Grant of awards under LTIP 2023
YouGov plc announced on December 11, 2025, that its Remuneration Committee approved the grant of nil cost options and conditional awards under its Long-Term Incentive Plan 2023, totaling 1,223,846 ordinary shares. These awards are subject to performance conditions over the three years ending July 31, 2028, with a normal vesting date of three years from grant, and a two-year post-vesting holding period for Executive Directors. Notably, Alex McIntosh received 94,889 nil cost options valued at 72% of his base salary, and other executive directors and persons discharging managerial responsibilities also received grants.
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YouGov, the international research and data analytics group, announces that on 11 December 2025, the Board's Remuneration Committee approved the grant of nil cost options and conditional awards over ordinary shares of £0.02 under the YouGov plc Long Term Incentive Plan 2023 ("LTIP 2023") over a total number of 1,223,846 ordinary shares (the "Award").
Performance will be assessed over the three-year period ending 31 July 2028. The normal vesting date for awards granted under the plan will be three years from the date of grant unless otherwise specified, subject to financial and non-financial performance conditions as set out on our website: corporate.yougov.com/esg/governance/long-term-incentive-plan-2023. Any Executive Director awards that vest will be subject to a two-year post-vesting holding period.
The Award includes the following award granted to an Executive Director of the Company:
| Executive Director | Number of Nil-Cost Options Awarded | A ward Value as a % of Base Salary |
|---|---|---|
| Alex McIntosh | 94,889 | 72% |
Details of the conditional awards made to the Executive Director and further PDMRs are provided in the below tables.
YouGov /Research Reality
| a) | Name: | YouGov plc |
| b) | LEI: | 213800MZGBGCJIPOBB41 |
| a) | Description of the financial instrument, type of instrument: Identification code: | Ordinary Shares of 0.2p each GB00B1VQ6H25 |
| b) | Nature of the transaction: | Grant of nil-cost options under YouGov LTIP 2023 |
| c) | Price(s) and volume(s): | Price(s) Volume(s) Nil 94,889 |
| d) | Aggregated information: · Aggregated volume: · Price: | n/a |
| e) | Date of the transaction: | 11 December 2025 |
| f) | Place of the transaction: | London Stock Exchange [XLON] |
DEALING NOTIFICATION FORM
FOR USE BY PERSONS DISCHARGING MANAGERIAL RESPONSIBILITY AND THEIR CLOSELY ASSOCIATED PERSONS
| 1. | Details of the person discharging managerial responsibilities/person closely associated | |
| a) | Name: | Tom Fisher |
| 2. | Reason for the notification | |
| a) | Position/status: | Chief Commercial Officer |
| b) | Initial notification/Amendment: | Initial notification |
| a) | Name: | YouGov plc |
| b) | LEI: | 213800MZGBGCJIPOBB41 |
| a) | Description of the financial instrument, type of instrument: Identification code: | Ordinary Shares of 0.2p each GB00B1VQ6H25 |
| b) | Nature of the transaction: | Grant of conditional awards under YouGov LTIP 2023 |
| c) | Price(s) and volume(s): | Price(s) Volume(s) Nil 61,459 |
| d) | Aggregated information: · Aggregated volume: · Price: | n/a |
| e) | Date of the transaction: | 11 December 2025 |
| f) | Place of the transaction: | London Stock Exchange [XLON] |
DEALING NOTIFICATION FORM
FOR USE BY PERSONS DISCHARGING MANAGERIAL RESPONSIBILITY AND THEIR CLOSELY ASSOCIATED PERSONS
| 1. | Details of the person discharging managerial responsibilities/person closely associated | |
| a) | Name: | Lynda Vivian |
| 2. | Reason for the notification | |
| a) | Position/status: | Chief Operating Officer |
| b) | Initial notification/Amendment: | Initial notification |
| a) | Name: | YouGov plc |
| b) | LEI: | 213800MZGBGCJIPOBB41 |
| a) | Description of the financial instrument, type of instrument: Identification code: | Ordinary Shares of 0.2p each GB00B1VQ6H25 |
| b) | Nature of the transaction: | Grant of nil-cost options under YouGov LTIP 2023 |
| c) | Price(s) and volume(s): | Price(s) Volume(s) Nil 55,757 |
| d) | Aggregated information: · Aggregated volume: · Price: | n/a |
| e) | Date of the transaction: | 11 December 2025 |
| f) | Place of the transaction: | London Stock Exchange [XLON] |
DEALING NOTIFICATION FORM
FOR USE BY PERSONS DISCHARGING MANAGERIAL RESPONSIBILITY AND THEIR CLOSELY ASSOCIATED PERSONS
| 1. | Details of the person discharging managerial responsibilities/person closely associated | |
| a) | Name: | Doug Rivers |
| 2. | Reason for the notification | |
| a) | Position/status: | Chief Scientist |
| b) | Initial notification/Amendment: | Initial notification |
| a) | Name: | YouGov plc |
| b) | LEI: | 213800MZGBGCJIPOBB41 |
| a) | Description of the financial instrument, type of instrument: Identification code: | Ordinary Shares of 0.2p each GB00B1VQ6H25 |
| b) | Nature of the transaction: | Conditional Award of Restricted Shares (expected to vest in two years) |
| c) | Price(s) and volume(s): | Price(s) Volume(s) Nil 101,038 |
| d) | Aggregated information: · Aggregated volume: · Price: | n/a |
| e) | Date of the transaction: | 11 December 2025 |
| f) | Place of the transaction: | London Stock Exchange [XLON] |
DEALING NOTIFICATION FORM
FOR USE BY PERSONS DISCHARGING MANAGERIAL RESPONSIBILITY AND THEIR CLOSELY ASSOCIATED PERSONS
| 1. | Details of the person discharging managerial responsibilities/person closely associated | |
| a) | Name: | Jonathan van Parys |
| 2. | Reason for the notification | |
| a) | Position/status: | Chief Platform Officer |
| b) | Initial notification/Amendment: | Initial notification |
| a) | Name: | YouGov plc |
| b) | LEI: | 213800MZGBGCJIPOBB41 |
| a) | Description of the financial instrument, type of instrument: Identification code: | Ordinary Shares of 0.2p each GB00B1VQ6H25 |
| b) | Nature of the transaction: | Grant of conditional awards under YouGov LTIP 2023 |
| c) | Price(s) and volume(s): | Price(s) Volume(s) Nil 46,995 |
| d) | Aggregated information: · Aggregated volume: · Price: | n/a |
| e) | Date of the transaction: | 11 December 2025 |
| f) | Place of the transaction: | London Stock Exchange [XLON] |
DEALING NOTIFICATION FORM
FOR USE BY PERSONS DISCHARGING MANAGERIAL RESPONSIBILITY AND THEIR CLOSELY ASSOCIATED PERSONS
| 1. | Details of the person discharging managerial responsibilities/person closely associated | |
| a) | Name: | Jennifer Gardner |
| 2. | Reason for the notification | |
| a) | Position/status: | Chief HR Officer |
| b) | Initial notification/Amendment: | Initial notification |
| a) | Name: | YouGov plc |
| b) | LEI: | 213800MZGBGCJIPOBB41 |
| a) | Description of the financial instrument, type of instrument: Identification code: | Ordinary Shares of 0.2p each GB00B1VQ6H25 |
| b) | Nature of the transaction: | Grant of nil-cost options under YouGov LTIP 2023 |
| c) | Price(s) and volume(s): | Price(s) Volume(s) Nil 52,716 |
| d) | Aggregated information: · Aggregated volume: · Price: | n/a |
| e) | Date of the transaction: | 11 December 2025 |
| f) | Place of the transaction: | London Stock Exchange [XLON] |
DEALING NOTIFICATION FORM
FOR USE BY PERSONS DISCHARGING MANAGERIAL RESPONSIBILITY AND THEIR CLOSELY ASSOCIATED PERSONS
| 1. | Details of the person discharging managerial responsibilities/person closely associated | |
| a) | Name: | Michelle Gelman |
| 2. | Reason for the notification | |
| a) | Position/status: | Chief Data Officer |
| b) | Initial notification/Amendment: | Initial notification |
| a) | Name: | YouGov plc |
| b) | LEI: | 213800MZGBGCJIPOBB41 |
| a) | Description of the financial instrument, type of instrument: Identification code: | Ordinary Shares of 0.2p each GB00B1VQ6H25 |
| b) | Nature of the transaction: | Grant of conditional awards under YouGov LTIP 2023 |
| c) | Price(s) and volume(s): | Price(s) Volume(s) Nil 45,426 |
| d) | Aggregated information: · Aggregated volume: · Price: | n/a |
| e) | Date of the transaction: | 11 December 2025 |
| f) | Place of the transaction: | London Stock Exchange [XLON] |
DEALING NOTIFICATION FORM
FOR USE BY PERSONS DISCHARGING MANAGERIAL RESPONSIBILITY AND THEIR CLOSELY ASSOCIATED PERSONS
| 1. | Details of the person discharging managerial responsibilities/person closely associated | |
| a) | Name: | Tilly Heald |
| 2. | Reason for the notification | |
| a) | Position/status: | Chief Governance and Compliance Officer and Company Secretary |
| b) | Initial notification/Amendment: | Initial notification |
| a) | Name: | YouGov plc |
| b) | LEI: | 213800MZGBGCJIPOBB41 |
| a) | Description of the financial instrument, type of instrument: Identification code: | Ordinary Shares of 0.2p each GB00B1VQ6H25 |
| b) | Nature of the transaction: | Grant of nil-cost options under YouGov LTIP 2023 |
| c) | Price(s) and volume(s): | Price(s) Volume(s) Nil 54,744 |
| d) | Aggregated information: · Aggregated volume: · Price: | n/a |
| e) | Date of the transaction: | 11 December 2025 |
| f) | Place of the transaction: | London Stock Exchange [XLON] |
DEALING NOTIFICATION FORM
FOR USE BY PERSONS DISCHARGING MANAGERIAL RESPONSIBILITY AND THEIR CLOSELY ASSOCIATED PERSONS
| 1. | Details of the person discharging managerial responsibilities/person closely associated | |
| a) | Name: | Mike Woods |
| 2. | Reason for the notification | |
| a) | Position/status: | Chief Marketing Officer |
| b) | Initial notification/Amendment: | Initial notification |
| a) | Name: | YouGov plc |
| b) | LEI: | 213800MZGBGCJIPOBB41 |
| a) | Description of the financial instrument, type of instrument: Identification code: | Ordinary Shares of 0.2p each GB00B1VQ6H25 |
| b) | Nature of the transaction: | Grant of nil-cost options under YouGov LTIP 2023 |
| c) | Price(s) and volume(s): | Price(s) Volume(s) Nil 45,417 |
| d) | Aggregated information: · Aggregated volume: · Price: | n/a |
| e) | Date of the transaction: | 11 December 2025 |
| f) | Place of the transaction: | London Stock Exchange [XLON] |
DEALING NOTIFICATION FORM
FOR USE BY PERSONS DISCHARGING MANAGERIAL RESPONSIBILITY AND THEIR CLOSELY ASSOCIATED PERSONS
| 1. | Details of the person discharging managerial responsibilities/person closely associated | |
| a) | Name: | Stefan Heremans |
| 2. | Reason for the notification | |
| a) | Position/status: | Chief Transformation Officer and President, Shopper |
| b) | Initial notification/Amendment: | Initial notification |
| a) | Name: | YouGov plc |
| b) | LEI: | 213800MZGBGCJIPOBB41 |
| a) | Description of the financial instrument, type of instrument: Identification code: | Ordinary Shares of 0.2p each GB00B1VQ6H25 |
| b) | Nature of the transaction: | Grant of nil-cost options under YouGov LTIP 2023 |
| c) | Price(s) and volume(s): | Price(s) Volume(s) Nil 37,938 |
| d) | Aggregated information: · Aggregated volume: · Price: | n/a |
| e) | Date of the transaction: | 11 December 2025 |
| f) | Place of the transaction: | London Stock Exchange [XLON] |
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