MONTANA
ABSTINENCE PARTNERSHIP
MEDIA CAMPAIGN SURVEY RESEARCH
2002 RESULTS
I. INTRODUCTION
To examine awareness and
effectiveness levels regarding the 2002 media campaign, the Montana
Abstinence Partnership commissioned McFain and Associates Research, Inc.
to conduct a telephone survey of parents and teens in six Montana
cities. The research was conducted between May 6 and 24, 2002.
McFain & Associates
intends the structure of this report to be Auser
friendly@ and actionable. The Executive Summary
contains an overview of the study highlights while additional information for
each of the major areas of the study can be found in the Key Findings.
Key research steps included
developing a clear understanding of the research objectives, developing the
research process and instrument, implementing the survey, and developing an
analysis and report to answer all research objectives. The two major areas of
investigation for this study were:
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Section 1 - Parent Segment (This area examines parents= awareness levels of the campaign, their recall of
where they saw or heard the ads and the content of the spots, their ability to
recall the Web address, as well as the campaign=s effectiveness in prompting parental teen discussions, and support for
continuing the campaign.)
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Section 2 - Teen Segment (This section of the research investigates teens= awareness levels of the campaign, their recall of
where they saw or heard the ads and the content of the spots, their ability to
recall the Web address, as well as the campaign=s effectiveness in prompting parental teen discussions, and support for
continuing the campaign. It also explores the pressure teens feel to be
sexually active, and the power of the ads in helping them resist that
pressure.)
This report communicates the
results of the research conducted with 404 parents and 407 teens.
II. EXECUTIVE SUMMARY
The following is a brief
summary of the results of the 2002 media campaign research.
Section 1 - Parent Segment
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90.6% of the respondents surveyed
reported having seen or heard the ads regarding teen sexual abstinence.
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91.6% of the parents reported
seeing them on television, 32.4% had seen billboards, and 19.1% said they had
heard them on the radio.
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The highest recall of specific
spots was for He Loves Me 68.8%. The lowest recall was for Daughter/Son
Talk and Promises/Native American, both at 9.7%.
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Only 9.7% of the parents could
recall the Web address.
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28.2% of the parents surveyed
indicated that the ads had prompted discussions between them and their teen/s.
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81.4% of the parents interviewed
want to see the ads continue to air. Only 4.5% reported that they did not want
the campaign to continue, while 14.1% were undecided.
Section 2 - Teen Segment
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88.7% of the teens reported that
they had seen or heard the ads.
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97.8% indicated seeing the ads on
television, while 45.7% said they had seen billboards, and 23.6% said they
heard radio ads.
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Teens were evenly split regarding
the number of times they reported seeing or hearing the ads. 31.4% said they
had seen them one to five times, 32.9% said they had seen them six to ten
times, while 35.1% indicated seeing them more than ten times.
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Among the teens, He Loves Me,
had the highest recall at 81.1%, while 62.4% of the teens remembered Friends
and Losers. Daughter/Son Talk had the lowest recall rate at 16.5%.
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66.3% of the teen respondents
called the TV ads effective, or very effective in delivering their message. He
Loves Me was considered, by teens, to be the most effective ad, followed by
Friends and Losers.
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84.3% of the teens surveyed want
to see the TV ads continue.
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50.6% of the teens surveyed felt
that radio spots would be less effective than TV, but more effective than
billboards.
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If the ads are aired on radio,
60.2% of the teens believe they should air on Arock@ radio.
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34.2% of the teens identified the
billboard message as, ASave Sex =Til
Marriage, it=s the Smart Choice.@
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28.3% said the billboards are
effective or very effective.
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67.6% want to see the billboard
ads continue.
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76.9% of the teens surveyed
identified TV as the most effective media.
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5.7% of the teens correctly
identified the Web address.
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66.1% of the teens at least
somewhat agreed they are under a great deal of pressure to be sexually active.
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62.2% said the ads will help them
resist the pressure.
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41% said the ads prompted
discussion between them and their parents.
III. METHODOLOGY
McFain & Associates
conducted the research between May 6 and May 24, 2002.
The survey was administered by telephone from the Boise offices of
McFain and Associates Research. To provide the most accurate research possible,
surveys were conducted using WinCATI software. Statistical analysis was
performed in SPSS (Statistical Package for Social Science). The research
achieves a 95% confidence level with a " 4.9 -
point margin of error in both the parent and teen surveys.
IV. SAMPLING STRATEGY
McFain & Associates
designed the research to provide analysis of data drawn from the population of
six Montana cities:
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Billings
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Missoula
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Butte
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Helena
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Great Falls
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Kalispell
Each of the six cities
constituted a stratum. The number of responses from each area was based on the
ratio of the proportional contribution of the population of the city to the
population of the total survey area. Applying a random selection technique to
valid telephone numbers ensured randomization of respondents within each city.
Only households with teens between twelve and eighteen years of age qualified
as participants. Proportionality was confirmed by asking each respondent to provide
the name of the city in which they live.
V. KEY FINDINGS
The following are the key
findings of the study by the two major areas of investigation.
Section 1 - Parent Segment
This area examines parents= awareness levels of the campaign, their recall of
where they saw or heard the ads and the content of the spots, their ability to
recall the Web address, as well as the campaign=s effectiveness in prompting parental teen discussions, and support for
continuing the campaign.
Survey
Questions
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What city do you live
in?
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Would you tell us the
grades your teenagers are in?
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Have you seen or heard
the ads regarding teen sexual abstinence?
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Where have you seen or
heard the ads?
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Do you remember the
content of the TV ads?
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Do you remember the
Web address that you see in the ads and on the billboards?
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Have the ads prompted
any discussion between you and your teen/s?
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Would you like to see
the ads continue?
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Gender (observed).
Results
Nearly seventy
percent of the parents interviewed were female (69.3%), while just under
thirty-one percent (30.7%) were male. As seen in Table 1, an excellent cross
section of households participated in the survey regarding the ages of their
children.
Table 1:
Grades of Teens in the Household
|
Grade of Teen
|
% of Households*
N = 404
|
|
7th
|
25.7%
|
|
8th
|
24.5%
|
|
9th
|
23.5%
|
|
10th
|
25.0%
|
|
11th
|
16.1%
|
|
12th
|
14.1%
|
|
High School Graduate
|
18.6%
|
* Percentages add to more than 100% because of more than one teen
in many households.
Ninety-one
percent (90.6%) of the parents surveyed had seen the teen sexual abstinence
campaign. Ninety-two percent (91.6%) of those respondents reporting that they
had seen or heard the ads, reported that they had seen them on television.
Thirty-two percent (32.4%) said they had seen a billboard, while 19.15% heard
the ads on television. Six percent (6.4%) indicated that they had seen or
heard the ads, but were unable to identify where.
Few respondents,
9.7%, were able to correctly identify the Web address. Eighty percent simply
said they did not know the Web address, while 10.4% identified the wrong
address.
Twenty-eight
percent of the parents said that the ads had prompted discussion with their
teen/s. It is worth noting that a high percentage reported that this was not
the first discussion, but that the ads prompted Amore@ discussion.
An overwhelming
81.4% of parents would like to see the ads continue. Parents in Billings and Helena at eighty-five percent were most
supportive of having the ads continue, while parents in Butte were the least supportive with seventy-two percent (71.7%)
supporting continuation.
Parent Cross
Tabulation Analysis
Cross-Tabs
compare and breakout the answers to questions by demographics, or the results
of other questions. McFain & Associates performed a cross-tab analysis on
each of the questions in the parent segment of the research by the city in
which the parent lived.
A Pearson
Chi-Square Test for Significance was performed on each cross-tabulation. The
chi-square is an invaluable procedure for testing the differences in two frequency
distributions. It is a robust statistic which yields results upon which great
confidence can be placed. The basic information offered by a chi-square test
is a decision concerning whether two or more groups differ on a measurement of
some specific characteristic. The telling characteristic is the probability
level. A probability statistic reveals how often, in a randomly selected
sample from an homogeneous population, one could expect to find a distribution
with results as great (or greater) than the sample results being tested.
In social science
research, it is generally accepted that a probability level of .05 (indicating
5 times out of 100) or less is accepted as a statistically significant
difference. In other words, a probability level of .05 means that the chances
are 5 out of 100 that this incident could occur by mere chance. Stated another
way, if a chi-square produces a probability level of .00000, it means that
there is virtually zero probability that the results could be by mere chance.
In other words, there is fundamentally no likelihood that the answers being
given are not being conditioned by the conditions of the cross tabulation
performed.
The chi-square
test found statistically significant difference regarding the following parent
cross-tabs.
City
By
Where have you
seen or heard the ads?
Although
television had by far the highest reach in all cities, parents in Butte and Kalispell were slightly more likely to have seen the TV ads
than parents in the other four cities. Regarding the billboards, parents in
Kalispell were significantly more like to have seen the billboards while
respondents in Missoula and Helena were
least like to have seen billboards. Fewer respondents in all six cities
reported hearing radio ads. Parents from Great Falls
(27.1%) and from Billings (22.0%) reported hearing radio ads in the
highest numbers.
City
By
Do you
remember the content of the TV ads?
Regarding the
specific ads parents remembered seeing, a statistically significant difference
was found in association with three spots.
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Friends and Losers
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Promises/Dreams
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Promises/Native
Americans
Parents in Missoula were more likely to recall Friends and Losers, parents in
Kalispell remembered Promises/Dreams, while parents in Helena had the highest recall of Promises/Native American. This
study cannot specifically account for why these ads had higher recall in
specific cities; the spots may have had more impact, or they may have aired
more often in those markets.
City
By
Have the ads
prompted any discussion between you and your teen/s?
Parents in Missoula were considerably more likely to report that the ads
prompted discussion. Parents in Kalispell were least likely to have been
prompted to discussion.
City
By
Would you like
to see the ads continue?
A majority of
parents in all six cities support the continuation of the ads. The least
support for continuing the ads came from Kalispell (68.0% support) and Butte (71.7% support).
Section 2 -
Teen Segment
This section of
the research investigates teens= awareness levels of the campaign, their recall of where they saw
or heard the ads and the content of the spots, their ability to recall the Web
address, as well as the campaigns effectiveness in prompting parental teen
discussions, and support for continuing the campaign. It also explores the
amount of pressure teens feel to be sexually active, and the power of the ads
in helping them resist that pressure.
Survey
Questions
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What city do you live
in?
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What grade are you in?
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Have you seen the ads
regarding teen sexual abstinence?
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Where have you seen or
heard the ads?
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How often would you
say you=ve seen the TV
ads?
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Do you remember the
content of the TV ads?
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How effective do you
feel the TV ads are in delivering their message?
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Which was the most
effective TV ad?
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Would you like to see
the TV ads continue?
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Compared to television
and billboards, how effective do you think it would be to run ads on radio?
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What stations
(formats) should air the ads?
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Can you tell me the
content of the billboard ads?
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How effective do you
feel the billboards are in delivering their message?
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Would you like to see
the billboard ads continue?
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Thinking about the
different media: television, radio, billboards; which do you think is most
effective?
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Do you remember the
Web address that you saw in the TV ads and on the billboards?
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Do you agree or
disagree with the statement: Teens my age feel a great deal of pressure to be
sexually active?
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Do you think these ads
will help teens resist the pressure to be sexually active?
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Did these ads prompt
any discussion with your parents?
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Would you tell me who
you live with?
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Gender.
Results
An even
distribution of male (50.4%) and female (49.6%) teens were interviewed. Teens
who participated in the survey were also well distributed across grades, as
shown in Table 2.
Table 2:
Grades of Teen Respondents
|
Grade of Teen
|
% of Teens
N = 407
|
|
7th
|
19.2%
|
|
8th
|
18.4%
|
|
9th
|
15.0%
|
|
10th
|
16.7%
|
|
11th
|
10.6%
|
|
12th
|
9.3%
|
|
High School Graduate
|
10.8%
|
Eighty-nine
percent (88.7%) of the teens surveyed recalled seeing or hearing the ads.
Almost all of the teens (97.8%) reported seeing the TV ads, 45.7% saw the
billboards, and 23.6% said they heard radio ads.
Thirty-one
percent (31.4%) reported seeing the TV ads between one and five times, 32.9%
say the spots six to ten times, and 35.1% said they had seen the ads more than
ten times.
The He Loves
Me spot had the highest recall with 81.1% of the teens remembering it.
Figure 1 shows the recall rate for each of the ads.
Sixty-six percent
(66.3%) of the teens survey thought that the ads were either very or somewhat
effective. Only 3.9%said the ads were ineffective. Table 3 shows the results
of the question.
Table 3: How
effective were the TV ads?
|
Effectiveness
|
% of Teens
N = 407
|
|
Very Effective
|
62.5%
|
|
Somewhat Effective
|
39.8%
|
|
Neither Effective/Ineffective
|
29.7%
|
|
Somewhat Ineffective
|
3.9%
|
|
Very Ineffective
|
0.0%
|
Specifically, the
most effective ad was He Loves Me. Figure 2 shows how the teens rated
the effectiveness of the TV spots.
Eighty-four
percent (84.3%) of the teens surveyed said that TV ads should continue.
Fourteen percent (14.3%) said they Adon=t care.@ One percent (1.0%) said they Adon=t know.@ Only two respondents (0.5%) said they
ads should not be continued.
When asked to
compare the effectiveness of radio ads to the effectiveness of TV and billboard
ads, most teens (50.6%) felt that radio would be less effective than TV, but
more effective than billboards. The second highest percentage of teens (10.8%)
felt that radio would have the same effectiveness as TV but more that
Billboards.
If radio
advertising were to be used, a majority of teens (60.2%) said that the ads
should be aired on Arock@ radio. Twenty-five percent (25.1%) said
the ads should be on Ahard rock@ stations. Figure 3 shows the radio
station question results.
Thirty-four
percent of the teens recalled the ASave sex >til marriage, it=s the smart choice@ slogan on the billboards. Only
twenty-eight percent of the respondents considered the billboards effective.
Table 4 shows the effectiveness level of the billboards.
Table 4: How
effective were the billboard ads?
|
Effectiveness
|
% of Teens
N = 407
|
|
Very Effective
|
10.3%
|
|
Somewhat Effective
|
17.9%
|
|
Neither Effective/Ineffective
|
49.1%
|
|
Somewhat Ineffective
|
19.2%
|
|
Very Ineffective
|
3.4%
|
In spite of the
fact that only 28% of the teens find the billboards effective, 67.6% of the
teens surveyed said that the billboard advertising should continue.
Teens (76.9%)
overwhelmingly said that television is the most effective media for reaching
them. When asked why, they said it was because more teens watch TV.
Only six percent
(5.7%) of the teens remembered the Web site address. A slightly higher
percentage (7.9%) gave a wrong address.
Two-thirds of the
teens survey (66.1%) at least somewhat agreed with the statement Ateens my age feel a great deal of pressure
to be sexually active.@ Table 5 shows
the results of the question.
Table 5: Teens
my age feel a great deal of pressure to be sexually active
|
|
% of Teens N = 407
|
|
Strongly Agree
|
45.9%
|
|
Somewhat Agree
|
20.1%
|
|
Neither Agree/Disagree
|
12.8%
|
|
Somewhat Disagree
|
12.8%
|
|
Strongly Disagree
|
8.4%
|
Sixty-two percent
(62.2%) of the teens said that the ads will help teens resist the pressure to
be sexually active. Nineteen percent (18.9%) did not feel the ads would help,
while 18.9% were Anot sure.@
Forty one percent
(41.0%) of the teens reported that the ads prompted discussion between them and
the parents. Fifty-one percent (51.1%) said that no discussions were prompted
and 7.9% indicated that they Adidn=t know.@
Table 6 shows the
make-up of the teen=s household.
Table 6: Who
do you live with?
|
|
% of Teens
N = 407
|
|
Both Parents
|
61.4%
|
|
Mother
|
31.9%
|
|
Father
|
3.9%
|
|
Other Relatives
|
1.5%
|
|
Other
|
1.2%
|
Teen Cross
Tabulation Analysis
The chi-square
test found statistically significant difference regarding the following teen
cross-tabs.
City
By
Have you seen
or heard the ads regarding teen sexual abstinence?
While 79.3% of
the teens in Kalispell and 81.3% of the teens in Butte
recalled the ads, this was still lower than in the other four cities, where the
percentages ran in the high eighties and low nineties.
City
By
Where have you
seen or heard the ads?
Billboards had a
higher recall in Great Falls and Kalispell. Fewer teens in Missoula, Butte, and Kalispell reported hearing radio spots.
City
By
Do you
remember the content of the TV ads?
Teens in Missoula and Butte had higher recall of Friends and
Losers. Teens in Missoula, Helena, and
Kalispell had very low recall of Daughter/Son Talk. Teens in Kalispell
had a far lower recall of Play By Play. Promises/Native American had
higher recall levels in Butte and Great Falls.
City
By
How effective
were the TV ads?
Teens in
Kalispell and Missoula considered the ads less effective than
teens in the other four cities.
City
By
Which was the
most effective TV ad?
Teens in Missoula, Butte, Great Falls,
and Kalispell indicated that He Loves Me was the most effective ad. In Missoula, teens liked Friends and Losers, while in Helena they were evenly split between Friends and Losers
and He Loves Me.
City
By
Would you like
to see the ads continue?
While only two
teens in the entire study (both from Billings) said
that they did not think the ads should continue, a higher percentage of teens
in Missoula, Butte, and
Kalispell said Adon=t care.@
City
By
Compared to
television and billboards, how effective do you think it would be to run the
ads on radio?
When asked to
respond to the question ACompared to
Television and billboards, how effective do you think it would be to run the
ads on radio?@ teens in Butte considered radio more effective than teens in other cities.
Thirty-five percent (35.4%) of the teens in Butte
considered radio as effective as TV. The second highest percentage of teens to
feel radio was as effective as TV were in Billings, at
only 13.0%.
However, teens
were also asked the question AWhich is the most effective method for delivering the message?@ 100% of the teens in every city except Great Falls said Television. Tables 7 and 8 show the
results of these two questions broken down by city.
Table 7:
Compared to television and billboards how effective do you think it would be to
run ads on radio?
|
|
Less than TV - More than billboards
|
Same as TV - More than billboards
|
|
Billings
|
51.1%
|
13.0%
|
|
Missoula
|
60.0%
|
5.3%
|
|
Butte
|
37.5%
|
35.4%
|
|
Helena
|
63.4%
|
0%
|
|
Great Falls
|
44.6%
|
4.8%
|
|
Kalispell
|
44.8%
|
6.9%
|
Table 8: Which
is the most effective media for delivering the message?
|
|
Television
|
Radio
|
Billboards
|
Don=t Know
|
|
Billings
|
100%
|
0%
|
0%
|
0%
|
|
Missoula
|
100%
|
0%
|
0%
|
0%
|
|
Butte
|
100%
|
0%
|
0%
|
|
|
Helena
|
100%
|
0%
|
0%
|
0%
|
|
Great Falls
|
11.0%
|
41.5%
|
29.3%
|
18.3%
|
|
Kalispell
|
0%
|
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