Findings show that recent events have had a - Ministry of Civil ...
Findings show that recent events have had a - Ministry of Civil ...
Findings show that recent events have had a - Ministry of Civil ...
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63% specifically recall the Get Ready<br />
Get Thru television advertising.<br />
Prompted recall has<br />
decreased only<br />
marginally since last<br />
year, despite the<br />
cancellation <strong>of</strong> the<br />
March Get Ready Get<br />
Thru advertisements.<br />
Recall lower among:<br />
•Those for whom English is not a<br />
first language (41%, cf. 67% <strong>of</strong><br />
others)<br />
•Those who identify with an Asian<br />
ethnic group (42%, cf. 66% <strong>of</strong><br />
others)<br />
•Those over 60 years <strong>of</strong> age (50%,<br />
cf. 67% who are younger)<br />
•Those with a HH income under<br />
$40k (54%, cf. 66% <strong>of</strong> others)<br />
Prompted TV advertising recall<br />
*Ratecard value for TV ads<br />
Annual ratecard value ($ million)*<br />
Q18. Have you seen any television advertisements for <strong>Civil</strong> Defence presented by Peter Elliot? The ads featured emergency services, public<br />
transport, and hospitals. The ads <strong>show</strong> what services may not be there to help you in an emergency and what you need to do to help you<br />
survive a disaster. Peter also directs us to the Yellow Pages for further information as well as telling us to go to the “Get Ready, Get Thru”<br />
website. Base: All Respondents: 2007 (n= 1000), 2008 (n= 1016), 2009 (n=1000), 2010 (n=1000), 2011 (n=1164)<br />
© Colmar Brunton 2011 42
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