Campaign objectives
2. Riders• Increase motorcyclists’
knowledge and use of defensive riding skills
• Increase rider’s awareness of and consideration of taking further training
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• Maintain awareness main
cause of motorcyclist casualties are driver ‘fail to look accidents’
• Maintain awareness of motorcyclists by making drivers think more about the person riding the bike
Audience
Riders• Primary: Male ‘hobbyist’
riders aged 35-54 years
• Secondary: Male riders aged 27-34 years
Drivers• All drivers with a specific
focus on males aged 17-34 years
Never too good - Results
YouTube
Trailer – 39,764 views
Episode 1 – 80,774 views
Episode 2 – 160,922 views
Episode 3 – 127,181 views
Episode 4 – 57,436 views
TOTAL = 466,077 views
Total Reach = 6,964,100
Total Likes/Comments/Shares = 44,400
Total Post Clicks = 110,800
Facebook comments
Tony Cole I would love to watch this on tv guys! really well put together
Rick Troop Fantastic. Loved watching these short 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.
Ginny Santer This has persuaded me to go out and do some advanced training on my bike sooner rather than later. I did it in my car and benefitted from it. Now it's time to do it on my bike too.
Andy Shepherd I could be interested in this, just returned to bikes at the age of 50
Neil Smith Real good stuff! Not the usual emphasise on going slowly but about going safely and still enjoying a ride out
Graeme Mccolm Just had a look at the iam website and if you join up you get Personal Raccover too. David Stephenson sign me up please
THINK! Motorbikes presentation© TNS November 2014
Agenda
Cause and responsibility for motorcycle accidents
Insight and Recommendations
Awareness of motorcyclists while driving and precautions taken
Vulnerability of motorcyclists
Campaign communication
Campaign awareness
Campaign background
Drivers: Key findings
Precautions taken to avoid accidents
Further training
Cause and responsibility for motorcycle accidents
Campaign communication
Campaign awareness
Riders: Key findings
4
THINK! Motorbikes presentation© TNS November 2014
Campaign background
Maintaining awareness that the main cause are driver ‘fail to look’ accidents at junctions.Maintaining awareness of motorcyclists by making drivers think more about the person riding the motorcycle
To increase motorcyclists’ knowledge and use of defensive riding skills and encourage them to undertake further training
Drivers campaignJuly – Aug 2014
Riders campaignSept – Oct 2014
All drivers with focus on males 17-34 (most likely to be involved in a ‘failed to look’ accident)
Male ‘hobbyist’ riders 35-54 Passionate about biking
and active within biking and digital communities
Highest fatality group 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
Face to face omnibus – all motorists (610)
Post: 20 -26 Aug 14
Online panel – riders of 500cc+ bikes (500)
Pre: 8 -12 Sept 14Post: 16 - 20 Oct 14
Target audienceTimings ResearchCampaign objectives
6
THINK! Motorbikes presentation© TNS November 2014
Advertising used in 2014
Online video (Facebook, TrueView and MCN)Radio ads
The main cause of motorcyclist casualties are drivers failing to look properly at junctions
Under every rider’s helmet there’s a person who’s someone’s son, husband or daughter
Imagine what it would feel like to be responsible for the death of a motorcyclist
THINK! take longer to look for bikes
Riding defensively makes you less vulnerable. Further training can improve your defensive riding skills and reduce your risk of having an accident
Further skills training can improve your ride No matter how good or experienced you are,
there is always more to learn There is a training package to suit everyone Further training is enjoyable People like you / people you admire have taken
further training and benefitted from it
Drivers: Didn’t see Riders: Never too good
7
THINK! Motorbikes presentation© TNS November 2014
Campaign mix and spend over time
Spend (£)
ActivityApril 09
Final ‘How close’
April 10 July 11 Apr 12 May 13 Aug 14 Oct 14
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 Video on Demand 162,937 239,732 105,008 61,807
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.
Named Rider
8
THINK! Motorbikes presentation© TNS November 2014
Drivers: Overview of key findings
1
Awareness maintained that drivers pulling out in front of bikes is the most common cause of motorcyclist casualties (KPI), but perceived vulnerability of motorcyclists among motorists continues to fall
2
Agreement that ‘when I see a motorcycle I think about the person riding it’ has been maintained (KPI)3
4 Limited evidence of impact on behaviours
Radio ad performs well in terms of recognition, compared with previous higher spend bursts
10
THINK! Motorbikes presentation© TNS November 2014
78
71
14
60
14 8
76
78
20
68
23 22
All motorists
Male motorists16-34
% seen/ heard something in a campaign source
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
Apr 09
Apr 10
May 13
Apr 12
Jul 11
Media:
Despite lower spend and fewer sources, awareness of motorbike activity on a par with last year for key target
Campaign: ‘Named rider’‘How Close’
Sept 14
THINK! Motorbikes presentation© TNS November 2014
12% Look twice
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)
Spontaneous recall of advertising included clear messages from the radio ads
23% Think bike, think biker
12% A car driver pulls out at junction not seeing bike/collides with bike
11% Be careful/look out for bikes
9% Think bike/ think once, think twice, think bike
Spontaneous recall of motorcycle advertising
59% Any mention that can be attributed to a current campaign ad
Most frequent mentions:
12
THINK! Motorbikes presentation© TNS November 2014
Q17. Have you heard this ad, or a similar ad on the radio before? (Prompted recognition) Base: All motorists
Recognition of radio ad similar to 2013 level despite lower spend
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 motorists
TV/ radio led:
Sept14
319k
13
3124 26
18
37 39
THINK! Motorbikes presentation© TNS November 2014
% Yes - Have heard radio ad or similar
Q17: Have you heard this ad, or a similar ad on the radio before? (Prompted recognition) Base: All motorists/ Male motorists 16-34
Apr 09
Apr 10
May 13
Apr 12
Jul 11
Male motorists aged 16-34 more likely to have heard the radio ad
Campaign: ‘Named rider’‘How Close’
Spend (£):
TV/ radio led:
Sept 14
3124 26
18
37 39
43
28 3327
49 53
All motorists
Male motorists16-34
14
257k 276k 204k 627k 319kk399k
THINK! Motorbikes presentation© TNS November 2014
1 2 1 2 24 4 5 4 311 13 10 11 11
23 20 28 25 23
61 61 55 58 62
Q12f. To what extent do you agree or disagree with each of the following statements?Base: All motorists
Belief that there is too much road safety advertising remains low
There is too much advertising about road safety
Apr 12 May 13
Agree: 665
%
Jul 11Jun 11
6 5
Sep 14
Agree stronglyAgree slightlyNeither agree nor disagreeDisagree slightlyDisagree strongly
THINK! Motorbikes presentation© TNS November 2014
Q18. What do you think was the main message of the radio ad which I have just played to you? Base: All motorists (610)
Main message of radio ad is understood
32% Look out for bikes/motorcyclists
10% Consideration/ Be careful
8% Be more aware of bikes
6% Be aware (all other references)
3% Think Bike/ Think about bikes
3% Car drivers need to be aware of motorcyclists
3% Be (more) observant/vigilant
16% Junctions/Motorbikes at junctions
4% Look out for bikers/motorcyclists
3% Drive carefully/safely
3% Look twice for bikes/motorcyclists
16
THINK! Motorbikes presentation© TNS November 2014
Radio ad working better amongst key target audience
35
14
5
4
7
26
11
6
4
1
27
20
4
10
4
27
17
6
5
16
Sep-14
May-13
Apr-12
Jul-11Q16. 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
%
26
12
7
3
3
24
11
5
2
2
19
11
5
9
14
26
11
4
7
15
Sep-14
May-13
Apr-12
Jul-11
Male motorists 16-34All motorists
Sticks in my mind
Aimed at people like me
Sort of ad I would talk about with other people
Found it irritating
Found it confusing
17
*indicates statistical significance at 95%
*
*
THINK! Motorbikes presentation© TNS November 2014
KPIs achieved
35
18
18
20
18
14
33
23
24
15
14
9
42
23
25
17
16
15
11
9
15
Sep-14
May-13
Apr-12
Jul-11Q16. 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
%
35
22
20
18
17
12
36
21
21
17
15
11
31
16
17
13
14
14
14
8
12
Sep-14
May-13
Apr-12
Jul-11
Male drivers 16-34All 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
Prompted me to take more notice of people riding motorcycles KPI (maintain)
Made me drive more carefully KPI (maintain)
Made me feel more empathy towards motorcyclists
*indicates statistical significance at 95%
18
THINK! Motorbikes presentation© TNS November 2014
Radio communication among campaign recognisers
34
13
9
2
1
32
11
7
2
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)
% campaign recognisers
Sticks in my mind
Aimed at people like me
Sort of ad I would talk about with other people
Found it irritating
Found it confusing
THINK! Motorbikes presentation© TNS November 2014
Radio communication among campaign recognisers
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)
% campaign recognisers
45
32
25
23
23
15
39
24
25
19
17
13Sep-14
May-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
Prompted me to take more notice of people riding motorcycles
Made me drive more carefully
Made me feel more empathy towards motorcyclists
THINK! Motorbikes presentation© TNS November 2014
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
1
4
3
1
2
4
13
30
45
3
4
4
2
3
3
13
26
51
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, below cyclists
1
1
11
45
49
76
2
4
18
44
49
78
Van drivers
Car drivers
Adult pedestrians
Children
Motorcyclists
Cyclists
All motorists
Male motorists16-34
Spontaneous Prompted%
20
THINK! Motorbikes presentation© TNS November 2014
65 696365
6255 54
54 5460
49
63
47 50
Alldrivers
Maledrivers16-34
% agree strongly
Q12a. To what extent do you agree or disagree with each of the following statements?Base: All drivers (car/van)/ Male drivers 16-34
Apr 10
May 13
Apr 12
Jul 11
Belief 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
Feb 10
Jun 11
Sept 14
21
THINK! Motorbikes presentation© TNS November 2014
6Drivers: Cause and responsibility for motorcycle accidents
THINK! Motorbikes presentation© TNS November 2014
Q5. What would you say is the most common cause of motorcycle accidents?Base: All drivers (car/van) (593)
Spontaneously, the most common cause of motorcycle accidents thought to be speeding (no detail) and speeding motorcyclists
Max.
2014
Min.
Car drivers not looking
Car driver not seeing
bikes/ bikes hard to see
26
Speeding Speeding motorcyclists
22
13 12
7
21
10
Overtaking/ undertaking
Bikes weaving in and out of
traffic
Car drivers pulling out at junctions
26
86
11 10
42
18
1110
5 4 42
%
23
THINK! Motorbikes presentation© TNS November 2014
2
4
6
8
1011
26
56
7
9
11
16
21
6
11
5
8
13
17
19
4
12
6
1212
21
18
6
16
5
10
13
2221
7
14
7
9
11
19
22
10
16
6
9
13
1918
7
21
45
13
17
24
Bike weaving inand out of traffic
Car driver notseeing bikes/
Motorbikes hard tosee
Drivers / carspulling out at
junctions
Overtaking /undertaking
Car driver/peoplenot looking
Speedingmotorcyclists
Speeding/speed(no detail by
whom)
Post 'Named Rider' campaign (Sep 14)
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)
Q5. 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 November 2014
Q6. 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.
2014
Min.
Loses control because travelling too fast
Overtakes when can’t
see oncoming
traffic
64
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
3942
45
22 20 19
12
5145
42
34
20 19 19
11
% Top three responses
52
24
THINK! Motorbikes presentation© TNS November 2014
11
2421
40
52
57
64
11
27
22
42
5256
63
12
28
22
40
54
5963
11
232220
36
5248
51
11
2219
25
34
4947
53
13
222324
34
4750
53
12
192324
39
44
50
55
12
192022
3942
45
52
Motorcyclistisn't
concentratingon car in front
Motorcyclistloses control
because of roadsurface
Car driverdoesn't leaveenough room
for motorcyclist
A car driver doesn’t see the
motorcyclist clearly because
the rider is wearing dark
colours (New in Jun 11)
A motorcyclistovertakes whenthey can't see
oncoming traffic
Motorcyclistloses control
becausetravelling too
fast
Car driverdoesn't notice
motorcycletrying toovertake
Car driver pullsout in front ofmotorcycle at
junction
Post 'How Close' campaign (Apr 09)
Pre 'Named Rider' campaign (Feb 10)
Post 'Named Rider' campaign (Apr 10)
Pre 'Named Rider' campaign (Jun 11)
Post 'Named Rider' campaign (Jul 11)
Post 'Named Rider' campaign (Apr 12)
Post 'Named Rider' campaign (May 13)
Post 'Named Rider' campaign (Sep 14)
Q6. 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 November 2014
60 62636968 71 72 74
50
63 63 6267 66 All
motorists
Malemotorists16-34
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
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
Sep14
25
THINK! Motorbikes presentation© TNS November 2014
245
74
721 34
9
72
642 25
8
72
561
459
68
642 34
11
69
642 25
14
63
105
1 15
16
62
10
41 24
15
60
12
51
Post 'Named Rider' campaign (Sep 14)
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)
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)
Increase over time in belief that motorbike accidents are equally the responsibility of car drivers and motorcyclists
%
1 Completely car
drivers' responsibility
2 3 4Equally the
responsibility of car drivers and motorcyclists
5 6 7Completely
motorcyclists' responsibility
THINK! Motorbikes presentation© TNS November 2014
7Driver awareness of motorcyclists while driving and precautions taken
THINK! Motorbikes presentation© TNS November 2014
No change over time in proportions agreeing amongst all drivers
When I see a motorcycleI think about the person riding it (KPI measure-
maintain)
29% agree strongly
When driving, I often worry about failing to notice a motorcyclist and hitting
them
21% 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
33% disagree strongly
Because of the way they ride, it can be easy to not
notice motorcyclists
26% agree strongly
Q12. To what extent do you agree or disagree with each of the following statements?Base: All drivers (car/van)
27
THINK! Motorbikes presentation© TNS November 2014
26 28 29 28 29 30 29
19 2026 22 21
2620
Alldrivers
Maledrivers16-34
Q12c. To what extent do you agree or disagree with each of the following statements?Base: All drivers (car/van)/ Male drivers 16-34
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
Sept 14
THINK! Motorbikes presentation© TNS November 2014
Q12c. To what extent do you agree or disagree with each of the following statements?Base: All drivers (car/van)
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
29
30
29
29
29
28
26
26
29
30
25
28
29
25
20
19
19
19
18
21
26
14
14
15
17
14
14
12
11
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
Sep 14
When I see a motorcycle I think about the person riding it
THINK! Motorbikes presentation© TNS November 2014
1924
22
23 19 22 21
15 19
24
18 1521
11
Alldrivers
Maledrivers16-34
Q12b. To what extent do you agree or disagree with each of the following statements?Base: All drivers (car/van)/ Male drivers 16-34
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
Sept 14
THINK! Motorbikes presentation© TNS November 2014
21
22
19
22
22
24
19
31
30
36
29
27
33
33
16
18
17
16
17
17
22
18
17
18
19
19
15
14
14
13
10
13
14
11
11
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)
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
Sep 14
THINK! Motorbikes presentation© TNS November 2014
34 35 41 37 3238 38
29 29
44
2228 32 32
Alldrivers
Maledrivers16-34
Q12e. To what extent do you agree or disagree with each of the following statements?Base: All drivers (car/van)/ Male drivers 16-34
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
Sept 14
THINK! Motorbikes presentation© TNS November 2014
5
6
6
5
5
6
6
18
21
22
21
21
23
25
14
11
13
14
12
12
14
25
24
27
23
21
23
22
38
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
Q12e. To what extent do you agree or disagree with each of the following statements?Base: All drivers (car/van)
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
Sep 14
THINK! Motorbikes presentation© TNS November 2014
33 33
35
32 2935
3325 29
36
2722
32
38
Alldrivers
Maledrivers16-34
Q12d. To what extent do you agree or disagree with each of the following statements?Base: All drivers (car/van)/ Male drivers 16-34
No 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
% 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
Sept 14
THINK! Motorbikes presentation© TNS November 2014
10
8
9
10
8
10
8
17
18
22
20
19
21
20
16
15
15
16
15
14
20
25
23
25
22
23
21
19
33
35
29
32
35
33
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)
No 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
Apr 10
Jun 11
Jul 11
Apr 12
May 13
Sep 14
THINK! Motorbikes presentation© TNS November 2014
8 8 9 4
14 15 11 18
14 1612
15
39 3941
44
25 2326
19 Agreestrongly
Agree slightly
Neither agreeor disagree
Disagreeslightly
Disagreestrongly
Q12g. To what extent do you agree or disagree with each of the following statements?Base: All drivers (car/van)/ Male drivers 16-34
No real shifts in attitudes towards the way motorcyclists ride
Because of the way they ride, it can be easy to not notice motorcyclists
All drivers
May 13 Sep 14
Agree: 6364
%
Male drivers 16-34
6762
All drivers Male drivers 16-34
THINK! Motorbikes presentation© TNS November 2014
No real change over time in levels who always take precautions
Look out for motorcyclists when driving
90% always
Check for motorcyclists when changing lanes on a
dual carriageway
88% always
Check twice for motorcyclists when pulling
out at a junction
81% always
Check blind spots for motorcyclists when
overtaking
88% always
Q4a. How frequently, if at all, do you do each of the following…Base: All drivers (car/van)
28
THINK! Motorbikes presentation© TNS November 2014
8491 89 91 90 90 90
7885 87 87
81 83
89
Alldrivers
Maledrivers16-34
Q4a. How frequently, if at all, do you do each of the following…Base: All drivers (car/van)/ Male drivers 16-34
Majority say they always look out for motorcyclists when driving
% always
Look out for motorcyclists when driving
Apr 10
May 13
Apr 12
Jul 11
Feb 10
Jun 11
Sept 14
THINK! Motorbikes presentation© TNS November 2014
78
83
84
84 84 84 8880
83
86
82 81 82 83
Alldrivers
Maledrivers16-34
Q4c. How frequently, if at all, do you do each of the following…Base: All drivers (car/van)/ Male drivers 16-34
Most say they always check blind spots for motorcyclists and increase amongst all drivers
% always
Check blind spots for motorcyclists when overtaking
Apr 10
May 13
Apr 12
Jul 11
Feb 10
Jun 11
Sept 14
THINK! Motorbikes presentation© TNS November 2014
8487 88 87 88 89 88
82 85 8883 83 86 87
Alldrivers
Maledrivers16-34
Q4d. How frequently, if at all, do you do each of the following…Base: All drivers (car/van)/ Male drivers 16-34
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
Sept 14
THINK! Motorbikes presentation© TNS November 2014
75 79 8081 82 82 81
6975 77 75 72 75 74
Alldrivers
Maledrivers16-34
Q4b. How frequently, if at all, do you do each of the following…Base: All drivers (car/van)/ Male drivers 16-34
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
Sept 14
THINK! Motorbikes presentation© TNS November 2014
Overview of key findings
1
2
At this stage there is limited evidence of impact on behaviours of motorcyclists in general
3
The videos perform well in terms of recognition, are well liked and make people think more about signing up for further motorbike training courses
Positive impact seen on attitudes to further training among those who recognised the campaign
30
4
Not being seen at higher levels amongst key target of Males 35-54
THINK! Motorbikes presentation© TNS November 2014
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)
19
15
13
10
10
9
8
8
8
6
6
6
5
19
14
12
12
8
8
7
9
8
7
6
7
More awareness of advertising/publicity at post wave, Youtubeseeing large increase
MCN
Magazine
TV advert
Through the internet/ a website
TV news
Leaflet / booklet picked up
Local newspaper
Youtube
Road signs
National newspaper
Poster hoarding
Poster on bus
5
5
4
4
4
2
4
1
1
1
39
7
6
5
5
4
4
1
47
Post
Pre
Radio advert
Indoor poster
Other TV programmes
TV plays / soaps
Other social network
Radio programme
Friends/family/WOM
IAM
Motorbike club
None of these
* ‘Indoor poster’ and ‘YouTube’ were included in the post stage only
% %
57
THINK! Motorbikes presentation© TNS November 2014
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)
Some spontaneous mention of Chaz Davies campaign
Spontaneous recall of motorcycle advertising
12% Training courses or schemes / 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
33
THINK! Motorbikes presentation© TNS November 2014
Good recognition of video, and moreso amongst heavier riders
19
80
1
YesNoDon't know
If seen the video or one similar …(prompted)
% of recognisers higher amongst…
25% females
35% 24-34 year olds
27% motorcyclists who have had license for 1-5 years
32% heavier riders (mileage >10,000)
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)
%
34
THINK! Motorbikes presentation© TNS November 2014
Q19. What do you think were the main messages of these videos?Base: All motorcyclists (500)
Key messages being taken out of videos
Main message of the videos
23% You’re never too experienced to learn more safety skills
20% Anyone can learn / You can 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)
36
THINK! Motorbikes presentation© TNS November 2014
The videos are generally well liked, and this reaction is stronger amongst key target
56
54
48
44
35
6
3
66
58
51
48
37
4
2
All motorcyclists Males aged 35-54
I liked the style of the videos
I liked the people featured in the video
Using a professional racer made me take more notice of the video
It sticks in my mind
It is the sort of video I would talk about with other people
I found it confusing
I found it irritating
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)
Reaction to the videos
%
37
THINK! Motorbikes presentation© TNS November 2014
The videos have a positive impact on those who watched them, and again it is particularly strong amongst the target group
45
40
40
39
38
33
22
19
48
42
38
43
43
37
24
23
All motorcyclists Males aged 35-54
It made further motorbike training look like fun
It made me consider further motorbike training
It made me think further training is for people like me
It made me realise further training would improve my ride
It made me realise that I could learn a lot more about riding
It made me more likely to take further training
It made me ride more carefully
It gave me useful tips for riding defensively
Impact of the videos
Q20b. And which of these do YOU personally feel about the videos?Base: All motorcyclists (500) / Males aged 35-54 (164)
%
38
THINK! Motorbikes presentation© TNS November 2014
Amongst 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
43
54
3
YesNoDon't know
If signed up to a further training course…(amongst those who heard or seen the campaign videos)
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
6
3
3
2
2
2
2
3
THINK
Advanced / advanced test(unspecified)
AA
Advanced motorcycletraining (unspecified)
Advanced driving course(unspecified)
Local motorcycling course
BikeSafe workshop
Government Schemes /DVLA
Which course?
BikeSafe Workshop was also mentioned along with some other generic mentions of advanced motorcycle training
%
%
39
THINK! Motorbikes presentation© TNS November 2014
11Riders: Cause and responsibility for motorcycle accidents
THINK! Motorbikes presentation© TNS November 2014
Post campaign, spontaneous mentions of drivers being the cause of motorcycle accidents decreased
Q2. What would you say is the most common cause of motorcycle accidents?Base: All motorcyclists at pre and post stage (500/500)
Top 10 most common causes of motorcycle accidents(unprompted)
1511
8 85 5 4 3 3 3
15
84
84 3 1
3 4 3
Pre Post
66
%
Car drivers not looking
Car driver not seeing/
noticing bikes
Speeding Speeding motorcyclists
Lack of attention by car drivers
Car drivers pulling out at
junctions
Car drivers Inexperience of driver/
rider
Poor driving Cars
THINK! Motorbikes presentation© TNS November 2014
69
43 41
31 3023 23
10
71
42 40
28 2623 22
12
Pre Post
No real movement between pre and post on causes of motorcycle accidents
Top 10 most common causes of motorcycle accidents(prompted)
Loses control because travelling too fast
Loses control
because of road
surface
Pulls out in front of a
motorcycle at a
junction
Doesn’t notice a
motorcycle trying to overtake
Doesn’t leave enough room
for motorcyclist
Overtakes when can’t
see oncoming
traffic
Doesn’t see motorcyclist
clearly because rider
is wearing dark colours
Isn’t concentrating
on car in front
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)
67
%
THINK! Motorbikes presentation© TNS November 2014
Amongst the target group, slight movement in those seeing motorcyclists as being responsible
1 14 5
15 14
60 59
13 14
5 52 3
Pre Post
7 (Completelyresponsibility ofmotorcyclists)6
5
4 (Equal responsibility)
3
2
1 (Completelyresponsibility of cardriver)
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)
2 28 6
1512
5960
12 16
4 32
Pre Post
All motorcyclists Males aged 35-54%
68
THINK! Motorbikes presentation© TNS November 2014
There is no increase in frequency of those precautions that are already common
3
3
4
4
3
3
2
4
5
5
1
1
1
1
1
2
1
1
1
17
21
14
16
18
20
18
19
22
22
78
75
80
79
77
74
77
75
71
72
Think ahead and give yourself time to react
Post
Pre
Wear protective gearPost
Pre
Plan your approach to bends so you can go round them smoothly
and safely
Post
Pre
Position yourself in the safest and best place to maximise your visibility of potential hazards
Post
Pre
Take a ‘lifesaver’ glance over your shoulder before carrying out
manoeuvres
Post
Pre
*’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)
%
Precautions taken (1)
Ran
ked
by T
op2B
ox a
t pr
e st
age
Never Rarely Occasionally Always
7045
THINK! Motorbikes presentation© TNS November 2014
There is however slight improvement for those precautions that are generally taken less often
4
5
3
5
13
13
13
15
9
11
2
1
1
5
3
6
7
4
5
20
26
20
22
43
40
36
30
37
34
73
67
76
71
38
42
43
46
37
37
Ride at a speed that lets you stop within the distance you can see is
clear
Post
Pre
Anticipate the actions of othersPost
Pre
Avoid filtering through traffic or overtaking on the approach to a
junction
Post
Pre
Wear bright reflective clothingPost
Pre
Use a planned system of ridingPost
Pre
*’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)
%
Precautions taken (2)
Ran
ked
by T
op2B
ox a
t pr
e st
age
Never Rarely Occasionally Always
7146
THINK! Motorbikes presentation© TNS November 2014
No change in uptake or consideration of further training. Main barrier is belief in having enough experience
If have taken or would consider further training…
41
51
10 1
40
52
11 3
%%
Yes, I have taken further trainingYes, I would consider further trainingNoDon’t know
Pre Post
Reasons for not considering further training
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)
37
15
14
14
11
10
9
6
6
18
Have enough experience already
Price / Cost
Already ride safely / Carefully
I don't need it
Don't ride enough
Age / Too old
Already aware of dangers of other road users
It is car drivers who need more training
Have already or thinking of giving up biking
Other
%
7348
THINK! Motorbikes presentation© TNS November 2014
Differences in perceptions around further motorbike training amongst those who recognised the campaign
182321
122021
152525
1729
23
346
978
293738
252020
303733
1113
13
11
1
354
181417
3229
25
231514
271919
324746
343334
2611
10
1910
11
2688
251011
5134
32
4640
35
I wasn’t aware of any further training schemes
Post - CR**Post – AllPre
I don’t know what further training involves
Post – CRPost – AllPre
I’ve passed my motorbike test, that’s all the training I need
Post – CRPost – AllPre
I don’t need more training because I already ride well
Post – CRPost – AllPre
I’ll become a skilled rider by experience and riding regularly
Post – CRPost – AllPre
Riding defensively makes you less vulnerable
Post – CRPost – AllPre
*’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)
%
Statements about further motorbike training (1) Disagree strongly Disagree slightly Agree slightly Agree strongly
74
**CR – campaign recognisers
49
Sig. diff.
THINK! Motorbikes presentation© TNS November 2014
12
22
12
233
134
668
1
1
1
1
121
111
24
3535
40
323637
323635
373735
3238
34
333436
605447
615351
625555
4727
27
4731
31
442625
There is a positive change in perceptions around further motorbike training amongst those who recognised the campaign
Further training can improve your defensive riding skills and reduce your risk of having an accident
Post - CR**Post – AllPre
Further skills training can improve your ride
Post – CRPost – AllPre
No matter how good or experienced you are, there is
always more to learn about riding
Post – CRPost – AllPre
There is a training package to suit everyone
Post – CRPost – AllPre
Further training is enjoyable
Post – CRPost – AllPre
Further training is aimed at people like me
Post – CRPost – AllPre
*’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)
%
Statements about further motorbike training (2) Disagree strongly Disagree slightly Agree slightly Agree strongly
75
**CR – campaign recognisers
Sig. diff.
50
THINK! Motorbikes presentation© TNS November 2014
Half of motorcyclists are not aware of any further training schemes, but IAM, BikeSafe and RoSPA were mentioned most
Q7. Please list any further motorbike training schemes you have heard ofBase: All motorcyclists (Post stage 500)
13
8
7
5
4
4
2
2
2
2
2
Motorbike training schemes heard of..
IAM
Advanced motorcycle training / course / test (unspecified)
BikeSafe Workshop
All other police course mentions
RoSPA
Enhanced Rider Scheme
Advanced driver / driving course / test (unspecified)
Advanced test (unspecified)
CBT
AA
Local motorcycling course (all mentions)
Other mentions:
RAC Harley Davidson (Rider's Edge) BMF (Blue Riband) Ridesafe ACU Star Rider Honda THINK Pass Plus DAS (Direct Access) Motorcycle Association / Club / Centre
%All mentions >1%
51% selected ‘Don’t know’ or answered ‘None’
7651
THINK! Motorbikes presentation© TNS November 2014
Insight and recommendations
Drivers targeted radio ad continues to perform well in terms of recognition, despite reduced spend
Continue with lower spend campaign for drivers
Limited impact on behaviour measures among all drivers – not seen previously
Continue with current messaging as it seems to be showing some impact on behaviour
Riders campaign performed well in terms of recognition and response to the campaign although not at higher levels within key target
This targeted media strategy works very well for the riders group and should be continued for future activity with increased signposting for key target audience
Limited evidence yet of an increase in riders using defensive riding techniques although positive impact seen on attitudes towards further training among those who recognised the campaign
It is too early in the campaign messaging to see an impact on behaviour - future activity should continue to communicate defensive riding techniques, as well as encouraging training
RecommendationsResearch insights
53
THINK! Motorbikes presentation© TNS November 2014
Base Apr 09(post)
Feb 10(pre)
Apr 10(post)
Jun 11(pre)
Jul 11(post)
Apr 12(post)
May 13(post)
Aug 14 (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 campaign ad 1,201 N/A 883 N/A 702 794 942 255
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
Base sizes
Top Related