It is interesting to look at the details and see who the (news) 'media' are in this case. Going through the details, I find 1 instance (under Kemp) of the BBC, and everyone else is the 'usual suspects', the Telegraph , the Mail , GB News , the Sun , the Times , and so forth. The Guardian is only mentioned in context of exposing these conflicts of interests; and whilst I am surprised to find LBC and Nation Cymru as no…
The survey excluded veterans with no commercial ties. Maybe those publications not mentioned used them instead.
If (say) they threw out 967 to leave those 33, then one possible explanation that that leaves the door open for is that journalists are so used to there being no conflict of interest, it being the case the majority of the time, that they don't check in the minority of cases where there is.
I suspect that they didn't throw out anywhere near as many as that, though. But, still, I would have liked to have been told the figure.