Who Switched Endorsements Between 2019 and 2024 Election
In a previous post, we tracked the change in political party endorsements between the 2019 and 2024 general elections to see who won lost the support of the media and public figures.
The results concluded that, Labour had the clear advantage when it came to support from the media however, when it came to individual endorsements, the three major parties (being Labour, Conservative and Lib Dems) saw a massive drop in support with both Reform (then, Brexit Party) and the Greens picking up endorsements.
This raises the question: where exactly did the support go?
Using the same data1,2 and methodolgy as before, this post focuses on understanding how endorsements are distributed between elections 2019 and 2024. This applies to both media and individual endorsements.
Media Endorsements
As shown in the Sankey diagram above, the media largely focused on endorsing the Labour Party, picking up endorsements from media outlets which previously supported no party.
- Less than half (45%) of Conservative supporters in 2019 continued to support the Conservatives in 2024, with the other half (55%) supporting Labour or no party at all.
- The Lib Dems loose support completely, with previous supporters endorsing Labour.
- Compared with the 2019 election, Labour both gained and lost support, producing a net gain of 4 in total.
- Only Labour and the Conservatives receive support (except Count Binface, who was supported by the Daily Star as they were standing in Rishi Sunak's seat).
Individual Endorsements
With respect to individual endorsements, a summary of these findings are as follows:
- Very few people who supported Labour in the previous election continued to support them in 2024 with the Green gaining support off them.
- Labour picked up support from those who didn't explicitly endorse a party at the previous election.
- The Reform party gained support from the Conservatives.
