Tories trail Reform UK on a range of key indicators according to an exclusive new YouGov poll for Sky News that reveals Nigel Farage's party now has the potential to reach as much of the electorate as the party run by Kemi Badenoch.
One way to measure this is to compare the proportion of the electorate who say they would never vote Tory - those who definitely rule it out - with the proportion that would never vote Reform UK.
Reform UK does much better on this measure, with 31% of voters calling Reform UK strong, and 27% weak.
Detailed comparisons of voter opinion towards the Tories and Reform UK reveal that profound damage to the Tory brand is still evident, while the figures suggest that the new challenger party which has topped recent voting intention polls has the capacity to perform at least as well.
However, the figures are different with Reform UK, and more positive, 49% say it has a clear sense of purpose, only 24% say they are unclear on what the party stands for.
