Name of the proxy holder:

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

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

13. Additional information:

14. Contact name:

 Ryan Nolan, Vice President & Legal Counsel

T. Rowe Price Associates, Inc.

15. Contact telephone number:

 001 410 345 6618

Note: Annex should only be submitted to the FCA not the issuer

Annex: Notification of major interests in shares xxii

A: Identity of the persons or legal entity subject to the notification obligation

Full name

(including legal form of legal entities)

T. Rowe Price Associates, Inc.

Contact address

(registered office for legal entities)

100 East Pratt Street, Baltimore, MD 21202

Phone number & email

001 410 345 6618

[email protected]

Other useful information

(at least legal representative for legal persons)

B: Identity of the notifier, if applicable

Full name

Contact address

Phone number & email

Other useful information

(e.g. functional relationship with the person or legal entity subject to the notification obligation)

C: Additional information

For notes on how to complete form TR-1 please see the FCA website.