Notification of Major Interest in Shares

TR-1: NOTIFICATION OF MAJOR INTEREST IN SHARESi

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

Chase Nominees Ltd

(see Section 9)

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

21 January 2010

6. Date on which issuer notified:

25 January 2010

7. Threshold(s) that is/are crossed or reached: vi, vii

5%

8. Notified details:

A: Voting rights attached to shares viii, ix

Class/type of shares

if possible using the ISIN CODE

Situation previous to the triggering transaction

Resulting situation after the triggering transaction

Number of Shares

Number of Voting Rights

Number of shares

Number of voting rights

% of voting rights x

Direct

Direct xi

Indirect xii

Direct

Indirect

GB00B1VQ6H25

4,662,508

4,662,508

5,862,508

6.06

B: Qualifying Financial Instruments

Resulting situation after the triggering transaction

Type of financial instrument

Expiration date xiii

Exercise/ Conversion Period xiv

Number of voting rights that may be acquired if the instrument is exercised/ converted.

% of voting rights

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

Resulting situation after the triggering transaction

Type of financial instrument

Exercise price

Expiration date xvii

Exercise/ Conversion period xviii

Number of voting rights instrument refers to

% of voting rights xix, xx

Nominal

Delta

Total (A+B+C)

Number of voting rights

Percentage of voting rights

5,862,508

6.06%

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

T. Rowe Price Associates, Inc. (TRPA) is the parent undertaking of T. Rowe Price International, Inc. (TRPI). TRPI is a direct, wholly-owned subsidiary of TRPA. TRPI serves as investment adviser, with dispositive and voting authorities, to various institutional clients that own shares of YouGov Plc, including the T. Rowe Price International Discovery Fund, which owns 5,802,712 shares. Such shares are registered in the following name(s):

Chase Nominees Ltd - 5,862,508

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, Assistant Vice President, T. Rowe Price Associates, Inc.

15. Contact telephone number:

001 410 345 6618