It goes beyond that. Anyone ever read the late Christopher Hitchens', "No One Left To Lie To?"
He nailed it when he said people who PAY for the poll get the results they want. And since news organizations are typically the largest consumers of polling data it would certainly stand to reason that it is in the best interest of the media to SHAPE--not report, SHAPE--the news and help their ratings (and agenda) by putting out polls like these sold as gospel truth.