Michael Jackson, the Elgin Marbles and the Guardian

Twitter crashed under the sheer volume of messages, and Google traffic jumped so dramatically that the company thought it was under attack from hackers.

But on the Guardian website, (which remains Britain’s most-visited newspaper website, with 27,194,840 unique visitors in May, according to the latest figures), the news of Michael Jackson’s death made only number three on its ‘Most Viewed’ chart for the seven days ending on Monday 29 June, which includes the weekend when Jackson died.

The most viewed? The USA v Brazil confederations cup final live-as-it-happened commentary, believe it or not. Even more remarkably, an arts diary poll on whether it is time to return the Parthenon Marbles to Greece came in at number two.

The poll, which drew 380,000 viewers and 130,000 voters, yielded an Albania-under-Enver Hoxha style result, with 94.8 per cent in favour of their return and 5.2 per cent against – which suggested something of a fix.

And so it proved. Forty thousand came to the poll via various Facebook campaigns; 6,000 more came from a single email circular. Half of those who voted came from Athens, which normally accounts for 0.4 per cent of Guardian website traffic.

Not that the Guardian minded; it’s all grist to its online advertising mill. By July the cricket was dominating its ‘Most Viewed’ charts. There was room, however, for one Jacko story, a classic of its kind: ‘Paul McCartney "not devastated" over Michael Jackson will.’

Would 'Gotcha!' have been the best tweet ever?

Nice 1 April story about the Guardian going over entirely to Twitter ('OMG Hitler invades Poland' etc). I hear the Sun considered the idea but turned it down: WTF do you do with 140 characters?

Spot the difference

‘Tories poll lead cut to five points as voters turn back to Labour,’ the Guardian headline declared just before Christmas. ‘Labour has cut sharply into the Conservatives’ lead as voters turn to the government to protect them from the economic storm, according to a new Guardian/ICM poll … Today’s poll is in line with other recent surveys, making it clear that the opposition has crashed back to reality after a triumphant summer, and David Cameron is not seen as the man to revive the economy,’ it reported.

Seven days later, in the same paper: another poll, another headline. ‘End of the “Brown bounce?” New poll puts Tories five points ahead of Labour,’ this one pronounced. ‘Poll suggests that David Cameron would win a huge majority at a general election …’

Apart from the fact that the second poll was carried out by ComRes for the Independent, it’s hard to spot any difference between the two. The first poll had the Tories on 38%, Labour on 33% and the Lib Dems on 19%; the second saw the Tories on 39%, Labour 34% and the Lib Dems 16%.

We all know a week is a long time in politics, but from Conservative crash to Cameron landslide without any intervening change in voting intentions is as clear an indication as any of why it’s best not to look for too much insight in the froth of opinion poll punditry.