Nearly half say the Conservatives are having a bad campaign

Ipsos’ latest polling reveals that around half (48%) now think that the Conservatives have had a bad campaign since the General Election was announced in May. This figure is up 7pts since last week. Fewer than one in five (17%) say it has been a good campaign for them. These numbers compare to the worst achieved by Jeremy Corbyn’s Labour party in the build-up to 2019 General Election (23% good vs. 48% bad).

Meanwhile, more than one in three (36%) now say that Keir Starmer’s Labour party have been having a good campaign, against one in four saying has been bad (25%). As shown below, public opinion remains divided when it comes to other parties.

Favourability trackers 

Opinion towards party leaders and the parties remains relatively unchanged since the start of the campaign. Keir Starmer and Labour retain a lead over Sunak and the Conservatives:

• One in five (23%) are favourable towards Rishi Sunak (+2ppts since last week), compared to nearly three in five (57%) feeling unfavourable (+1ppts). The numbers are similar when it comes to attitudes towards for the Conservative party itself (22% favourable, 57% unfavourable).
• One in three (33%) are favourable towards Keir Starmer (+2ppts), against two in five (42%) unfavourable (+2ppts). The public feel slightly warmer towards the Labour party itself (37% favourable, 38% unfavourable).

When put in a head-to-head on who would make a better Prime Minister, one in three (33%) opt for Keir Starmer (-1ppts), while one in five (20%) choose Rishi Sunak (+1ppts). However, two in five (42%) say neither or that there is no difference between the two (+1ppts).

Meanwhile, half (51%) have an unfavourable opinion towards Nigel Farage (-3ppts since March), against one in five (21%) saying favourable (unchanged). His ratings have improved among 2019 Conservatives since March, but opinion remains divided, with two in five (44% favourable, +9ppts) and a similar proportion unfavourable (39%, -1ppts). This gives Mr Farage, a net favourability score of +5 among 2019 Conservatives, narrowly behind Rishi Sunak on +10.

Most important issue

Healthcare and the NHS remains the top issue that the public say will be very important in deciding their vote, mentioned by over three in five (63%, unchanged since last week). This is followed by the cost of living being selected by half (53%, -1ppts). 
Forty-four percent now say immigration (+4ppts), which has now become the most important issue for 2019 Conservatives, now mentioned by 71% (+8ppts). In comparison, immigration does not register as a top ten issue for 2019 Labour voters (31%).

Keiran Pedley, UK Director of Politics, says of the findings:

There is little good news for the Conservatives in these numbers. Rishi Sunak has had a difficult week facing questions around his participation in  D-Day events in France. This has fed into public perceptions of the Conservatives' efforts, with half now saying the Conservatives have been having a bad campaign. Meanwhile, Nigel Farage’s late entrance into the election, has coincided with a rise in the number of 2019 Conservatives saying they are prioritising immigration.

Technical note

• Ipsos interviewed a representative sample of 1,050 adults aged 18+ across Great Britain. Interviews were conducted by telephone between the 7-10 June 2024. Data are weighted to match the profile of the population. All polls are subject to a wide range of potential sources of error.