presentation 260118901 think! motorbikes 2013 v2...ads digital ads radio ads (3 new executions)...
TRANSCRIPT
THINK! Motorbikes presentation© TNS July 2013
THINK! Motorbikes presentationJuly 2013
THINK! Motorbikes presentation© TNS July 2013
Contents
2
1Campaign background 4
2Overview of key findings 8
3Campaign awareness 10
4Campaign communication 20
5Vulnerability of motorcyclists 28
6Cause and responsibility for motorcycle accidents
31
7Driver awareness of motorcyclists while driving
35
8Precautions taken to avoid accidents 42
9Insight and Recommendations 47
THINK! Motorbikes presentation© TNS July 2013
Agenda
3
Cause and responsibility for motorcycle accidents
Insight and Recommendations
Precautions taken to avoid accidents
Driver awareness of motorcyclists while driving
Vulnerability of motorcyclists
Campaign communication
Campaign awareness
Campaign background
Overview of key findings
THINK! Motorbikes presentation© TNS July 2013
1Campaign background
THINK! Motorbikes presentation© TNS July 2013
Background
5
1st March – 25th May 2013
Younger drivers campaign:
11th – 31st March (radio and VOD)
Habitual drivers campaign:
1st April – 25th May (radio, petrol
stations)
Maintain agreement amongst drivers with the statement that ‘I always look out for motorcyclists when driving’
Increase agreement amongstdrivers with the statements: ‘The advert has prompted
me to take more notice of the people riding motorcycles’
‘The advertising makes me feel more empathy towards motorcyclists’
Fieldwork dates:22nd May – 4th June
Face to face omnibus
1,985 motorists interviewed (including 152 young motorists aged 16-24)
KPISCampaign timings Research
Context
‘Named Riders’ launched in 2010; heavyweight TV-led
Second radio-led Named Riders campaign ran June-July 2011; with a TV-led campaign in March 2012. The May 2013 campaign burst was again radio led
THINK! Motorbikes presentation© TNS July 2013
Advertising used in 2013: Named Rider but with more hard hitting messages
Petrol station ads Digital ads
Radio ads (3 new executions)
Initially targeted at young drivers at relatively low weight (11th – 31st
Mar)
Then targeted at all drivers (all ads) at heavy weight between 1st
Apr – 18th May
‘Named Rider’ TV given a new voiceover and used as TV pre-rolls and video display
Media bought to specifically target 17-24 year olds
New advert created for 2013
THINK! Motorbikes presentation© TNS July 2013
Campaign mix and spend over time
7
Spend (£)
ActivityApril 09
Final ‘How close’
April 10 July 11 Apr 12 May 13
TV 1,094,497 873,804 704,029
Poster/ Outdoor 135,300 171,843
Radio 399,362 257,052 275,649 203,821 627,222
Online including Video on Demand 162,937 239,732 105,008
Petrol station 59,280 54,600 138,144
Cinema 100,199
Total media 1,629,159 1,565,835 574,661 962,450 870,374
NOTE: Net media, including all fees ex ad agency commission. All figures exclude Radio CM.
Named Rider
THINK! Motorbikes presentation© TNS July 2013
2Overview of key findings
THINK! Motorbikes presentation© TNS July 2013
Overview of key findings
9
1
Petrol station ad awareness not as high as previously and relatively high confusion2
Overall ROI not as good as TV led campaigns or previous radio led3
Decrease over time on perceived vulnerability of motorcyclists – displaced by cyclists?4
Limited evidence of impact on behaviours, but are the measures sensitive enough?5
Radio ad performs well in terms of recognition and better response to new radio creative
THINK! Motorbikes presentation© TNS July 2013
3Campaign awareness
THINK! Motorbikes presentation© TNS July 2013 11
% seen/ heard something in a campaign source
Q: Can I just check, have you seen or heard any advertising or publicity about road safety in relation to motorcyclists in any of these ways?Base: All motorists/ Young motorists 16-24
Apr 09
Apr 10
May 13
Apr 12
Jul 11
Media:
May 13 cutting through higher amongst 16-24s than previous radio led campaign
Campaign: ‘Named rider’‘How Close’
78
71
14
60
14
77
86
16
70
22
Allmotorists
Motorists16-24
THINK! Motorbikes presentation© TNS July 2013 12
% seen/ heard something in a campaign source
Q: Can I just check, have you seen or heard any advertising or publicity about road safety in relation to motorcyclists in any of these ways?Base: All motorists/ Young motorists 16-24
Apr 09
Apr 10
May 13
Apr 12
Jul 11
Media:
Including those who say they have seen a TV ad...
Campaign: ‘Named rider’‘How Close’
78
71
59 60 57
77
86
6470 73
Allmotorists
Motorists16-24
THINK! Motorbikes presentation© TNS July 2013
9% You didn’t see when…but you didn’t see them at the junction
13
Q: You said you remember seeing or hearing advertising about road safety in relation to motorcyclists. Please tell me everything that you remember about the advertising.Base: All motorists who recall hearing advertising from a campaign source (277)
Spontaneous recall of advertising included clear messages from the latest campaign ads
15% Think bike, think biker
11% Think once, think twice, think bike
9% Need to look twice
9% Be more vigilant/ Look out for bikes
Spontaneous recall of motorcycle advertising
50% Any mention that can be attributed to a current campaign ad
Most frequent mentions:
THINK! Motorbikes presentation© TNS July 2013 14
Q: Have you heard this ad, or a similar ad on the radio before? (Prompted recognition) Base: All motorists
Recognition of radio ad higher than for any previous burst
Apr 09
Apr 10
May 13
Apr 12
Jul 11
Campaign: ‘Named rider’‘How Close’
Spend (£): 399k 257k 276k 204k 627k
% Yes - Have heard radio ad or similar
All motorists31
24 2618
37
TV/ radio led:
THINK! Motorbikes presentation© TNS July 2013 15
% Yes - Have heard radio ad or similar
Q: Have you heard this ad, or a similar ad on the radio before? (Prompted recognition) Base: All motorists/ / Young motorists 16-24
Apr 09
Apr 10
May 13
Apr 12
Jul 11
Young motorists more likely to have heard the radio ad unlike when the campaign is TV led
Campaign: ‘Named rider’‘How Close’
3124
2618
37
37
20
37
20
48Allmotorists
Motorists16-24
Spend (£): 399k 257k 276k 204k 627k
TV/ radio led:
THINK! Motorbikes presentation© TNS July 2013 16
% Yes – Have seen petrol station ad
Q: Have you seen this ad or something similar to it at a petrol station recently? (Prompted recognition) Base: All motorists/ / Young motorists 16-24
May 13
Apr 12
Jul 11
Recognition of new petrol station creative lower than previously despite higher spend
Spend (£): 59k 55k 138k
4337
20
5245
29
Allmotorists
Motorists16-24
THINK! Motorbikes presentation© TNS July 2013 17
Q: You said you remember seeing or hearing advertising about road safety in relation to motorcyclists. Please tell me everything that you remember about the advertising.Base: All motorists
Lower ROI in 2013 in terms of overall ad recognition
Apr 09
Apr 10
May 13
Apr 12
Jul 11
Campaign: ‘Named rider’‘How Close’
Spend (£): 1.63m 1.57m 424k 962k 765k
% recognising at least one of the ads
All motorists
Ads shown :
*Figures exclude Video on Demand
91
6757
70
48
THINK! Motorbikes presentation© TNS July 2013 18
% recognising at least one of the ads
Q: Have you seen this TV ad recently/these press or poster adverts/heard this ad, or a similar ad on the radio before?/seen this online ad recently? / seen this ad or something similar to it at a petrol station recently? (Prompted recognition) Base: All motorists/ Young motorists 16-24
Apr 09
Apr 10
May 13
Apr 12
Jul 11
Ads shown :
Young motorists more likely than all motorists to have seen an advert in May 2013
Campaign: ‘Named rider’‘How Close’
91
6757
70
48
92
75 73
6861
Allmotorists
Motorists16-24
THINK! Motorbikes presentation© TNS July 2013
61 55 6153 55
4558
45
2326 20
26 28
31
2534
11 13 137
1014
1110
4 4 49
5 9 46
1 2 2 5 1 2 3 Agreestrongly
Agree slightly
Neither agreeor disagree
Disagreeslightly
Disagreestrongly
19
Q: To what extent do you agree or disagree with each of the following statements?Base: All drivers (car/van)/ Young drivers 16-24
Belief that there is too much road safety advertising remains low but is higher among young drivers
There is too much advertising about road safety
All motorists
Apr 12 May 13
Agree: 6 1065
%
Motorists 16-24
Jul 11Jun 11
96 146
All motorists Motorists 16-24
All motorists Motorists 16-24
All motorists Motorists 16-24
THINK! Motorbikes presentation© TNS July 2013
4Campaign communication
THINK! Motorbikes presentation© TNS July 2013 21
Q: What do you think was the main message of the radio ad which I have just played to you? Base: All motorists
Main message of radio ad is understood
28% Look out for bikes
10% Be more aware of motorbikes7% Awareness
7% Drive carefully
5% Think Bike/ think about bikes
5% Pay more attention
5% Look twice for bikes
11% Motorbikes at junctions
5% Think of impact on families
4% Consideration/ be careful
3% Take more time to look for bikes
THINK! Motorbikes presentation© TNS July 2013 22
Q: What do you think was the main message of the advert which I have just shown you?Base: All motorists
Less specific main message take out for the petrol station ad
21% Look out for bikes
6%
5% Awareness
4% Think
13% Think Bike
4% Drive carefully
3% Consideration/ be careful
3% Motorbikes at junctions
Be more aware of motorbikes
3% Take more time to look for bikes
THINK! Motorbikes presentation© TNS July 2013
New radio creative less confusing and irritating than previous
23
31
14
5
8
2
2
19
11
4
10
16
35
15
8
5
6
12
May-13
Apr-12
Jul-11
Q: Here are some things that other people have said about the ad that I have just played you. Which of these do YOU personally feel about the advert? Please mention all that you agree with.Base: All motorists/ Young motorists 16-24
%
24
11
5
5
2
2
19
11
5
9
14
26
11
4
4
7
15
May-13
Apr-12
Jul-11
Motorists 16-24All motorists
Sticks in my mind
Aimed at people like me
Sort of ad I would talk about with other people
Told me something new
Found it irritating
Found it confusing
*
*
*
*
*
*
THINK! Motorbikes presentation© TNS July 2013
New radio creative has increased salience of the importanceof looking out for motorcyclists
24
39
27
25
21
17
19
14
33
19
16
16
15
15
24
14
17
12
11
May-13
Apr-12
Jul-11
Q: Here are some things that other people have said about the ad that I have just played you. Which of these do YOU personally feel about the advert? Please mention all that you agree with.Base: All motorists/ Young motorists 16-24
%
36
21
21
19
17
15
11
31
16
12
17
13
14
14
14
14
8
12
May-13
Apr-12
Jul-11
Drivers 16-24All drivers
Reminds me of the importance of looking out for motorcyclists
Made me think I should take longer to look for motorcyclists
Made me consider the impact on the friends and family of a victim of a motorbike accident
Made me think about my own driving
Prompted me to take more notice of people riding motorcycles KPI (increase)
Made me drive more carefully
Made me feel more empathy towards motorcyclists KPI (increase)
*
*
*
*
*indicates statistical significance at 95%
THINK! Motorbikes presentation© TNS July 2013
Radio communication among campaign recognisers
25
32
11
7
5
2
2
May-13
Q: Here are some things that other people have said about the ad that I have just played you. Which of these do YOU personally feel about the advert? Please mention all that you agree with.Base: All campaign recognisers
% campaign recognisers
Sticks in my mind
Aimed at people like me
Sort of ad I would talk about with other people
Told me something new
Found it irritating
Found it confusing
THINK! Motorbikes presentation© TNS July 2013
Radio communication among campaign recognisers
26
Q: Here are some things that other people have said about the ad that I have just played you. Which of these do YOU personally feel about the advert? Please mention all that you agree with.Base: All campaign recognisers
% campaign recognisers
39
24
25
20
19
17
13May-13
Reminds me of the importance of looking out for motorcyclists
Made me think I should take longer to look for motorcyclists
Made me consider the impact on the friends and family of a victim of a motorbike accident
Made me think about my own driving
Prompted me to take more notice of people riding motorcycles KPI (increase)
Made me drive more carefully
Made me feel more empathy towards motorcyclists KPI (increase)
THINK! Motorbikes presentation© TNS July 2013
21
12
9
5
2
1
25
11
13
7
1
27
11
7
6
2
1
Sticks in my mind
Aimed at people like me
Found it confusing
Sort of ad I would talk aboutwith other people
Found it irritating
Told me something newAll motorists
Motorists 16-24
Campaignrecognisers
27
Q: Here are some things that other people have said about the ad that I have just played you. Which of these do YOU personally feel about the advert? Please mention all that you agree with. Base: All motorists/ Young motorists 16-24/ Campaign recognisers
Similar levels of impact for the petrol station screen ad but quite high level of confusion
%
THINK! Motorbikes presentation© TNS July 2013
45
18
17
14
13
4
3
46
21
21
16
13
6
2
50
20
20
17
15
5
4
Reminds me of the importanceof looking out for motorcyclists
Made me think about my owndriving
Made me think I should takelonger to look for motorcyclists
Made me drive more carefully
Prompted me to take morenotice of people riding
motorcycles
Made me consider the impacton the friends and family of avictim of a motorbike accident
Made me feel more empathytowards motorcyclists
All motorists
Motorists 16-24
Campaignrecognisers
28
Q: Here are some things that other people have said about the ad that I have just played you. Which of these do YOU personally feel about the advert? Please mention all that you agree with. Base: All motorists/ Young motorists 16-24/ Campaign recognisers
Lower levels of empathy and considering the impact than for radio
%
THINK! Motorbikes presentation© TNS July 2013 29
Q: Here are some statements that other people have used to describe the message in the ads that ’30 bikers are killed or injured every day at junctions’. For each one, please say how much you agree or disagreeBase: All motorists/Young motorists 16-24
’30 bikers’ message found to be credible with most finding it believable but not necessarily surprising
1618261
1120
98
34
13
14
2425
910
3724
4233
4433
23232329
4452
Agreestrongly
Agree slightly
Neither agreeor disagree
Disagreeslightly
Disagreestrongly
30 bikers are killed or injured every day at junctions
All motorists All motorists All motoristsMotorists 16-24
Motorists 16-24
Motorists 16-24
SurprisingInterestingBelievable
Agree: 85 88 61 65 47 59
%
THINK! Motorbikes presentation© TNS July 2013
5Vulnerability of motorcyclists
THINK! Motorbikes presentation© TNS July 2013 31
Q: Which groups of road users do you think are the most vulnerable?/ Which of these groups of road users do you think are the most vulnerable? Base: All motorists/ Young motorists 16-24
3
1
7
2
8
3
20
30
37
2
3
4
5
7
8
10
31
48
New drivers
Young drivers
Bikes
Children
Young people
Pedestrians
Elderly
Motorcyclists
Cyclists
Motorcyclists are top of mind when thinking about which road users are vulnerable
3
8
20
54
52
65
2
4
16
53
54
73
Van drivers
Car drivers
Adult pedestrians
Motorcyclists
Children
Cyclists
All motorists
Motorists 16-24
Spontaneous Prompted%
THINK! Motorbikes presentation© TNS July 2013
65 6963 65 62
55
48 4553
41 44 41
Alldrivers
Drivers16-24
32
% agree strongly
Q: To what extent do you agree or disagree with each of the following statements?Base: All drivers (car/van)/ Young drivers 16-24
Apr 10
May 13
Apr 12
Jul 11
Decline over time in strong belief that motorcyclists are more vulnerable
Motorcyclists are more vulnerable in every day driving situations than other drivers on the road
Feb 10
Jun 11
THINK! Motorbikes presentation© TNS July 2013
6Cause and responsibility for motorcycle accidents
THINK! Motorbikes presentation© TNS July 2013 34
Q: What would you say is the most common cause of motorcycle accidents?Base: All drivers (car/van)
Spontaneously, the most common cause of motorcycle accidents thought to be speeding (no detail) and speeding motorcyclists
Max.
2013
Min.
Car drivers not looking
Car driver not seeing
bikes/ bikes hard to see
24
Speeding Speeding motorcyclists
22
13 12
7
21
10
Overtaking/ undertaking
Bikes weaving in and out of
traffic
Car drivers pulling out at junctions
21
97
16
11
65
1816
11
5 46
5
%
THINK! Motorbikes presentation© TNS July 2013
7
21
4
5
13
17
24
10
16
6
9
13
19
18
7
14
7
9
11
19
22
6
16
5
10
13
22
21
4
12
6
12
12
21
18
6
11
5
8
13
17
19
5
6
7
9
11
16
21
Bike weaving in and out oftraffic
Car driver not seeing bikes/Motorbikes hard to see
Drivers / cars pulling out atjunctions
Overtaking / undertaking
Car driver/people not looking
Speeding motorcyclists
Speeding/speed (no detail bywhom)
Post 'Named Rider' campaign (May 13)Post 'Named Rider' campaign (Apr 12)
Post 'Named Rider' campaign (Jul 11)
Pre 'Named Rider' campaign (Jun 11)Post 'Named Rider' campaign (Apr 10)
Pre 'Named Rider' campaign (Feb 10)
Post 'How Close' campaign (Apr 09)
35
Q: What would you say is the most common cause of motorcycle accidents?Base: All drivers (car/van)
Spontaneous cause of motorcycle accidents (over time)%
THINK! Motorbikes presentation© TNS July 2013 36
Q: Which three of the following statements would you say are the most common causes of motorcycle accidents? Base: All drivers (car/van)
On prompting, most common reasons were car drivers pulling in front at a junction and not noticing motorcycles trying to overtake
Max.
2013
Min.
Loses control because travelling too fast
Overtakes when can’t
see oncoming
traffic
63
Pulls out in front of a
motorcycle at a
junction
Doesn’t notice a
motorcycle trying to overtake
5954
42
25 2328
13
Doesn’t see motorcyclist
clearly because rider
is wearing dark colours
Doesn’t leave
enough room for
motorcyclist
Loses control
because of road
surface
Isn’t concentrating
on car in front
55
3944
50
24 2319
12
5147
44
34
20 19 19
11
% Top three responses
THINK! Motorbikes presentation© TNS July 2013
11
24
21
0
40
52
57
11
27
22
0
42
52
56
12
28
22
0
40
54
59
11
23
22
20
36
52
48
11
22
19
25
34
49
47
13
22
23
24
34
47
50
12
19
23
24
39
44
50
Motorcyclist isn't concentratingon car in front
Motorcyclist loses controlbecause of road surface
Car driver doesn't leave enoughroom for motorcyclist
A car driver doesn’t see the motorcyclist clearly because the
rider is wearing dark colours (New in Jun 11)
A motorcyclist overtakes whenthey can't see oncoming traffic
Motorcyclist loses controlbecause travelling too fast
Car driver doesn't noticemotorcycle trying to overtake
Post 'Named Rider' campaign (May 13)Post 'Named Rider' campaign (Apr 12)
Post 'Named Rider' campaign (Jul 11)
Pre 'Named Rider' campaign (Jun 11)Post 'Named Rider' campaign (Apr 10)
Pre 'Named Rider' campaign (Feb 10)
Post 'How Close' campaign (Apr 09)
37
Q: What would you say is the most common cause of motorcycle accidents?Base: All drivers (car/van)
Prompted cause of motorcycle accidents (over time)%
THINK! Motorbikes presentation© TNS July 2013
60
62 6369 68 71 72
67
5954
7164
71 67 Allmotorists
Motorists16-24
38
Q: A high number of road accidents happen which involve motorcyclists. Where do you feel responsibility for reducing these accidents lies?Base: All motorists/ Young motorists 16-24
Apr 09
Apr 10
May 13
Apr 12
Jul 11
Increase over time in belief that motorbike accidents are equally the responsibility of car drivers and motorcyclists
% equally the responsibility of car drivers and motorcyclists
THINK! Motorbikes presentation© TNS July 2013
2
4
15
60
12
5
1
1
5
16
62
10
4
1
2
5
14
63
10
5
1
3
4
11
69
6
4
2
4
5
9
68
6
4
2
2
5
8
72
5
6
1
3
4
9
72
6
4
2
7 - Completely motorcyclists' responsibility
6
5
4 - Equally the responsibility of car drivers andmotorcyclists
3
2
1 - Completely car drivers' responsibility
Post 'Named Rider' campaign (May 13)Post 'Named Rider' campaign (Apr 12)
Post 'Named Rider' campaign (Jul 11)
Pre 'Named Rider' campaign (Jun 11)Post 'Named Rider' campaign (Apr 10)
Pre 'Named Rider' campaign (Feb 10)
Post 'How Close' campaign (Apr 09)
39
Q: A high number of road accidents happen which involve motorcyclists. Where do you feel responsibility for reducing these accidents lies?Base: All drivers (car/van)
Increase over time in belief that motorbike accidents are equally the responsibility of car drivers and motorcyclists
%
THINK! Motorbikes presentation© TNS July 2013
7Driver awareness of motorcyclists while driving
THINK! Motorbikes presentation© TNS July 2013
No change over time in proportions agreeing
41
When I see a motorcycleI think about the person
riding it
30% agree strongly
When driving, I often worry about failing to notice a motorcyclist and hitting
them
22% agree strongly
Although I know motorcyclists are human beings too, I sometimes
forget to pay extra attention to look out for them while
driving
38% disagree strongly
Although I know motorcyclists are human beings too, I sometimes
forget this and only see the bike
35% disagree strongly
Because of the way they ride, it can be easy to not
notice motorcyclists
22% agree strongly
Q: To what extent do you agree or disagree with each of the following statements?Base: All drivers (car/van)
THINK! Motorbikes presentation© TNS July 2013
26 28 29
28
29 30
25
1123
29
25 28
Alldrivers
Drivers16-24
42
Q: To what extent do you agree or disagree with each of the following statements?Base: All drivers (car/van)/ Young drivers 16-24
No increase over time in strong agreement that they think about the person riding the motorcycle
% agree strongly
When I see a motorcycle I think about the person riding it
Apr 10
May 13
Apr 12
Jul 11
Feb 10
Jun 11
THINK! Motorbikes presentation© TNS July 2013 43
Q: To what extent do you agree or disagree with each of the following statements?Base: All drivers (car/van)/ Young drivers 16-24
No increase over time in strong agreement that they think about the person riding the motorcycle
When I see a motorcycle I think about the person riding it
30
29
29
29
28
26
29
30
25
28
29
25
19
19
19
18
21
26
14
15
17
14
14
12
8
8
10
11
8
10
Agree Strongly Agree slightly Neither agree nor disagree Disagree slightly Disagree strongly
*
Feb 10
Apr 10
Jun 11
Jul 11
Apr 12
May 13
THINK! Motorbikes presentation© TNS July 2013
1924
22
23 19 22
15 17
25
18 19 21
Alldrivers
Drivers16-24
44
Q: To what extent do you agree or disagree with each of the following statements?Base: All drivers (car/van)/ Young drivers 16-24
No increase over time in worry about failing to notice a motorcyclist
% agree strongly
When driving, I often worry about failing to notice a motorcyclist and hitting them
Apr 10
May 13
Apr 12
Jul 11
Feb 10
Jun 11
THINK! Motorbikes presentation© TNS July 2013
22
19
22
22
24
19
30
36
29
27
33
33
18
17
16
17
17
22
17
18
19
19
15
14
13
10
13
14
11
11
Agree Strongly Agree slightly Neither agree nor disagree Disagree slightly Disagree strongly
45
Q: To what extent do you agree or disagree with each of the following statements?Base: All drivers (car/van)/ Young drivers 16-24
No increase over time in worry about failing to notice a motorcyclist
When driving, I often worry about failing to notice a motorcyclist and hitting them
Feb 10
Apr 10
Jun 11
Jul 11
Apr 12
May 13
THINK! Motorbikes presentation© TNS July 2013
34 354137
3238
3025 27
3324
30
Alldrivers
Drivers16-24
46
Q: To what extent do you agree or disagree with each of the following statements?Base: All drivers (car/van)/ Young drivers 16-24
No change in proportion admitting that they forget to pay extra attention to look out for motorcyclists
% disagree strongly
Although I know motorcyclists are human beings too, I sometimes forget to pay extra attention to look out for them while driving
Apr 10
May 13
Apr 12
Jul 11
Feb 10
Jun 11
THINK! Motorbikes presentation© TNS July 2013
6
6
5
5
6
6
21
22
21
21
23
25
11
13
14
12
12
14
24
27
23
21
23
22
38
32
37
41
35
34
Agree Strongly Agree slightly Neither agree nor disagree Disagree slightly Disagree strongly
Feb 10
Apr 10
Jun 11
Jul 11
Apr 12
May 13
47
Q: To what extent do you agree or disagree with each of the following statements?Base: All drivers (car/van)/ Young drivers 16-24
No change in proportion admitting that they forget to pay extra attention to look out for motorcyclists
Although I know motorcyclists are human beings too, I sometimes forget to pay extra attention to look out for them while driving
THINK! Motorbikes presentation© TNS July 2013
33
33 35 32 293535
2231 30
19
30
Alldrivers
Drivers16-24
48
Q: To what extent do you agree or disagree with each of the following statements?Base: All drivers (car/van)/ Young drivers 16-24
No change in those admitting that they forget that motorcyclists are people and only see the bike
% disagree strongly
Although I know motorcyclists are human beings too, I sometimes forget this and only see the bike
Apr 10
May 13
Apr 12
Jul 11
Feb 10
Jun 11
THINK! Motorbikes presentation© TNS July 2013
8
9
10
8
10
8
18
22
20
19
21
20
15
15
16
15
14
20
23
25
22
23
21
19
35
29
32
35
33
33
Agree Strongly Agree slightly Neither agree nor disagree Disagree slightly Disagree strongly
49
Q: To what extent do you agree or disagree with each of the following statements?Base: All drivers (car/van)/ Young drivers 16-24
No change in those admitting that they forget that motorcyclists are people and only see the bike
Although I know motorcyclists are human beings too, I sometimes forget this and only see the bike
Feb 10
Apr 10
Jun 11
Jul 11
Apr 12
May 13
THINK! Motorbikes presentation© TNS July 2013
9 6 8 7
13 16 14 17
14 12 14 15
4153
39 37
2313
25 24Agreestrongly
Agree slightly
Neither agreeor disagree
Disagreeslightly
Disagreestrongly
50
Q: To what extent do you agree or disagree with each of the following statements?Base: All drivers (car/van)/ Young drivers 16-24
Because of the way they ride, it can be easy to not notice motorcyclists
Because of the way they ride, it can be easy to not notice motorcyclists
All motorists
Apr 12 May 13
Agree: 6064
%
Motorists 16-24
6467
All motorists Motorists 16-24
THINK! Motorbikes presentation© TNS July 2013
8Precautions taken to avoid accidents
THINK! Motorbikes presentation© TNS July 2013
8491 89 91 90 90
7782 84
77 7479
Alldrivers
Drivers16-24
52
Q: How frequently, if at all, do you do each of the following…Base: All drivers (car/van)/ Young drivers 16-24
KPI of maintaining agreement level achieved
% always
Look out for motorcyclists when driving
Apr 10
May 13
Apr 12
Jul 11
Feb 10
Jun 11
THINK! Motorbikes presentation© TNS July 2013
84
87
88
87 88 8986
79
89
83 85 82
Alldrivers
Drivers16-24
53
Q: How frequently, if at all, do you do each of the following…Base: All drivers (car/van)/ Young drivers 16-24
Majority say they always check for motorcyclists when changing lanes on a dual carriageway
% always
Check for motorcyclists when changing lanes on a dual carriageway
Apr 10
May 13
Apr 12
Jul 11
Feb 10
Jun 11
THINK! Motorbikes presentation© TNS July 2013
7883
84
84 84 84
7772
88
80 80 76
Alldrivers
Drivers16-24
54
Q: How frequently, if at all, do you do each of the following…Base: All drivers (car/van)/ Young drivers 16-24
Most say they always check blind spots for motorcyclists when overtaking, but no increase
% always
Check blind spots for motorcyclists when overtaking
Apr 10
May 13
Apr 12
Jul 11
Feb 10
Jun 11
THINK! Motorbikes presentation© TNS July 2013
75 79 80 81 82 82
66 677368 72 69
Alldrivers
Drivers16-24
55
Q: How frequently, if at all, do you do each of the following…Base: All drivers (car/van)/ Young drivers 16-24
Those who always check twice for motorcyclists when pulling out at a junction consistent over time
% always
Check twice for motorcyclists when pulling out at a junction
Apr 10
May 13
Apr 12
Jul 11
Feb 10
Jun 11
THINK! Motorbikes presentation© TNS July 2013
9Insight and Recommendations
THINK! Motorbikes presentation© TNS July 2013
Insight and recommendations
57
Radio ad performs well in terms of recognition and better response to new radio creative Continue to use current creative idea
Petrol station ad awareness not as high as previously and relatively high confusion
Review creative – possibly link to other campaign creatives
Overall ROI not as good as TV led campaigns or previous radio led
Is there potential to reduce spend on radio element?
Decrease over time on vulnerability of motorcyclists – displaced by cyclists? Combined campaign with cyclists?
Limited evidence of impact on behaviours, but are the measures sensitive enough?
Explore alternative ways to measure automatic reactions
RecommendationsResearch insights
THINK! Motorbikes presentation© TNS July 2013
Any questions?
58
THINK! Motorbikes presentation© TNS July 2013
Base Apr 09(post)
Feb 10(pre)
Apr 10(post)
Jun 11(pre)
Jul 11(post)
Apr 12(post)
May 13(post)
All motorists 1,308 1,412 1,294 1,222 1,244 1,134 1,985
All drivers (car/van) 1,293 1,332 1,272 1,209 1,232 1,124 1,971
All motorists 16-24 91 111 103 92 79 77 152
All drivers (car/van) 16-24 85 98 93 87 73 74 145
All motorists who recognise a campaign ad 1,201 N/A 883 N/A 702 794 942
Base sizes
59