RBFF Advertising Tracking Study 2008 Report O c t o b e r 2 0 0 8 Background
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O c t o b e r 2 0 0 8
Recreational Boating & Fishing Foundation (RBFF), an independent, not-for-profit 501 (c) (3) organization, was formed to promote recreational angling and boating, as well as to increase awareness and appreciation of the need for protecting, conserving and restoring the nation’s aquatic resources.
In 2001, the RBFF developed and launched the “Water Works Wonders” advertising campaign, targeted towards men between the ages of 25 and 54 who own fishing tackle and/or a type of boat appropriate for fishing. In 2005, the campaign was re-named “Take Me Fishing”, and females were added to the primary target. The 2008 campaign features print, radio, direct mail and online advertising. The campaign also features an informative website (www.takemefishing.org).
In order to monitor advertising effectiveness, the RBFF has conducted an annual advertising tracking study. This report represents results from the 2008 study.
The purpose of this research study was to measure changes in “brand”/advertising awareness and attitudes/ perceptions over time.
Specifically, the study was designed to monitor:
Levels of awareness, trial and participation of recreational fishing and boating
“Brand” attitudes and perceptions of boating and fishing
Awareness, recall and effect of RBFF’s advertising and marketing communications
Word of mouth
Field work for the study was conducted using an online methodology. All interviewing was conducted on Russell Research’s survey website.
A total of 1,620 interviews were conducted for the 2008 wave as follows:
Occasional 809 568 241
Lapsed 811 562 249
Total 1620 1130 490
Data for the study has been weighted to ensure a 70% male / 30% female representation. Additionally, the sample was distributed by census region as follows:
Midwest 50% of sample
Northeast 12.5% of sample
South 22.5% of sample
West 15% of sample
Interviewing dates were as follows:
Baseline wave was conducted from April 15 – 20, 2008.
Post Wave was conducted from September 3 – 15, 2008.
In order to qualify for study inclusion, respondents were screened to meet the following criteria:
Ages 25 – 54
Do not work in a competitive industry
Annual household income of $50,000 - $150,000
Have Fished 2 or more times as an adult
Extremely, very or somewhat likely to go fishing in the next 12 months
Have fished 1 or 2 times in the past year, but not more than 3 times in the past 2 years
Have not fished in the past two years
Online sample for the study was randomly drawn from Survey Sampling’s SurveySpot online consumer panel. Survey Sampling is recognized as the premier sample provider in the market research industry.
The SurveySpot panel currently has over 2.3 million panel households. The panel members are recruited using a wide variety of online and offline methods, including website registrations, email invitations and RDD telephone recruiting.
For this research study, invitations were emailed to potential respondents targeted by gender, age, annual household income, employment status and geographic location.
As an incentive to participate in the study, each respondent was entered into a monthly drawing with over $10,000 in prizes once the survey was completed.
Results of the 2003-2008 studies may not be comparable to the waves conducted in 2001 and 2002 due to changes in methodology.
In the past, the study was conducted using a random-digit dialing telephone methodology. However, for cost and timing efficiencies, the study was changed to an online methodology.
While we have found that in most consumer research studies telephone and online methodologies are comparable, we do not have empirical evidence which proves that no significant differences exist among this segment (anglers).
In the post-wave, we will include results from previous waves when the data is determined to be comparable.
In 2008, there were significant changes to the occasional and lapsed angler definitions.
Addition of employment and household income restrictions
Geographic distribution has been modified
Future fishing intent added to the occasional anger segment
Additionally, the advertising motivation questions were modified from a 6 to 12 month timeframe.
Due to these changes, there may be significant differences in key metrics when compared to previous years.
Changes made between the 2003 – 2007 waves:
The definition of lapsed anglers was changed prior to the 2005 wave. While the modification was minor, it may account for some potential behavioral and attitudinal differences from previous years.
Prior to the 2006 study, four attributes were merged to the main list. This may potentially have affected the comparability of these attitudinal statements to previous waves.
“TMF” Awareness - National
Total 24% 26%
Occasional 24% 28%
Lapsed 24% 23%
“TMF” Awareness – 30 Key States
Total 23% 27%
Occasional 22% 28%
Lapsed 23% 25%
Campaign Motivation - Fishing
Total 50% 55%
Occasional 56% 60%
Lapsed 43% 50%
Campaign Motivation – Fishing License Purchase
Total 45% 51%
Occasional 52% 52%
Lapsed 39% 49%
Total 44% 49%
Occasional 48% 53%
Lapsed 40% 46%
Total 51% 57%
Occasional 55% 59%
Lapsed 48% 56%
Total 71% 72%
Occasional 76% 74%
Lapsed 65% 71%
Total 56% 62%
Occasional 61% 64%
Lapsed 51% 58%
Total 36% 41%
Occasional 42% 45%
Lapsed 30% 37%