Scrutiny of EU Media Poll Raises Questions Over Methodology
Concerns emerge regarding the representativeness and interpretation of findings in a recent survey on media influence among EU parliamentarians.
The lead researcher of a recent poll commissioned to assess the influence of media among members of the European Parliament (MEPs) has expressed concerns over the interpretation of the findings.
The poll, conducted by the UK-based research firm Savanta and commissioned by Burson, a firm within the WPP advertising group, was released earlier this week and has since sparked debates regarding its methodology and accuracy.
In the 2025 edition of the annual 'EU Media Poll,' _Politico_ maintained its status as the most influential media outlet in the eyes of MEPs, followed by _Financial Times_ and _Reuters_.
_Euractiv_ was identified as the only European outlet within the top five influential sources.
The report claimed that 86% of MEPs consider _Politico_ to be 'very' or 'fairly' influential, and 76% reportedly prefer print media such as newspapers and magazines for accessing information.
Chris Hopkins, the lead researcher, indicated that the survey findings may not accurately represent broader MEP opinions.
He noted that the sample consisted of just 175 respondents, including only 21 MEPs, a figure that constitutes less than 3% of the Parliament's 720 members.
Hopkins acknowledged the difficulties faced in gathering responses from a larger number of politicians, noting the necessity of including methodological caveats due to the limited representation of MEPs surveyed.
The sample included 66 institution staff members and 88 'opinion formers,' a category that encompasses journalists, lobbyists, business executives, and representatives from non-governmental organizations.
Despite reservations regarding the sample size, Hopkins defended the overall research methodology as 'reasonably fair,' emphasizing interest in potential partnerships to enhance the survey's depth in the future.
The poll's comprehensive methodology did not disclose details on the nationality, political affiliation, professional roles, or gender demographics of the respondents, nor did it specify a margin of error, which has led to criticism from various stakeholders.
Gregg Svingen, a senior advisor in media and communications at Rud Pedersen in Brussels, characterized the survey as being based on a sample size too small to support its sweeping claims.
The presentation's assertion that Savanta 'interviewed' individuals from mid-November to April was contrasted by Hopkins’ revelation that the majority of responses were collected via an online questionnaire distributed shortly before the Christmas holiday.
Meanwhile, Hungary has come under renewed scrutiny from Members of the European Parliament, who have condemned the failure of EU member states to take decisive action against Hungary regarding alleged violations of freedom of speech.
Allegations have intensified surrounding the current government's treatment of LGBTQ+ rights and controls over media freedom and judiciary independence.
During a recent European Council meeting, concerns were raised by MEP Tineke Strik from the Greens/EFA group, who described the situation as 'very disappointing' and a threat to European democratic values.
Legislative steps regarding Hungary's governance have been slow to materialize, with some MEPs advocating for the revocation of Prime Minister Viktor Orbán's voting rights within EU institutions.
In a slightly more positive development, the European Parliament recently awarded the European Charlemagne Youth Prize to a Hungarian initiative that promotes European identity and societal discourse among young people.
The award recognizes efforts to foster constructive dialogues on relevant youth issues, an initiative that occurred amidst broader political tensions within Hungary and the EU.
The poll, conducted by the UK-based research firm Savanta and commissioned by Burson, a firm within the WPP advertising group, was released earlier this week and has since sparked debates regarding its methodology and accuracy.
In the 2025 edition of the annual 'EU Media Poll,' _Politico_ maintained its status as the most influential media outlet in the eyes of MEPs, followed by _Financial Times_ and _Reuters_.
_Euractiv_ was identified as the only European outlet within the top five influential sources.
The report claimed that 86% of MEPs consider _Politico_ to be 'very' or 'fairly' influential, and 76% reportedly prefer print media such as newspapers and magazines for accessing information.
Chris Hopkins, the lead researcher, indicated that the survey findings may not accurately represent broader MEP opinions.
He noted that the sample consisted of just 175 respondents, including only 21 MEPs, a figure that constitutes less than 3% of the Parliament's 720 members.
Hopkins acknowledged the difficulties faced in gathering responses from a larger number of politicians, noting the necessity of including methodological caveats due to the limited representation of MEPs surveyed.
The sample included 66 institution staff members and 88 'opinion formers,' a category that encompasses journalists, lobbyists, business executives, and representatives from non-governmental organizations.
Despite reservations regarding the sample size, Hopkins defended the overall research methodology as 'reasonably fair,' emphasizing interest in potential partnerships to enhance the survey's depth in the future.
The poll's comprehensive methodology did not disclose details on the nationality, political affiliation, professional roles, or gender demographics of the respondents, nor did it specify a margin of error, which has led to criticism from various stakeholders.
Gregg Svingen, a senior advisor in media and communications at Rud Pedersen in Brussels, characterized the survey as being based on a sample size too small to support its sweeping claims.
The presentation's assertion that Savanta 'interviewed' individuals from mid-November to April was contrasted by Hopkins’ revelation that the majority of responses were collected via an online questionnaire distributed shortly before the Christmas holiday.
Meanwhile, Hungary has come under renewed scrutiny from Members of the European Parliament, who have condemned the failure of EU member states to take decisive action against Hungary regarding alleged violations of freedom of speech.
Allegations have intensified surrounding the current government's treatment of LGBTQ+ rights and controls over media freedom and judiciary independence.
During a recent European Council meeting, concerns were raised by MEP Tineke Strik from the Greens/EFA group, who described the situation as 'very disappointing' and a threat to European democratic values.
Legislative steps regarding Hungary's governance have been slow to materialize, with some MEPs advocating for the revocation of Prime Minister Viktor Orbán's voting rights within EU institutions.
In a slightly more positive development, the European Parliament recently awarded the European Charlemagne Youth Prize to a Hungarian initiative that promotes European identity and societal discourse among young people.
The award recognizes efforts to foster constructive dialogues on relevant youth issues, an initiative that occurred amidst broader political tensions within Hungary and the EU.
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