THINK! Motorbikes presentation November 2014 - THINK! Motorbikes presentation
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THINK! Motorbikes presentation
November 2014
THINK! Motorbikes presentation
© TNS November 2014
THINK! 2014 Motorcycling campaign
Campaign objectives
Contribute to a reduction in motorcyclist KSIs resulting from multi vehicle
collisions at junctions and motorcyclist loss of control accidents
Two-pronged approach:
1. Drivers 2. Riders
• Maintain awareness main • Increase motorcyclists’
cause of motorcyclist knowledge and use of defensive
casualties are driver ‘fail to riding skills
look accidents’
• Increase rider’s awareness of
• Maintain awareness of
and consideration of taking
motorcyclists by making
further training
drivers think more about the
person riding the bike
Audience
Riders
Drivers
• All drivers with a specific • Primary: Male ‘hobbyist’
focus on males aged 17-34 riders aged 35-54 years
years
• Secondary: Male riders
aged 27-34 years
Drivers ‘Didn’t See’ Radio adverts • Son • Daughter • Husband
Riders
Never too goodNever too good - Results YouTube Facebook Trailer – 39,764 views Total Reach = 6,964,100 Episode 1 – 80,774 views Total Likes/Comments/Shares = 44,400 Episode 2 – 160,922 views Total Post Clicks = 110,800 Episode 3 – 127,181 views Episode 4 – 57,436 views TOTAL = 466,077 views
Facebook comments
This has persuaded me to go out
Ginny Santer Real good stuff! Not the usual
Neil Smith
and do some advanced training on my bike emphasise on going slowly but about going
sooner rather than later. I did it in my car and safely and still enjoying a ride out
benefitted from it. Now it's time to do it on my
bike too.
I would love to watch this on tv guys!
Tony Cole
really well put together
Just had a look at the iam website
Graeme Mccolm
and if you join up you get Personal Rac
David Stephenson sign me up please
cover too.
I could be interested in this, just
Andy Shepherd Rick TroopFantastic. Loved watching these short
returned to bikes at the age of 50 films. Only wish they where longer. I pass my
bike test this summer too at the age of 54
having not ridden a bike for 37 years and that
was a 50cc so I have learnt so much. Think I
will be doing advanced riding in the spring.Agenda
Campaign background
Drivers: Key findings Riders: Key findings
Campaign awareness Campaign awareness
Campaign communication Campaign communication
Cause and responsibility for
Vulnerability of motorcyclists
motorcycle accidents
Cause and responsibility for Precautions taken to avoid
motorcycle accidents accidents
Awareness of motorcyclists while
Further training
driving and precautions taken
Insight and Recommendations
THINK! Motorbikes presentation
© TNS November 2014 41
Campaign background
THINK! Motorbikes presentation
© TNS November 2014Campaign background
Campaign objectives Timings Target audience Research
Maintaining awareness that the Drivers campaign All drivers with focus on Face to face omnibus
main cause are driver ‘fail to look’ July – Aug 2014 males 17-34 (most likely to – all motorists
accidents at junctions. be involved in a ‘failed to (610)
Maintaining awareness of look’ accident) Post: 20 -26 Aug 14
motorcyclists by making drivers
think more about the person riding
the motorcycle
To increase motorcyclists’ Riders campaign Male ‘hobbyist’ riders 35-54 Online panel – riders
knowledge and use of defensive Sept – Oct 2014 Passionate about biking of 500cc+ bikes
riding skills and encourage them to and active within biking (500)
undertake further training and digital communities Pre: 8 -12 Sept 14
Highest fatality group Post: 16 - 20 Oct 14
Ride more powerful bikes
on faster rural roads
May be returning to biking
and/or may have had very
little formal training
beyond passing their test
THINK! Motorbikes presentation
© TNS November 2014 6Advertising used in 2014
Drivers: Didn’t see Riders: Never too good
Online video
Radio ads (Facebook, TrueView and MCN)
Riding defensively makes you less vulnerable.
Further training can improve your defensive
The main cause of motorcyclist casualties are riding skills and reduce your risk of having an
drivers failing to look properly at junctions accident
Under every rider’s helmet there’s a person Further skills training can improve your ride
who’s someone’s son, husband or daughter No matter how good or experienced you are,
Imagine what it would feel like to be there is always more to learn
responsible for the death of a motorcyclist There is a training package to suit everyone
THINK! take longer to look for bikes Further training is enjoyable
People like you / people you admire have taken
further training and benefitted from it
THINK! Motorbikes presentation
© TNS November 2014 7Campaign mix and spend over time
Spend (£)
April 09 April 10 July 11 Apr 12 May 13 Aug 14 Oct 14
Activity Final ‘How
Named Rider
close’
TV 1,094,497 873,804 704,029
Poster/ Outdoor 135,300 171,843
Radio 399,362 257,052 275,649 203,821 627,222 319,069
Online including
162,937 239,732 105,008 61,807
Video on Demand
Petrol station 59,280 54,600 138,144
Cinema 100,199
Total media 1,629,159 1,565,835 574,661 962,450 870,374 319,069 61,807
NOTE: Net media, including all fees ex ad agency commission. All figures exclude Radio CM.
THINK! Motorbikes presentation
© TNS November 2014 82
Drivers: Overview of key findings
THINK! Motorbikes presentation
© TNS November 2014Drivers: Overview of key findings
Radio ad performs well in terms of recognition, compared with previous
1 higher spend bursts
Awareness maintained that drivers pulling out in front of bikes is the most
2 common cause of motorcyclist casualties (KPI), but perceived vulnerability
of motorcyclists among motorists continues to fall
Agreement that ‘when I see a motorcycle I think about the person riding it’
3 has been maintained (KPI)
4 Limited evidence of impact on behaviours
THINK! Motorbikes presentation
© TNS November 2014 103
Drivers: Campaign awareness
THINK! Motorbikes presentation
© TNS November 2014Despite lower spend and fewer sources, awareness of motorbike
activity on a par with last year for key target
% seen/ heard something in a campaign source
78 78
68
76
71
All motorists
60
Male motorists
20 23 22 16-34
14 14 8
Apr Apr Jul Apr May Sept
09 10 11 12 13 14
Campaign: ‘How Close’ ‘Named rider’
Media:
Q9. 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/ Male motorists 16-34
THINK! Motorbikes presentation
© TNS November 2014Spontaneous recall of advertising included clear messages from
the radio ads
Spontaneous recall of
motorcycle advertising
Any mention that can be attributed to
59% a current campaign ad
Most frequent mentions:
23% Think bike, think biker
12% A car driver pulls out at junction not seeing
bike/collides with bike
12% Look twice
11% Be careful/look out for bikes
9% Think bike/ think once, think twice,
think bike
Q10. 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 (72)
THINK! Motorbikes presentation
© TNS November 2014 12Recognition of radio ad similar to 2013 level despite
lower spend
% Yes - Have heard radio ad or similar
37 39 All
motorists
31
24 26
18
Apr Apr Jul Apr May Sept
09 10 11 12 13 14
Campaign: ‘How Close’ ‘Named rider’
Spend (£): 399k 257k 276k 204k 627k 319k
TV/ radio led:
Q17. Have you heard this ad, or a similar ad on the radio before? (Prompted recognition)
Base: All motorists
THINK! Motorbikes presentation
© TNS November 2014 13Male motorists aged 16-34 more likely to have heard the
radio ad
% Yes - Have heard radio ad or similar
53
49
43 All motorists
33
28 27
37 39 Male motorists
31 16-34
24 26
18
Apr Apr Jul Apr May Sept
09 10 11 12 13 14
Campaign: ‘How Close’ ‘Named rider’
Spend (£): 399k 257k 276k 204k 627k 319kk
TV/ radio led:
Q17: Have you heard this ad, or a similar ad on the radio before? (Prompted recognition)
Base: All motorists/ Male motorists 16-34
THINK! Motorbikes presentation
© TNS November 2014 14Belief that there is too much road safety advertising remains low
%
There is too much advertising about road safety
Jun 11 Jul 11 Apr 12 May 13 Sep 14
Agree: 5 6 6 6 5
41 2 1 2 2
4 5 4 3
11 13 10 11 11
Agree strongly
23 23 Agree slightly
20 28 25
Neither agree
nor disagree
Disagree slightly
Disagree strongly
61 61 55 58 62
Q12f. To what extent do you agree or disagree with each of the following statements?
Base: All motorists
THINK! Motorbikes presentation
© TNS November 20144
Drivers: Campaign communication
THINK! Motorbikes presentation
© TNS November 2014Main message of radio ad is understood
32% Look out for bikes/motorcyclists
16% Junctions/Motorbikes at junctions
10% Consideration/ Be careful
8% Be more aware of bikes
6% Be aware (all other references)
4% Look out for bikers/motorcyclists
3% Think Bike/ Think about bikes
3% Car drivers need to be aware of motorcyclists
3% Be (more) observant/vigilant
3% Drive carefully/safely
3% Look twice for bikes/motorcyclists
Q18. What do you think was the main message of the radio ad which I have just played to you?
Base: All motorists (610)
THINK! Motorbikes presentation
© TNS November 2014 16Radio ad working better amongst key target audience
All motorists Male motorists 16-34
%
26 35 *
24 26
Sticks in my mind
19 27
26 27
12 14
11 11
Aimed at people like me
11 20
11 17
7 5
5 Sort of ad I would talk about with 6
5 other people 4
4 6
3 4
2 4
Found it irritating
9 10
7 5
3 7 *
Sep-14 Sep-14
2 1
May-13 Found it confusing May-13
14 4
Apr-12 15 16 Apr-12
Jul-11 Jul-11
Q16. 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/ Male motorists 16-34 *indicates statistical significance at 95%
THINK! Motorbikes presentation
© TNS November 2014 17KPIs achieved
All drivers Male drivers 16-34
%
35 35
Reminds me of the importance of looking out
36 33
for motorcyclists
31 42
22 Made me think I should take longer to look for 18
21 motorcyclists 23
16 23
14 15
20 18
Made me consider the impact on the friends
21 24
and family of a victim of a motorbike accident
18 Prompted me to take more notice of people 20
17 riding motorcycles KPI (maintain) 15
17 25
14 11
17 18
15 Made me drive more carefully KPI (maintain) 14
13 17
8 9
Sep-14 12 14 Sep-14
11 Made me feel more empathy towards 9
May-13 14 motorcyclists 16 May-13
Apr-12 12 15 Apr-12
Jul-11 Jul-11
Q16. 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/ Male motorists 16-34 *indicates statistical significance at 95%
THINK! Motorbikes presentation
© TNS November 2014 18Radio communication among campaign recognisers
% campaign recognisers
34
Sticks in my mind
32
13
Aimed at people like me
11
Sort of ad I would talk about with 9
other people
7
2
Found it irritating
2
1
Found it confusing
2
Sep-14
May-13
Q16. 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 2014 (255)
THINK! Motorbikes presentation
© TNS November 2014Radio communication among campaign recognisers
% campaign recognisers
Reminds me of the importance of looking out 45
for motorcyclists
39
Made me think I should take longer to look for 32
motorcyclists
24
25
Made me consider the impact on the friends
and family of a victim of a motorbike accident
25
23
Prompted me to take more notice of people
riding motorcycles 19
23
Made me drive more carefully
17
15
Sep-14
Made me feel more empathy towards
motorcyclists 13 May-13
Q16. 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 2014 (255)
THINK! Motorbikes presentation
© TNS November 20145
Drivers: Vulnerability of motorcyclists
THINK! Motorbikes presentation
© TNS November 2014Motorcyclists are top of mind when thinking about which road
users are vulnerable, below cyclists
% Spontaneous Prompted
51 78
Cyclists Cyclists
45 76
26 49
Motorcyclists Motorcyclists
30 49
13 44
Elderly Children
13 45
3 18
Pedestrians Adult pedestrians
4 11
3 4
Young people Car drivers
2 1
2 2
Children Van drivers
1 1
4
Bikes
3 All motorists
4
Young drivers
4
Male motorists
3
New drivers 16-34
1
Q3b-c. 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: Base: All motorists/ Male motorists 16-34
THINK! Motorbikes presentation
© TNS November 2014 20Belief that motorcyclists are vulnerable is stable amongst male
drivers 16-34, but falling over time amongst all drivers audience
Motorcyclists are more vulnerable in every day driving situations
than other drivers on the road
% agree strongly
69
65 6365 63
55 54
62 All
60 drivers
54 54
49 47 50
Male
drivers
16-34
Feb Apr Jun Jul Apr May Sept
10 10 11 11 12 13 14
Q12a. To what extent do you agree or disagree with each of the following statements?
Base: All drivers (car/van)/ Male drivers 16-34
THINK! Motorbikes presentation
© TNS November 2014 216
Drivers: Cause and responsibility for motorcycle accidents
THINK! Motorbikes presentation
© TNS November 2014Spontaneously, the most common cause of motorcycle accidents
thought to be speeding (no detail) and speeding motorcyclists
2014
%
Max.
Min.
26
26
22
21
18
13 12
11
11 10 10
10
8 7
5 6 4
4 4
2
2
Speeding Speeding Car drivers Overtaking/ Car drivers Car driver Bikes weaving
motorcyclists not looking undertaking pulling out not seeing in and out of
at junctions bikes/ bikes traffic
hard to see
Q5. What would you say is the most common cause of motorcycle accidents?
Base: All drivers (car/van) (593)
THINK! Motorbikes presentation
© TNS November 2014 23Spontaneous cause of motorcycle accidents (over time)
Post 'Named Rider' campaign (Sep 14)
26 Post 'Named Rider' campaign (May 13)
24 Post 'Named Rider' campaign (Apr 12)
Post 'Named Rider' campaign (Jul 11)
22 22
21 21 21 Pre 'Named Rider' campaign (Jun 11) 21
19 1919 Post 'Named Rider' campaign (Apr 10)
18 18
Pre 'Named Rider' campaign (Feb 10)
17 17
16 Post 'How Close' campaign (Apr 09) 16 16
14
1313 13 13
12 12 12
11 11 11 11
10 10 10
9 9 9
8 8
7 7 7 7
6 6 6 6 6 6
5 5 5 5
4 4 4
2
Speeding/speed Speeding Car driver/people Overtaking / Drivers / cars Car driver not Bike weaving in
(no detail by motorcyclists not looking undertaking pulling out at seeing bikes/ and out of traffic
whom) junctions Motorbikes hard to
% see
Q5. What would you say is the most common cause of motorcycle accidents?
Base: All drivers (car/van)
THINK! Motorbikes presentation
© TNS November 2014On prompting, most common reasons were car drivers pulling in
front at a junction and not noticing motorcycles trying to overtake
2014
% Top three responses
Max.
64
Min.
59
54
51 52
45
45 42 42
42
39
34
28
25
23
20 22 19 19
20 19
13
11 12
Pulls out in Doesn’t Loses Overtakes Doesn’t see Doesn’t Loses Isn’t
front of a notice a control when can’t motorcyclist leave control concentrating
motorcycle motorcycle because see clearly enough because of on car in
at a trying to travelling oncoming because rider room for road front
junction overtake too fast traffic is wearing motorcyclist surface
dark colours
Q6. Which three of the following statements would you say are the most common causes of motorcycle accidents?
Base: All drivers (car/van)
THINK! Motorbikes presentation
© TNS November 2014 24Prompted cause of motorcycle accidents (over time)
Post 'How Close' campaign (Apr 09)
636364
Pre 'Named Rider' campaign (Feb 10)
59
55 5657 Post 'Named Rider' campaign (Apr 10)
54
52 535351 52 5252 Pre 'Named Rider' campaign (Jun 11)
5050 49
4748 47 Post 'Named Rider' campaign (Jul 11)
45 44
42 42 Post 'Named Rider' campaign (Apr 12)
3939 40 40
Post 'Named Rider' campaign (May 13)
36
3434 Post 'Named Rider' campaign (Sep 14)
2827
242425 2323 222222 24
22 21 222223
20 20 19 1919
1212131111121111
Car driver pulls Car driver Motorcyclist A motorcyclist A car driver Car driver Motorcyclist Motorcyclist
out in front of doesn't notice loses control overtakes when doesn’t see the doesn't leave loses control isn't
motorcycle at motorcycle because they can't see motorcyclist enough room because of road concentrating
junction trying to travelling too oncoming traffic clearly because for motorcyclist surface on car in front
% overtake fast the rider is
wearing dark
colours (New in
Jun 11)
Q6. What would you say is the most common cause of motorcycle accidents?
Base: All drivers (car/van)
THINK! Motorbikes presentation
© TNS November 2014Increase over time in belief that motorbike accidents are equally
the responsibility of car drivers and motorcyclists
% equally the responsibility of car drivers and motorcyclists
74
69 68 71 72
60 6263
67 66 All
63 63 62
motorists
50
Male
motorists
16-34
Apr Apr Jul Apr May Sep
09 10 11 12 13 14
Q7. 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)/ Male drivers 16-34
THINK! Motorbikes presentation
© TNS November 2014 25Increase over time in belief that motorbike accidents are equally
the responsibility of car drivers and motorcyclists
% 7272
74
6968 Post 'Named Rider' campaign (Sep 14)
Post 'Named Rider' campaign (May 13)
6263
60 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)
151614
12 11
1010 9 8 9
5 4 5 4 4 6 4 6 6 5 6 7 5 4 5 5 4 5 5 4 4 4
1 1 1 2 2 1 2 1 2 2 1 2 3 2 3 2
1 2 3 4 5 6 7
Completely car Equally the Completely
drivers' responsibility of motorcyclists'
responsibility car drivers and responsibility
motorcyclists
Q7. 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)
THINK! Motorbikes presentation
© TNS November 20147
Driver awareness of motorcyclists while driving and precautions
taken
THINK! Motorbikes presentation
© TNS November 2014No change over time in proportions agreeing amongst all drivers
When I see a motorcycle When driving, I often worry Because of the way they
I think about the person about failing to notice a ride, it can be easy to not
riding it (KPI measure- motorcyclist and hitting notice motorcyclists
maintain) them
29% agree strongly 21% agree strongly 26% agree strongly
Although I know Although I know
motorcyclists are human motorcyclists are human
beings too, I sometimes beings too, I sometimes
forget this and only see the forget to pay extra attention
bike to look out for them while
driving
33% disagree strongly 38% disagree strongly
Q12. To what extent do you agree or disagree with each of the following statements?
Base: All drivers (car/van)
THINK! Motorbikes presentation
© TNS November 2014 27No 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
% agree strongly
All
drivers
29 28 29 30 29 Male
26 28 drivers
16-34
26 26
19 20 22 21 20
Feb Apr Jun Jul Apr May Sept
10 10 11 11 12 13 14
Q12c. To what extent do you agree or disagree with each of the following statements?
Base: All drivers (car/van)/ Male drivers 16-34
THINK! Motorbikes presentation
© TNS November 2014No 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 *
Feb 10 When I26see a motorcycle25
I think about the 26
person riding12
it 10
Apr 10 28 29 21 14 8
Jun 11 29 28 18 14 11
Jul 11 29 25 19 17 10
Apr 12 29 30 19 15 8
May 13 30 29 19 14 8
Sep 14 29 26 20 14 11
Agree Strongly Agree slightly Neither agree nor disagree Disagree slightly Disagree strongly
Q12c. To what extent do you agree or disagree with each of the following statements?
Base: All drivers (car/van)
THINK! Motorbikes presentation
© TNS November 2014No 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
% agree strongly
All
drivers
Male
24 24 23 22 21 drivers
19 19 16-34
22 21
19 18
15 15
11
Feb Apr Jun Jul Apr May Sept
10 10 11 11 12 13 14
Q12b. To what extent do you agree or disagree with each of the following statements?
Base: All drivers (car/van)/ Male drivers 16-34
THINK! Motorbikes presentation
© TNS November 2014No 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 19 33 22 14 11
Apr 10 24 33 17 15 11
Jun 11 22 27 17 19 14
Jul 11 22 29 16 19 13
Apr 12 19 36 17 18 10
May 13 22 30 18 17 13
Sep 14 21 31 16 18 14
Agree Strongly Agree slightly Neither agree nor disagree Disagree slightly Disagree strongly
Q12b. To what extent do you agree or disagree with each of the following statements?
Base: All drivers (car/van)
THINK! Motorbikes presentation
© TNS November 2014No 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
% disagree strongly
All
drivers
44
37 38 38
34 35 41 32 Male
drivers
32 32 16-34
29 29 28
22
Feb Apr Jun Jul Apr May Sept
10 10 11 11 12 13 14
Q12e. To what extent do you agree or disagree with each of the following statements?
Base: All drivers (car/van)/ Male drivers 16-34
THINK! Motorbikes presentation
© TNS November 2014No 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
Feb 10 6 25 14 22 34
Apr 10 6 23 12 23 35
Jun 11 5 21 12 21 41
Jul 11 5 21 14 23 37
Apr 12 6 22 13 27 32
May 13 6 21 11 24 38
Sep 14 5 18 14 25 38
Agree Strongly Agree slightly Neither agree nor disagree Disagree slightly Disagree strongly
Q12e. To what extent do you agree or disagree with each of the following statements?
Base: All drivers (car/van)
THINK! Motorbikes presentation
© TNS November 2014No change in those admitting that they forget that motorcyclists
are people and only see the bike amongst general population. The
proportion of these in target group is increasing slightly
Although I know motorcyclists are human beings too, I sometimes
forget this and only see the bike
% disagree strongly
All
drivers
38
33 33 36 35
32 29 Male
drivers
35 33 16-34
32
25 29 27
22
Feb Apr Jun Jul Apr May Sept
10 10 11 11 12 13 14
Q12d. To what extent do you agree or disagree with each of the following statements?
Base: All drivers (car/van)/ Male drivers 16-34
THINK! Motorbikes presentation
© TNS November 2014No change in those admitting that they forget that motorcyclists
are people and only see the bike amongst general population
Although I know motorcyclists are human beings too, I sometimes
forget this and only see the bike
Feb 10 8 20 20 19 33
Apr 10 10 21 14 21 33
Jun 11 8 19 15 23 35
Jul 11 10 20 16 22 32
Apr 12 9 22 15 25 29
May 13 8 18 15 23 35
Sep 14 10 17 16 25 33
Agree Strongly Agree slightly Neither agree nor disagree Disagree slightly Disagree strongly
Q12d. To what extent do you agree or disagree with each of the following statements?
Base: All drivers (car/van)
THINK! Motorbikes presentation
© TNS November 2014No real shifts in attitudes towards the way motorcyclists ride
% Because of the way they ride, it can be easy to not notice
motorcyclists
May 13 Sep 14
Agree: 64 62 67 63
Agree
23 19 strongly
25 26
Agree slightly
39 44 Neither agree
39
41 or disagree
Disagree
slightly
14 16 15
12
Disagree
14 15 11 strongly
18
8 8 9 4
All drivers Male drivers All drivers Male drivers
16-34 16-34
Q12g. To what extent do you agree or disagree with each of the following statements?
Base: All drivers (car/van)/ Male drivers 16-34
THINK! Motorbikes presentation
© TNS November 2014No real change over time in levels who always take precautions
Look out for motorcyclists Check for motorcyclists
when driving when changing lanes on a
dual carriageway
90% always 88% always
Check blind spots for Check twice for
motorcyclists when motorcyclists when pulling
overtaking out at a junction
88% always 81% always
Q4a. How frequently, if at all, do you do each of the following…
Base: All drivers (car/van)
THINK! Motorbikes presentation
© TNS November 2014 28Majority say they always look out for motorcyclists when driving
Look out for motorcyclists when driving
% always
91 89 91 90 90 90
84 89
85 87 87
81 83
78
All
drivers
Male
drivers
16-34
Feb Apr Jun Jul Apr May Sept
10 10 11 11 12 13 14
Q4a. How frequently, if at all, do you do each of the following…
Base: All drivers (car/van)/ Male drivers 16-34
THINK! Motorbikes presentation
© TNS November 2014Most say they always check blind spots for motorcyclists and
increase amongst all drivers
Check blind spots for motorcyclists when overtaking
% always
88
83 86 84 84 84
80
83 84 82 81 82 83
78
All
drivers
Male
drivers
16-34
Feb Apr Jun Jul Apr May Sept
10 10 11 11 12 13 14
Q4c. How frequently, if at all, do you do each of the following…
Base: All drivers (car/van)/ Male drivers 16-34
THINK! Motorbikes presentation
© TNS November 2014Majority say they always check for motorcyclists when changing
lanes on a dual carriageway
Check for motorcyclists when changing lanes on a dual
carriageway
% always
87 88 87 88 89 88
84
88 86 87
82 85 83 83
All
drivers
Male
drivers
16-34
Feb Apr Jun Jul Apr May Sept
10 10 11 11 12 13 14
Q4d. How frequently, if at all, do you do each of the following…
Base: All drivers (car/van)/ Male drivers 16-34
THINK! Motorbikes presentation
© TNS November 2014Those who always check twice for motorcyclists when pulling out
at a junction consistent over time
Check twice for motorcyclists when pulling out at a junction
% always
79 8081 82 82 81
75
75 77 75 75 74
69 72 All
drivers
Male
drivers
16-34
Feb Apr Jun Jul Apr May Sept
10 10 11 11 12 13 14
Q4b. How frequently, if at all, do you do each of the following…
Base: All drivers (car/van)/ Male drivers 16-34
THINK! Motorbikes presentation
© TNS November 20148
Riders: Overview of key findings
THINK! Motorbikes presentation
© TNS November 2014Overview of key findings
The videos perform well in terms of recognition, are well liked and make
1 people think more about signing up for further motorbike training courses
2 Not being seen at higher levels amongst key target of Males 35-54
3 At this stage there is limited evidence of impact on behaviours of
motorcyclists in general
4 Positive impact seen on attitudes to further training among those who
recognised the campaign
THINK! Motorbikes presentation
© TNS November 2014 309
Riders: Campaign awareness
THINK! Motorbikes presentation
© TNS November 2014More awareness of advertising/publicity at post wave, Youtube
seeing large increase
% %
19 5
MCN Twitter
19 7
15
Magazine 5
14 Radio advert
6
13
Facebook 4
12
Indoor poster
10
TV advert
12 4
Other TV
Through the internet 10 programmes 5 Post
/ a website 8
4
9 TV plays / soaps
TV news
8 5 Pre
Leaflet / booklet 8 2
Other social network
picked up 7 4
8 4
Local newspaper Radio programme
9
4
8
Youtube 1
Friends/family/WOM
6 1
Road signs
8 1
IAM
6
National newspaper
7
1
6 Motorbike club
Poster hoarding
6
5 39
Poster on bus None of these
7 47
Q10. Have you seen or heard any advertising or publicity recently about motorcyclists undertaking training in any of these ways?
Base: All motorcyclists (Pre stage 500; Post stage 500)
* ‘Indoor poster’ and ‘YouTube’
were included in the post stage only
THINK! Motorbikes presentation
© TNS November 2014 57Some spontaneous mention of Chaz Davies campaign
Spontaneous recall of
motorcycle advertising
Training courses or schemes /
12% Encouraging training
7% Advanced training / for experienced riders
5% Safety
5% Advert or article
5% Positive reaction (e.g. I liked it)
4% Think bikes / Look out for and be aware of bikes
4% Saves lives / Reduces bad or fatal accidents
3% Institute of Advanced Motorists
3% Local schemes or venues
3% Alan Davies & Chaz Davies videos / Online videos / YouTube
3% TV
Q17. You said you remember seeing or hearing advertising or publicity about motorcyclists undertaking training. What do you remember about
the advertising or publicity. Base: All motorcyclists who saw or heard advertising or publicity (280)
THINK! Motorbikes presentation
© TNS November 2014 33Good recognition of video, and moreso amongst heavier riders
If seen the video or one similar … % of recognisers higher amongst…
(prompted)
1
25% females
35% 24-34 year olds
19
27% motorcyclists who
have had license for 1-5 years
32% heavier riders (mileage >10,000)
%
80 Yes
No
Don't know
Q18. Have you seen this video or a similar one recently on the internet? The videos feature Chaz Davies and Alan Davies.
Base: All motorcyclists (500)
THINK! Motorbikes presentation
© TNS November 2014 3410
Riders: Campaign communication
THINK! Motorbikes presentation
© TNS November 2014Key messages being taken out of videos
Main message of You’re never too experienced
23%
the videos to learn more safety skills
Anyone can learn / You can
20% always improve safety
14% Training and learning / Extra safety learning
11% Ride safely / Be a better and safer rider
7% Training helps you ride safely
7% Safety without any further details
6% Road riding is different to track riding
4% Training is fun
3% Good video / Positive message
3% Saves lives / Keeps you safe
3% Think / Think Bike
3% Positive reaction without further details (e.g. good)
Q19. What do you think were the main messages of these videos?
Base: All motorcyclists (500)
THINK! Motorbikes presentation
© TNS November 2014 36The videos are generally well liked, and this reaction is stronger
amongst key target
Reaction to the videos
%
56
I liked the style of the videos
66
54
I liked the people featured in the video
58
Using a professional racer made me 48
take more notice of the video 51
44
It sticks in my mind 48
It is the sort of video I would talk 35
about with other people 37
6
I found it confusing 4
3
I found it irritating 2
All motorcyclists Males aged 35-54
Q20a. Here are some things that other people have said about the video series that I have just played you part of. Which of these do YOU
personally feel about the videos?
Base: All motorcyclists (500) / Males aged 35-54 (164)
THINK! Motorbikes presentation
© TNS November 2014 37The videos have a positive impact on those who watched them,
and again it is particularly strong amongst the target group
Impact of the videos
%
It made further motorbike 45
training look like fun 48
It made me consider further 40
motorbike training 42
It made me think further 40
training is for people like me 38
It made me realise further training 39
would improve my ride 43
It made me realise that I could 38
learn a lot more about riding 43
It made me more likely 33
to take further training 37
22
It made me ride more carefully
24
It gave me useful tips 19
for riding defensively 23
All motorcyclists Males aged 35-54
Q20b. And which of these do YOU personally feel about the videos?
Base: All motorcyclists (500) / Males aged 35-54 (164)
THINK! Motorbikes presentation
© TNS November 2014 38Amongst those who have seen or heard the campaign more than
2 in 5 claimed to have signed up for further training as a result of
seeing it
If signed up to a further training course… Which course?
(amongst those who heard or seen the campaign videos)
%
THINK 6
Advanced / advanced test
3 3
(unspecified)
AA 3
Advanced motorcycle
43 2
training (unspecified)
% Advanced driving course
2
(unspecified)
54
Local motorcycling course 2
Yes BikeSafe workshop 2
No
Don't know Government Schemes /
3
DVLA
BikeSafe Workshop was also mentioned along with some other
generic mentions of advanced motorcycle training
Q21. Have you signed up to a further training course as a result of seeing the campaign? Q22. Which further training course did you sign up to?
Base: All motorcyclists who have heard or seen campaign video (93), All who signed up for further training (43) - Caution: low base size
THINK! Motorbikes presentation
© TNS November 2014 3911
Riders: Cause and responsibility for motorcycle accidents
THINK! Motorbikes presentation
© TNS November 2014Post campaign, spontaneous mentions of drivers being the cause
of motorcycle accidents decreased
% Top 10 most common causes of motorcycle accidents
(unprompted)
Pre Post
15 15
11
8 8 8 8
4 5 4 5 3 4 3 3 3 4 3 3
1
Speeding Car driver Car drivers Car drivers Car drivers Inexperience Lack of Poor driving Speeding Cars
not seeing/ not looking pulling out at of driver/ attention by motorcyclists
noticing junctions rider car drivers
bikes
Q2. What would you say is the most common cause of motorcycle accidents?
Base: All motorcyclists at pre and post stage (500/500)
THINK! Motorbikes presentation
© TNS November 2014 66No real movement between pre and post on causes of motorcycle
accidents
% Top 10 most common causes of motorcycle accidents
(prompted)
Pre Post
69 71
43 42 41 40
31 30
28 26
23 23 23 22
10 12
Pulls out in Doesn’t Loses Loses Doesn’t leave Overtakes Doesn’t see Isn’t
front of a notice a control control enough room when can’t motorcyclist concentrating
motorcycle motorcycle because because of for see clearly on car in
at a trying to travelling road motorcyclist oncoming because rider front
junction overtake too fast surface traffic is wearing
dark colours
Q3. Which three of the following statements would you say are the most common causes of motorcycle accidents?
Base: All motorcyclists (pre/post stage 500/500)
THINK! Motorbikes presentation
© TNS November 2014 67Amongst the target group, slight movement in those seeing
motorcyclists as being responsible
% All motorcyclists Males aged 35-54
2 3 2
7 (Completely 4 3
5 5
responsibility of
12
motorcyclists) 16
13 14
6
5
4 (Equal responsibility) 59
60 59 60
3
2
15
14 12
1 (Completely 15
responsibility of car 8 6
driver) 4 5
1 1 2 2
Pre Post Pre Post
Q4. A high number of road accidents happen which involve motorcyclists. Where do you feel responsibility for reducing these accidents lies?
Base: All motorcyclists / Males aged 35-54 (Pre stage 500/164; Post stage 500/164)
THINK! Motorbikes presentation
© TNS November 2014 6812
Riders: Precautions taken to avoid accidents
THINK! Motorbikes presentation
© TNS November 2014There is no increase in frequency of those precautions that are
already common
Precautions taken (1)
Never Rarely Occasionally Always
%
Post 1 3 17 78
Think ahead and give yourself
time to react Pre 1 3 21 75
Ranked by Top2Box at pre stage
Post 1 4 14 80
Wear protective gear
Pre 1 4 16 79
Plan your approach to bends so Post 1 3 18 77
you can go round them smoothly
and safely Pre 23 20 74
Position yourself in the safest and Post 1 2 18 77
best place to maximise your
visibility of potential hazards Pre 1 4 19 75
Take a ‘lifesaver’ glance over your Post 5 22 71
shoulder before carrying out
manoeuvres Pre 1 5 22 72
*’Don’t know’ not shown
Q9. How frequently, if at all, do you do each of the following when riding your motorcycle?
Base: All motorcyclists (Pre stage 500; Post stage 500)
THINK! Motorbikes presentation
© TNS November 2014 70
45There is however slight improvement for those precautions that
are generally taken less often
Precautions taken (2)
Never Rarely Occasionally Always
%
Ride at a speed that lets you stop Post 24 20 73
within the distance you can see is
clear Pre 15 26 67
Ranked by Top2Box at pre stage
Post 3 20 76
Anticipate the actions of others
Pre 15 22 71
Avoid filtering through traffic or Post 5 13 43 38
overtaking on the approach to a
junction Pre 3 13 40 42
Post 6 13 36 43
Wear bright reflective clothing
Pre 7 15 30 46
Post 4 9 37 37
Use a planned system of riding
Pre 5 11 34 37
*’Don’t know’ not shown
Q9. How frequently, if at all, do you do each of the following when riding your motorcycle?
Base: All motorcyclists (Pre stage 500; Post stage 500)
THINK! Motorbikes presentation
© TNS November 2014 71
4613
Riders: Attitudes towards further training
THINK! Motorbikes presentation
© TNS November 2014No change in uptake or consideration of further training. Main
barrier is belief in having enough experience
If have taken or would consider Reasons for not considering further training
further training…
%
Have enough experience
Pre Post 37
already
1 Price / Cost 15
3 10
11
Already ride safely / Carefully 14
40 41
% I don't need it 14
%
Don't ride enough 11
51
52
Age / Too old
10
Already aware of dangers
9
of other road users
Yes, I have taken further training It is car drivers who
6
Yes, I would consider further training need more training
No Have already or thinking of 6
Don’t know giving up biking
Other 18
Q5. Have you taken or would you consider taking further motorbike training to improve your skills and safety when on your motorbike?
Q6. Why would you not consider taking further motorbike training?
Base: All motorcyclists (Pre stage 500; Post stage 500), all motorcyclists who would not consider further training (pre and post combined 102)
THINK! Motorbikes presentation
© TNS November 2014 73
48Differences in perceptions around further motorbike training
amongst those who recognised the campaign
Statements about further
motorbike training (1) Disagree strongly Disagree slightly Agree slightly Agree strongly
% Sig. diff.
Post - CR** 29 18 18 26
I wasn’t aware of any further Post – All 37 23 14 11
training schemes
Pre 38 21 17 10
Post – CR 25 12 32 19
I don’t know what further Post – All
training involves 20 20 29 10
Pre
20 21 25 11
Post – CR 30 15 23 26
I’ve passed my motorbike test, Post – All
that’s all the training I need 37 25 15 8
Pre
33 25 14 8
Post – CR
I don’t need more training 11 17 27 25
Post – All
because I already ride well 13 29 19 10
Pre
13 23 19 11
Post – CR
I’ll become a skilled rider by 1 3 32 51
Post – All
experience and riding regularly 1 4 47 34
Pre
1 6 46 32
Post – CR
Riding defensively makes you 3 9 34 46
Post – All
less vulnerable 5 7 33 40
Pre
4 8 34 35
**CR – campaign recognisers *’Neither agree nor disagree’ and ‘Don’t know’ not shown
Q8. To what extent do you agree or disagree with each of the following statements about further motorbike training?
Base: All motorcyclists (Pre stage 500; Post stage 500), campaign recognisers (93)
THINK! Motorbikes presentation
© TNS November 2014 74
49There is a positive change in perceptions around further motorbike
training amongst those who recognised the campaign
Statements about further
motorbike training (2) Disagree strongly Disagree slightly Agree slightly Agree strongly
% Sig. diff.
Further training can improve your Post - CR** 35 60
defensive riding skills and reduce Post – All 1 35 54
your risk of having an accident Pre 12 40 47
Post – CR 32 61
Further skills training can Post – All
improve your ride 2 36 53
Pre
12 37 51
No matter how good or Post – CR 1 32 62
experienced you are, there is Post – All
always more to learn about riding 1 36 55
Pre
12 35 55
Post – CR
There is a training package 12 37 47
Post – All
to suit everyone 2 3 37 27
Pre
1 3 35 27
Post – CR
Further training 11 32 47
Post – All
is enjoyable 1 3 38 31
Pre
1 4 34 31
Post – CR
Further training is aimed Post – All 6 33 44
at people like me 2 6 34 26
Pre
4 8 36 25
**CR – campaign recognisers *’Neither agree nor disagree’ and ‘Don’t know’ not shown
Q8. To what extent do you agree or disagree with each of the following statements about further motorbike training?
Base: All motorcyclists (Pre stage 500; Post stage 500), campaign recognisers (93)
THINK! Motorbikes presentation
© TNS November 2014 75
50Half of motorcyclists are not aware of any further training
schemes, but IAM, BikeSafe and RoSPA were mentioned most
Motorbike training schemes heard of..
All mentions >1% %
IAM 13 51% selected ‘Don’t know’ or answered ‘None’
Advanced motorcycle training
8
/ course / test (unspecified)
BikeSafe Workshop 7
All other police
5 Other mentions:
course mentions
RoSPA 4 RAC
Harley Davidson (Rider's Edge)
Enhanced Rider Scheme 4 BMF (Blue Riband)
Advanced driver / driving Ridesafe
2 ACU
course / test (unspecified)
Star Rider
Advanced test (unspecified) 2 Honda
THINK
CBT 2 Pass Plus
DAS (Direct Access)
AA 2 Motorcycle Association / Club / Centre
Local motorcycling course
2
(all mentions)
Q7. Please list any further motorbike training schemes you have heard of
Base: All motorcyclists (Post stage 500)
THINK! Motorbikes presentation
© TNS November 2014 76
5114
Insight and Recommendations
THINK! Motorbikes presentation
© TNS November 2014Insight and recommendations
Research insights Recommendations
Drivers targeted radio ad continues to
Continue with lower spend campaign for
perform well in terms of recognition, despite
drivers
reduced spend
Continue with current messaging as it
Limited impact on behaviour measures
seems to be showing some impact on
among all drivers – not seen previously
behaviour
Riders campaign performed well in terms of This targeted media strategy works very
recognition and response to the campaign well for the riders group and should be
although not at higher levels within key continued for future activity with increased
target signposting for key target audience
Limited evidence yet of an increase in riders It is too early in the campaign messaging to
using defensive riding techniques although see an impact on behaviour - future activity
positive impact seen on attitudes towards should continue to communicate defensive
further training among those who riding techniques, as well as encouraging
recognised the campaign training
THINK! Motorbikes presentation
© TNS November 2014 53Base sizes
Apr 09 Feb 10 Apr 10 Jun 11 Jul 11 Apr 12 May 13 Aug 14
Base
(post) (pre) (post) (pre) (post) (post) (post) (post)
All motorists 1,308 1,412 1,294 1,222 1,244 1,134 1,985 610
All drivers (car/van) 1,293 1,332 1,272 1,209 1,232 1,124 1,971 593
All motorists who recognise a
1,201 N/A 883 N/A 702 794 942 255
campaign ad
Male motorists 16-34 140 149 145 144 153 153 281 217
Male drivers (car/van) 16-34 132 146 134 136 150 150 275 203
THINK! Motorbikes presentation
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