NotW readers backed brand, claims survey

In an exclusive Marketing survey of 1000 people, conducted by OnePoll last week, just 34% of the paper's readers were aware of the story and "cared very much" while 27% "strongly agreed" that advertisers should pull ads.

This compared with 75% caring very much and 76% strong agreement from Observer readers.

NotW had the highest proportion of Sunday paper readers who cared only "slightly", at 42%, while a fifth said they did not care about the scandal.