Transcript Think! British Superbikes Sponsorship 2007 Measuring Return on Investment Prepared for: Natasha De-bique Department for Transport September 2007

Think! British Superbikes Sponsorship 2007
Measuring Return on Investment
Prepared for:
Natasha De-bique
Department for Transport
September 2007
Contents
Background & Objectives
Key Findings
Media Evaluation – THINK! Exposure
Spectator Surveys – THINK! Effects
Biking Community Research
Project Background and Objectives
Background

THINK! is a Department of Transport campaign that strives to make people think more about road safety. It
aims to cut the number of deaths and serious injuries from road deaths by 40% by 2010

THINK! has sponsored the British Superbike Championship for the past three years. The aims of the
sponsorship are to build affinity and credibility of the THINK! Brand within the biking community

As was the case in 2006, the 2007 sponsorship will feature The Academy. This activity includes a
dedicated web-site and is brought to life by an on-site stand at championship events. The Academy is
designed to further strengthen the credibility of the THINK! message amongst the biking community

The Academy is targeted at those that follow the championships but it is hoped that the platform built
amongst this group will provide a launch pad to reach the wider biker community, and potentially that some
messages will perforate to the broader audience

THINK! require research in order to measure the level of exposure their BSB sponsorship achieves in 2007
and to gauge the effects of the THINK! and Academy activity on the target audience
Research Objectives

Overall, this research should help THINK! understand the return on investment their
sponsorship of BSB 2007 achieves

Specifically the research covers the following areas

SPONSORSHIP VALUE

Measure exposure of THINK in TV, Press and through PR initiatives

Evaluate the monetary value of the exposure achieved

SPONSORSHIP EFFECTS

Track awareness of the THINK! Sponsorship and the Academy

Measure cut-through and effectiveness of the key Academy messages

Gauge attitudes towards Department of Transport, THINK! and the Academy as a
sponsor of BSB

Measure the credibility and affinity of the Academy amongst the target audience
Media Evaluation
THINK! Exposure
Key Findings
Television
The first half of the 2007 BSB season has seen some changes in the broadcast environment. The primary
difference year on year is the significant increase in the amount of coverage. Sky Sports and Men & Motors
are both showing multiple repeats of each round. This has resulted in an 82% increase in dedicated BSB
coverage.
Audiences have been strong so far this year, with ITV1 in particular achieving some very large audiences.
However, the growth in audience is not in line with the growth in coverage, the reason being that a lot of the
coverage is in the form of late night repeats, attracting very small audiences.
As a direct consequence of the 82% increase in coverage, there has also been a significant increase in the levels
of brand exposure achieved by THINK!, 330% up year on year. On top of the increased coverage, the interview
backdrop has also been performing very well, both ITV and Sky Sports have been showing more interviews.
During the ITV coverage of Knockhill, there was over 12 minutes of interviews (featuring backdrops), this was then
repeated multiple times on Men & Motors.
Whilst the extensive brand exposure within the Sky Sports and Men & Motors repeats does not generate a great
deal of media value, strong exposure within ITV1 coverage has seen year on year increases in value. The 12
minutes of interviews at Knockhill was viewed by the highest audience of the season to date, 1,316,000. As a
result, the clear THINK! Exposure from that programme alone, delivered a media value of £107,980.
Television
Coverage and Audience
Coverage by Round
Multiple repeats and the absence of Mondello Park in 2006 have contributed towards an 82% increase
in dedicated BSB coverage
20:00:00
2006
2007
19:44:53
18:08:45
16:00:57
15:14:39
Duration of Coverage
15:00:00
12:41:28
12:38:25
11:48:35
10:00:00
05:00:00
Cancelled
due to
weather
00:00:00
Brands Hatch
Thruxton
Silverstone
Oulton Park
Snetterton
Round
Duration of Coverage to date in 2007 – 106:17:42
Duration of to date in 2006 – 58:22:42
Mondello Park
Knockhill
Share of Coverage by Channel
Extensive coverage in the form of repeats on Sky Sports and Men & Motors
2007
Multi Channel
91.0%
2006
ITV
15.9%
Terrestrial
9.0%
Sky Sports
84.1%
Audience by Round
Year on year audiences have been generally strong, particularly on ITV1. However, audiences have not
grown in line with the increase in coverage, the reason being that a lot of the additional coverage is in
the form of late night repeats, achieving low audience figures.
1,800
2006
2007
Adult Audience (000's)
1,395
1,200
1,134
1,093
1,040
821
1,097
1,042
1,006
865
785
779
689
640
600
Cancelled
due to
weather
0
Brands Hatch
Thruxton
Silverstone
Oulton Park
Snetterton
Round
Cumulative Audience to date in 2007 – 6,761,000
Cumulative Audience to date in 2006 – 5,625,000
Mondello Park
Knockhill
Share of Audience by Channel
The live coverage of Brands Hatch and Oulton Park on ITV4 has provided a significant boost to the
audience levels achieved via the multi channel platform.
2007
Multi Channel
14.4%
2006
Sky Sports
2.9%
Terrestrial
85.6%
ITV
97.1%
Think! Brand Exposure
THINK! Exposure Examples
Think! Brand Exposure by Round
Unclear exposure is rare, primarily as a result of multiple branding positions, optimising opportunity
Brand Exposure (secs)
6,000
Clear
Unclear
5,424
4,000
2,728
2,467
2,407
1,832
2,000
1,512
1,106
476
147
312
252
36
36
12
0
Brands Hatch
Thruxton
Silverstone
Oulton Park
Snetterton
Round
Total Clear Exposure in 2007 – 17,476 seconds
Total Unclear Exposure in 2007 – 1,271 seconds
Mondello Park
Knockhill
Think! Brand Exposure by Round – Year on Year
Multiple repeats of each round, and increased usage of interview backdrops has boosted exposure by 330%
Brand Exposure (secs)
6,000
2006
2007
5,424
4,000
2,728
2,467
2,407
1,832
2,000
1,512
1,106
1,023
539
561
864
Cancelled
due to
weather
412
657
0
Brands Hatch
Thruxton
Silverstone
Oulton Park
Snetterton
Round
Total Clear Exposure in 2007 – 17,476 seconds
Total Clear Exposure in 2006 at same stage in series – 4,056 seconds
Mondello Park
Knockhill
Think! Brand Exposure by Source
Interview Backdrops are dominant source of exposure
12,000
Brand Exposure (secs)
10,355
8,000
6,808
Clear
Unclear
4,000
975
284
313
12
0
Interview Backdrop
Track Signage
Round
Total Clear Exposure in 2007 – 17,476 seconds
Total Unclear Exposure in 2007 – 1,271 seconds
Podium
Think! Television Media Value
Think! Sponsorship Media Value by Round
Values generated by strong audiences for ITV1 coverage, combined with good exposure
120,000
112,237
2006
2007
12 minutes of interviews during
ITV1 broadcast of Knockhill,
which achieved an audience of
1.3million
Media Value (£'s)
80,000
40,000
24,212
23,454
17,109
13,719
17,273
12,830
12,000
11,259
8,824
7,685
4,237
3,423
0
Brands Hatch
Thruxton
Silverstone
Oulton Park
Snetterton
Round
Total Sponsorship Media Value in 2007 – £219,115
Total Sponsorship Media Value in 2006 at same stage in series – £49,147
Mondello Park
Knockhill
Think! Advertising Equivalent Value by Round
400,000
Advertising Equivalent Value (£'s)
2006
2007
308,011
300,000
200,000
100,000
74,593
74,790
64,736
48,740
49,083
42,201
27,246
18,698
37,381
41,142
33,400
14,460
0
Brands Hatch
Thruxton
Silverstone
Oulton Park
Snetterton
Round
Total Advertising Equivalent Value in 2007 – £649,393
Total Advertising Equivalent Value in 2006 – £185,088
Mondello Park
Knockhill
Think! Share of Sponsorship Value by Broadcaster
The multi – channel share of media value has been boosted in part by strong audiences on ITV4, but
particularly by the vastly increased coverage, and subsequently higher levels of exposure
2007
Multi Channel
10.0%
2006
Terrestrial
90.0%
Terrestrial
95.2%
Multi Channel
4.8%
Think! Sponsorship Media Value by Source
In line with strong exposure, Interview Backdrops are dominant drivers of value
200,000
2006
2007
174,123
Media Value (£'s)
150,000
100,000
44,219
50,000
36,391
12,151
772
606
0
Interview Backdrop
Track Signage
Round
Total Sponsorship Media Value in 2007 – £219,115
Total Sponsorship Media Value in 2006 at same stage in series – £49,147
Podium
Spectator Surveys
THINK! Sponsorship Effects
Research Objectives
SPONSORSHIP EFFECTS

Track awareness of the THINK! Sponsorship and the Academy

Measure cut-through and effectiveness of the key Academy messages

Gauge attitudes towards Department of Transport, THINK! and the Academy as a sponsor of
BSB

Measure the credibility and affinity of the Academy amongst the target audience
METHODOLOGY

Who did We Interview?



How did We Interview?

Spectators at Thruxton 2007 (303)
Spectators at BSB Oulton Park 2007 (300)
A total of 603 interviews conducted
Face-to-face
c.7 minute interview length
BSB and the Wider Biking Community
BSB attendees
BSB TV viewers
Biking Community
The BSB Spectator
The BSB Spectator: Demographics
A slightly more upmarket sample at Oulton Park
All Adults* (4000)
100%
*Taken from TNSSPORT
Soccerscope
BSB Spectators 2006- (597)
BSB Spectators Thruxton 2007- (303)
80%
BSB Spectators Oulton Park 2007- (300)
60%
40%
20%
0%
Male
Female
18-24
25-34
35-54
55+
Source : Oulton Park Spectator Survey
Base: 300 BSB spectators
ABC1
C2DE
BSB Spectators: Bike Ownership
Larger sports bikes dominate
Ride a bike
Engine Size
30%
Yes,
55.33
No,
44.67
25%
22.1%
20%
18.4%
14.7%
15%
Bike Type
12.2%
Supersport, 42.94
Other, 15.93
9.8%
10%
8.6%
8.6%
Naked (retro/trad),
5.52
5%
1.8%
2.5%
1.2%
0%
SportTourer, 35.58
50cc and 51cc under 125cc
126cc 500cc
501600cc
601700cc
701800cc
801900cc
9011000cc
over
1000cc
Don't
know
Source : Oulton Park Spectator Survey
Base: 166 BSB spectators who ride motorbikes currently
Q 1. Do you currently ride a motor bike? Q22. What type of motorbike do you mainly ride? Q23. What
is the engine size of the motorbike you mainly ride?
The BSB Spectator (MP & BH): Biking History
The majority of riders have been riding since prior to 1996
Year first started biking
Length of break from riding
50
10 or more years
40
4 years - under 10 years
10.20%
2 years - under 4 years
10.20%
1 year - under 2 years
12.00%
%
30
7.20%
20
22.3
21.7
17.5
14.5
10
10.8
13.3
Less than a year
17.50%
I have never taken a
break
42.80%
0
Up to 71-80 81-90 91-95 96-00 2001+
1970
0%
50%
100%
Source : Oulton Park Spectator Survey
Base: 166 BSB spectators who ride motorbikes currently
Q 25. In which year did you start legally riding motorbikes? Q26. How long if at all have you take a
break from riding motorbikes?
The BSB Spectator (MP): Biking Behaviour
The majority of spectators use their bikes for Leisure purposes.
Leisure v Functional
Functional Only,
9%
Functional and
Leisure, 32.5%
Leisure Only,
58.43%
Source : Oulton Park Spectator Survey
Base: 166 BSB spectators who ride motorbikes currently
The BSB Spectator: Interest in further bike training
Overall interest has remained at around 50%. There has been a significant reduction in those who
claim to be not at all interested, suggesting slightly more openness to the possibility of further
training.
29%
16.7%
16.7%
Very interested
21%
33.0%
35.2%
Quite interested
Brands Hatch 2006
Thruxton 2007
Oulton Park 2007
24%
20.3%
Not very interested
29.5%
15%
30.1%
Not at all interested
18.6%
0%
20%
40%
Source : Oulton Park Spectator Survey
Base: 166 BSB spectators who ride motorbikes currently
Q 13. Overall how interested are you in receiving further motorbike training?
60%
The BSB Spectator: Barriers to further training
One of the main barriers to further training appears to be a perception that limited use of their bike,
means that extra training is not necessary
Don't ride enough
14
Time
6
Advanced rider
6
Been riding for years
4
Only ride a moped
3
Experienced
3
Dont ride on the road
2
Trainer instructor
1
Passed everything
1
Own decision
1
Only race motorbikes
1
Only leisure rider
1
Old and wise
1
No need
1
Im safe
1
Highest qualification possible
1
Dont need it anymore
1
Doesnt affect insurance
1
Already do rider training
1
0
5
10
15
20
Source : Oulton Park Spectator Survey
Base: BSB spectators who ride motorbikes currently who are not interested in further training
Q 14. Why are you not interested in receiving further motorbike training?
BSB Sponsor Awareness
Spontaneous BSB Sponsor Awareness: Championship Sponsor
7% spontaneously name Airwaves as a title sponsor of BSB, this is at a similar level to 2006. Thruxton 2007
saw strong levels of misattribution for a number of brands.
48.3%
Bennetts
46.7%
19.8%
Airwaves
37.6%
23.3%
12.1%
Rizla
28.1%
2.3%
7.9%
HM Plant
17.2%
2.0%
7.1%
Eddie Stobart
3.3%
3.2%
Virgin Media
8.0%
2.3%
8.8%
Think!
7.0%
0%
16.8%
14.2%
1.7%
Dunlop
55.4%
10%
2006
13.5%
2007 Thruxton
2007 Oulton Park
13.2%
20%
30%
40%
50%
60%
Source : 2006 and 2007 Spectator Surveys
Base: n300 BSB spectators per wave
Q2. Please tell me any brands you can think of that sponsor the BSB
Championship?
70%
Spontaneous BSB Sponsor Awareness: Team Sponsor
Airwaves continue to be the most salient team sponsors, Rizla have closed the gap since the start of
the 2007 season
47%
Airwaves
50.20%
63.0%
Rizla
53%
40.60%
58.3%
34%
HM Plant
24%
Eddie Stobart
18%
Virgin Media
Red Bull
Vivaldi
32.00%
35.0%
24.40%
24.0%
2006
Thruxton 2007
17%
9.60%
10.0%
7.60%
36.30%
39.3%
Oulton Park 2007
12%
13.0%
0%
10%
20%
30%
40%
50%
60%
Source : 2006 and 2007 Spectator Surveys
Base: n300 BSB spectators per wave
Q3. Please tell me any brands you can think of that sponsor BSB
teams?
70%
Prompted BSB Sponsor Awareness: Any Sponsor
As the season has progressed, the THINK! campaign is starting to achieve strong levels of traction
amongst BSB spectators
Airwaves
90.7%
Rizla
88.3%
Bennetts
84.7%
Ducati
73.0%
Suzuki
67.0%
Think!
61.7%
Dunlop
2006
Thruxton 2007
60.0%
Metzeler
Oulton Park 2007
47.0%
Audi
45.3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Source : 2006 and 2007 Spectator Surveys
Base: n300 BSB spectators per wave
Q3. Which of the following brands do you associate with BSB at all?
100%
Reactions to THINK!
Reactions to THINK!: Competitive Slogan Recall
The slogan that achieves highest recall is Made for Bikers, overall levels have returned to the levels achieved at
the 2006 events
Riders know*
12%
5.0%
15.0%
24%
Take responsibility for keeping
you, your gear and your bike safe
11.2%
20.0%
2007 Thruxton
13.5%
26.7%
2007 Oulton Park
30%
You need to expect the
unexpected
Made for bikers*
2006 Brands Hatch
21%
Give your bike the skill it
deserves
17.2%
27.5%
19%
10.6%
31.7%
31%
None of these
11.6%
36.7%
0%
10%
20%
30%
40%
Source : 2006 and 2007 Spectator Surveys
Base: n300 BSB spectators per wave
Q6. Which, if any of the following slogans relating to motorcycling have
you heard of?
*Bike manufacturer slogans
Reactions to THINK!: Campaign Perceptions
The perception of the THINK! Campaign amongst BSB spectators is overwhelmingly positive
100%
90%
80%
46%
70%
60%
72%
44%
67%
Agree strongly
Agree slightly
Disagree slightly
50%
40%
43%
30%
20%
24%
42%
28%
10%
0%
I respect the
The Think campaign
The THINK!
The THINK!
messages
is a welcome
Campaign is part of Campaign is relevant
communicated by the
sponsor of BSB
the biking community
to me
THINK Campaign
Source : Oulton Park Spectator Survey
Base: 300 BSB spectators
Q5. I am now going to read out a list of statements related to the
THINK! campaign, for each one please tell me how much you agree or
disagree?
Disagree strongly
Reactions to THINK!: Campaign Perceptions
At both Thruxton 2007 and Oulton Park 2007, spectator perceptions of the THINK! Campaign have built on the
levels achieved in 2006
% Agree with each statement
98%
94.7%
100%
87%
96% 95.8%
88%
91% 88.9%
85% 86% 86.0%
79%
Brands Hatch (300)
Thruxton 2007 (303)
50%
Oulton Park 2007 (300)
0%
The Think campaign is I respect the messages The THINK! Campaign The THINK! Campaign
a welcome sponsor of communicated by the
is relevant to me
is part of the biking
BSB
THINK Campaign
community
Source : 2006 and 2007 Spectator Surveys
Base: n300 BSB spectators per wave
Q5. I am now going to read out a list of statements related to the THINK! campaign, for each one
please tell me how much you agree or disagree?
Reactions to The Academy
Reactions to The Academy: Awareness
Amongst the sample at Oulton Park, there was just 20% awareness of The Academy amongst 25-34 year olds
Overall, 40% are aware of The Academy, down 3% on 2006
60
Brands Hatch 2006
Thruxton 2007
Oulton Park 2007
50
40
30
20
10
0
All
Spectators
Male
Female
18-24
25-34
35-54
Source : 2006 and 2007 Spectator Surveys
Base: n300 BSB spectators per wave
Q7. Have you heard of an initiative called The Academy?
55+
ABC1
C2DE
Reactions to The Academy: Source of Awareness
As with the previous surveys, The majority heard of The Academy at the event
Today's race/previous BSB race
11%
MCN magazine
7.5%
4%
British Superbikes on TV
British Superbikes website
4.2%
75.0%
14.3%
8.3%
3%
2.3%
0.8%
Brands Hatch 2006
2%
3.8%
2.5%
Bike magazine
Magazine (unknown)
70%
49.6%
2%
0.8%
Thruxton 2007
Oulton Park 2007
8.3%
7%
7.5%
9.2%
Other (Please specify)
0%
10%
20%
30%
Source :Oulton Park Spectator Survey
Base: 120 BSB spectators aware of The Academy
Q7. Where did you hear about The Academy?
40%
50%
60%
70%
80%
Reactions to The Academy: Experience of Event
Oulton Park saw a slight decrease in the proportion of people who were aware of The Academy. The number
of people claiming to have already visited The Academy was a marked improvement on Thruxton 2007
100%
3.3%
9%
10%
12%
17%
14%
24.3%
18.30%
16%
17%
15.3%
11.70%
57%
57%
55.3%
60%
Mallory Park 2006
Brands Hatch 2006
Thruxton 2007
Oulton Park 2007
50%
0%
Source : Oulton Park Spectator Survey
Base: 300 BSB spectators aware of The Academy
Q9. What is your experience of ‘The Academy’ at the event today?
Visited
Aware - Intend Visit
Aware - Not intend visit
Unaware
Reactions to The Academy: Content Ratings
Positive ratings for the Academy overall. Across the board, a high proportion of people claimed to have not
used a number of the features, particularly The Ride simulator, the Think Tank and the Net Stations.
30
13
11
10
9
7
5
10
13
20
6
9
5
9
7
9
Very good
Quite good
1
12
12
Quite Poor
Very Poor
8
Not used, N/A
10
17
16
10
11
Live
Interviews
Bike Safe
Officers
9
8
The info
display
inside trailer
Marquee
Area
18
16
9
0
Academy
Overall
Honda Ride Think! Tank
Simulator
Source : Oulton Park Spectator Survey
Base: 30 BSB spectators who visited The Academy
Q10. Rating of The Academy
Plasma
Screen
Footage
Net
Stations
Reactions to Academy: Generating interest in further bike training
The majority of those who visited the Academy claimed that the experience had no effect on their attitude
towards further training
8%
20% 2 respondents
Much more likely
10.0%
59%
40% 4 respondents
More likely
26.7%
22%
20% 2 respondents
No change
46.7%
3%
Less likely
2006
Thruxton 2007
Oulton Park 2007
8%
Don't Know
20% 2 respondents
16.7%
0%
10%
20%
30%
40%
50%
60%
70%
Headlines
The Sample

The demographic profile of the BSB spectators interviewed has remained largely consistent year on year in
terms of gender and age. There was a marked skew towards ABC1 at Oulton Park.

Within the sample interviewed, there has been an increased presence amongst those aged between 25 –
54 years old. There has been a 5% increase in the share of 35 – 54 year olds, and a 3.3% increase
amongst 25 – 34 year olds.
Sponsorship Cut Through

7% of spectators were spontaneously aware of THINK! as a sponsor of the BSB Championships at
Oulton Park compared to 13% at Thruxton, 9% in 2006. Thruxton 2007 saw strong levels of misattribution
for a number of brands.

When prompted 62% associate THINK! With BSB, indicating that the campaign is achieving real traction
as the season progresses.

Spectators continue to be very positive warm towards the THINK! Campaign and respect its messages.
95% consider the THINK! Campaign to be a welcome sponsor of BSB
The Academy

Academy awareness sits at 4 in 10, slightly down on previous surveys (45% in 2007, 43% in 2006).

There was an improved level of claimed attendance compared to Thruxton.

Feedback on The Academy amongst visitors is fairly positive, though there was a high proportion of
respondents who claimed not to have used/seen most of the elements. Potential access issues?
Biking Community Research
Background
Background

The biking community research was conducted to enhance the DFT’s
understanding of the biking community and the impact of safety
messaging on this audience

The research focused upon ‘leisure bikers’ who are defined as
anyone who rides their motorbike for a non-functional journey at least
once a month.

The research was designed to deliver the following…




Detailed profiling of leisure bikers

Demographics

Biking Equipment – Motorbike, Leathers & Helmet

Bike Use – Journey Type & Mileage

Media Consumption
Attitudes towards biking and bike safety messaging
Awareness of THINK and The Academy safety messaging
Perceptions towards THINK and The Academy
BSB
attendees
BSB TV
viewers
Biking
Community
Identifying the Leisure Motor Biker
The Leisure Motor Biker: Journey Types
Everyday
100%
2-3 times a week
11
90%
26
32
12
19
22
About once every two weeks
About once a month
80%
30
70%
60%
50%
40%
16
28
Less than once a month
23
27
18
7
5
5
5
6
4
14
25
29
15
12
9
30%
20%
Once a week
41
36
10%
11
9
20
19
0%
Year on year, overall levels of
bike usage by leisure riders have
remained the same
19
17
16
14
0
2006 (400)
Aug 2007
(471)
Going to Work
2006 (400)
Aug 2007
(471)
A to B
2006 (400)
Aug 2007
(471)
Leisure
QR6. Please can you indicate in the grid below, how often, if at all you use your motorcycle for the purposes shown below
The Leisure Motor Biker: Demographics
Leisure Bikers bias towards males and younger riders
90
Leisure Riders (471)
Non-Leisure Riders (108)
85
80
72
70
62
57
60
51
50
38
40
48
40
28
30
21
20
20
16
15
10
12
11 12
6 5
0
Male
Female
16-24
25-34
35-54
55+
AB
C1C2
DE
The Leisure Motor Biker: Biking History
80
75
Leisure Riders (400)
70
Non-Leisure Riders (124)
61
Leisure bikers have a higher
take-up of direct access and
advanced rider training than nonleisure bikers.
60
50
40
40
33
27
30
26
22
19
20
15
12
10
22
6
13
12
5
6
2
5
0
1-2 years
3-9 years
10 years or
more
Years since started Riding
Compulsory Old-style (pre- Direct Access
Basic Training Compulsory
training
Basic Training)
Advanced
rider training
Other
DK/ None
Training Taken
QR4. What level of training do you have? QR5. Approximately how many years ago did you pass your test?
Please enter number of years in the box below.
Leisure Biker Attitudes

Segmenting Leisure Bikers

The aim of the segmentation is to identify particular groups within leisure bikers based on their
attitudes towards motor biking inclusive of their riding style and crucially their attitudes towards motor
bike safety

The two question used to generate the segments are

Q9 Attitudes to Biking and Bike Safety

Q11 Riding Styles

These two questions were reduced down to groups or factors that operate within the motor biking
sector

These factors were then used to identify segments within the biking community by using their differing
level of association with each factor
Make
me better
Model Rider
Functional
Know it all
Perceived Training Need
Leisure Biker Segments – Experience and Training Need
Model
Riders
Make me
better
Functionals
Know it
Alls
Experience
Profiling the Leisure Motor Biker
Demographics & Riding Experience
Demographics – Gender & Age
100%
15%
13%
21%
13%
14%
75%
50%
85%
87%
79%
87%
86%
Female
Male
100%
25%
16
13
9
57
60
61
20
20
22
6
6
7
17
12
75%
0%
All Leisure
Make me
Model
Functionals Know it alls
Bikers (471) better (147) Bikers (98)
(111)
(115)
50%
Overall leisure bikers are quite
homogeneous, however there are some
slight skews by gender and age….Model
Riders are more female, whilst
Functionals and Know it alls tend to be
older
59
60
25%
0%
All Leisure
Make me
Bikers (471) better (147)
22
26
2
2
Model
Functionals Know it alls
Bikers (98)
(111)
(115)
55+
35-54
25-34
18-24
Demographics – Social Grade & Region
100%
38
39
36
37
39
75%
AB
C1C2
DE
50%
51
50
53
50
51
100%
25%
12
11
11
0%
All Leisure
Make me
Bikers (471) better (147)
11
13
10
75%
Model
Functionals Know it alls
Bikers (98)
(111)
(115)
14
29
9
16
13
12
11
18
17
11
29
There is virtually no difference between
the segments by social grade.
Concentration of Functionals and Know it
Alls in the South East.
17
32
16
0%
South East (excluding
London)
Midlands
14
21
31
21
25%
19
Wales & South West
22
50%
Greater London
19
North England
20
16
17
5
3
5
8
5
All Leisure
Bikers (471)
Make me
better (147)
Model
Bikers (98)
Functionals Know it alls
(111)
(115)
Scotland
British Super Bikes Reach
2006
80
2007
70
64
% watch BSB on TV
61
60
54
59
58
53
58
56
47
49
50
55
46
36
40
28
30
20
10
0
l
ta
o
T
M
e
al
m
Fe
e
al
4
-2
6
1
4
-3
5
2
4
-5
5
3
+
55
AB
C2
1
C
DE
M
e
ak
m
e
r
te
t
be
Q33. Which of the following sports do you watch on TV nowadays?
M
B
el
d
o
s
lls
al
a
n
it
io
w
ct
o
n
Fu
Kn
s
er
k
i
British Super
Bikes is watch
by over half of
leisure bikers
peaking
amongst older
groups.
The sport
provides a
great platform
for
communicating
THINK! to
leisure bikers
Riding Experience – Years since qualified
(14.2)
(14.4)
(13.4)
(15.5)
(14.6)
(10.9)
(11.9)
24
24
(13.1)
(15.1)
(17.4)
100%
35
37
29
40
37
2
9
14
7
9
19
14
27
14
14
15
11
10
11
32
22
27
14
25
30
15
9
AB
C1C2
21
15
19
12
3
0%
Total
Male
Female
7
3_9
1_2
18
26
29
8
20+
16-19
10_15
6
13
14
24
12
11
15
13
25%
40
49
75%
50%
32
DE
Make me
better
Model
Bikers
Functionals Know it alls
There has been strong uptake amongst DE group in last couple of years.
Experience clearly impacts upon bikers attitudes towards biking and bike safety
QR5. Approximately how many years ago did you pass your test? Please enter number of years in the box below.
Level of Training
Higher incidence of old-style CBT amongst functionals and Know it
alls – high take-up of Direct Access amongst make me better
70
Compulsory Basic Training
60
57
Old-style (pre-CBT)
50
40
39
33
34
20
22
22
10
12
6
5
12
6
5
30
30
26
30
28
26
20
17
15
18
14
7
6
6
3
0
Total
Male
42
Female
AB
41
41
21
10
7
C1C2
10
6
0
DE
29
25
Advanced rider training
19
18
13
13
9
5
9
6
3
0
5
3
2
18-24
25-34
15
11
10
8
35-54
36
30
22
Direct Access training
25
22
23
21
18
20
6 5
14
9
9
4 5
5
3
Advanced rider training
18
14 13
12
10
Old-style (pre-CBT)
34
32 33
6
9
13
Make me better
Model Riders
QR4. What level of training do you have?
Functionals
Other
9
4
0
Total
DK/ None
Compulsory Basic Training
42
33
Other
55+
50
40
Direct Access training
35
Know it alls
DK/ None
Riding Experience – Annual Mileage
Average total mileage stands at just 4600 miles
5
8
13
50%
14
6
14
18
12
17
9
23
12
12
22
15
16
16
12
21
22
13
15
16
12
tte
r
+
el
M
od
M
ak
e
m
e
be
55
-5
4
35
-3
4
25
E
D
-2
4
18
C
1C
2
B
A
e
m
al
e
Fe
M
al
ta
l
10
25
4000-4999
3000-3900
2000-2999
1000-1999
Under 1000
11
8
5
0%
To
9
10,000+
5000-9999
14
11
18
15
12
18
32
6
4
17
17
9
10
12
19
9
18
11
22
12
12
17
13
13
6
11
20
25%
14
20
26
27
5
5
8
9
20
17
39
15
23
27
24
lls
8
31
22
10
it
a
13
31
7
11
s
75%
5
27
5
22
9
11
no
w
26
1
10
na
l
16
6
K
2
13
8
9
s
4
10
(3.8) (5.0) (4.9) (3.8) (4.7)
nc
tio
9
(5.5) (4.6) (4.8)
Fu
100%
(4.5) (4.9) (2.7)
Bi
ke
r
(4.6) (4.9) (2.9)
Mileage peaks amongst Males and younger riders. ‘Make me better’ riders
claim to ride the most miles per year
Q7. Roughly how many miles a year do you cover riding motorcycles? Please input number of miles in the space
provide below
Riding Experience – No. of Accidents involving Injury
Leisure riders have experienced at least one accident
(0.8)
100%
(0.9) (0.5)
0
2
2
2
6
13
1
1
5
12
(0.8)
(1.0)
(0.6)
2
1
7
7
2
2
4
1
0
5
12
75%
14
(0.8)
(0.8)
(0.9)
(0.9)
(0.8)
2
2
5
1
1
5
1
4
2
2
7
2
1
5
12
15
1
1
5
10
18
9
11
27
22
29
29
1
0
5
13
21
31
29
13
(0.8) (0.9)
39
21
28
(0.5)
0
3
0
32
32
26
29
5 or more time
4 times
Three times
50%
Twice
Once
65
52
25%
53
50
61
Never
58
49
46
56
55
52
53
51
47
Kn
o
w
it
al
ls
na
ls
nc
tio
Fu
ik
er
s
el
B
od
M
M
ak
e
m
e
be
tte
r
55
+
35
-5
4
25
-3
4
18
-2
4
DE
C1
C2
AB
al
e
Fe
m
al
e
M
To
ta
l
0%
Over half of all leisure riders have experienced an accident involving injury. Of the four segments, Model
bikers, despite being more safety conscious, have experienced more accidents involving injury.
QR8. How many times, if at all, have you been involved in a road traffic accident that resulted in an injury?
Riding Experience – No. of Accidents involving Damage to Bike Only
Leisure riders have experienced at least one accident
(1.0)
100%
(1.1) (0.6)
3
3
4
15
32
75%
27
(1.0)
(0.9)
(0.9)
1
5
8
3
3
3
2
5
3
3
0
3
12
1
0
7
3
4
5
14
(1.0)
12
22
26
16
(0.7) (1.1)
0
2
3
0
5
16
6
(1.0)
4
1
3
1
5
4
16
13
33
19
35
30
(0.8)
0
1
5
14
15
18
11
(0.9)
(1.2)
4
4
4
11
5
3
3
14
5 or more time
24
34
25
26
(1.0)
26
4 times
Three times
50%
Twice
Once
60
25%
49
47
52
Never
61
58
48
45
48
48
47
54
46
48
Kn
o
w
it
al
ls
na
ls
nc
tio
Fu
ik
er
s
el
B
od
M
M
ak
e
m
e
be
tte
r
55
+
35
-5
4
25
-3
4
18
-2
4
DE
C1
C2
AB
al
e
Fe
m
al
e
M
To
ta
l
0%
Half of all leisure riders have experienced an accident involving only damage to their
bike. Higher incidence of accidents amongst older riders and Functionals segment
QR9. How many times, if at all, have you been involved in a road traffic accident that resulted in damage to
the bike only?
Profiling the Leisure Motor Biker
Biking Equipment
Biking Equipment: Number of Bikes Owned
Majority own one bike, multiple ownership peaks amongst males,
older bikers and AB’s
100%
10
13
18
16
18
18
14
18
18
14
20
20
15
21
75%
5 or more
4
50%
3
77
87
85
77
79
83
82
77
77
75
82
76
2
80
74
25%
M
Q1. How many motorcycles do you currently own?
K
it
al
ls
no
w
io
na
ls
Fu
nc
t
ik
er
s
od
el
B
M
ak
e
m
e
be
tte
r
55
+
4
35
-5
4
25
-3
4
18
-2
E
D
2
1C
C
B
A
al
e
Fe
m
al
e
M
To
t
al
0%
1
Biking Equipment: Bike Type
Sport Tourer and Supersport bikes most popular
30
27
25
21
19
20
21
19
12
11
12
11
8
8
4
3
2
1
4
3
1
Total
Male
10
0
30
23
20
21
17
16
14
13
16
14
11
10
7
7
5
4
3
4
3
2
0
2
1
Female
AB
18
15
12
9
11
9
8
2
0
DE
14
13
18-24
9
10
0
3
1
3
1
0
25-34
35-54
8
6
5
4
21
19
55+
25
22
21
13
12 12
11
10
7
28
23
20
16
13
12
11
9
6
3
0
5
C1C2
20
19
16
5
4
1
24
23
11
8
7
43 4
2 13
17
15
14
12
11
8
8
23 1 1 1 2
16
14
7
6
0
8
6
14
11
9
556 5
11
6
0
77
23 2 2 1
2
0
Total
Make me better
Model Riders
Functionals
Know it alls
Q2. And what type of motorcycle do you mainly ride nowadays?
Sport Tourer
Supersport
Classic
Custom / Cruiser
Scooter
Naked (retro/ traditional)
Moped <under 50cc>
Trail/ Enduro
Adventure Sport
Superm oto
Tourer
Other
4
Sport Tourer
Supersport
Classic
Custom/ Cruiser
Scooter
Naked (retro/ traditional)
Moped <under 50cc>
Trail/ Enduro
Adventure Sport
Supermoto
Tourer
Other
Biking Equipment: Bike Size
Majority of leisure bikers rider larger bikes
100%
27
75%
53
62
61
64
56
58
63
52
61
68
47
68
75
24
Over 500cc
126cc-500cc
50%
51cc-125cc
20
21
12
1
2
11
9
1
e
m
M
ak
e
11
1
te
r
od
el
B
ik
er
s
Fu
nc
tio
na
ls
K
no
w
it
al
ls
55
+
4
2
35
-5
4
25
-3
4
23
22
14
3
22
be
t
24
18
-2
B
A
Fe
m
al
e
2
26
13
3
E
5
10
4
D
4
20
16
24
2
4
al
e
13
50cc and under
23
23
1C
26
13
M
To
t
21
19
15
al
0%
12
C
19
25%
21
M
19
Q3 What is the engine size of the motorcycle you mainly ride nowadays?
Make me betters and Know
it alls have a higher
incidence of larger bikes
Young riders biased towards
smaller bikes
Biking Equipment: Bike Make Mainly Ridden
Honda & Yamaha dominate, but Suzuki more popular amongst
younger riders
30
30
28
29
25
24
23
Yam aha
25
23
Suzuki
23
21
20
21
Kaw asaki
19
14
13
14
13
10
6
5
4
3
2
5
4
Total
Male
3
2
0
17
14
11
17
7
5
3
2
1
0
8
15
14
12
12
10
AB
30
4
3
2
C1C2
DE
BMW
11
9
9
6
5
3
2
0
Trium ph
16
15
7
4
3
2
Female
15
12
12
8
7
9
8
7
Piaggio
5
Harley-Davidson
3
1
0
5
3
2
1
3
2
18-24
25-34
35-54
28
3
2
1
27
22
19
18
16
15
141313
10
15
10
8
65
4
332
9
3323
2
13
11
99
7
4
17
15
333
4
6
4
5
7
44
11
4
3
0
0
Total
Make me better
Model Bikers
Functionals
Know it alls
Q4. What make of motorcycle do you mainly ride nowadays?
Scooter
Ducati
55+
24
20
Honda
2
Honda
Yamaha
Suzuki
Kawasaki
Triumph
BMW
Scooter
Piaggio
Harley-Davidson
Ducati
Biking Equipment: Bike Helmet Brand Mainly Used
Shoei, Arai, AGV and Caberg lead the market
30
Arai
Shoei
Caberg
21
20
9
15
12
10
9
6
5
4
6
4
3
14
13
10
13
11
10
12
11
8
7
5
3
2
7
6
4
3
13
12
10
8
5
3
6
4
3
0
DE
0
Total
Male
Female
AB
18
17
16
C1C2
16
11
10
9
8
5
4
3
9
6
3
18-24
25-34
18
16
14
11
8
6
5
3
12
9
6
4
3
1
35-54
AGV
Shark
Nitro
HJC
Lazer
Nolan
55+
30
20
17 17
14 13
10
Arai
Shoei
Caberg
14
13
1212
10
9 9
6 5
9
7
4 4 4
5
4 4
1
3
14
12
8
8
6
3
15
11
9
8
7
4
2
4
2
4
4
5
6
1
Make me better
Model Bikers
Functionals
Q5. What brand of motorcycle helmet do you mainly use?
5
Lazer
Nolan
0
Total
7
AGV
Shark
Nitro
HJC
Know it alls
Biking Equipment: Bike Leathers Brand Mainly Used
Significant proportion do not own leathers, peaking amongst
Functionals and older bikers
40
38
30
26
26
28
27
None
33
31
Hein Gericke
26
25
20
Frank Thom as
Belstaff
18
15
11
10
8
7
4
10
9
7
4
10
11
9
8
7
4
3
2
0
Total
Male
11
10
9
8
5
Female
AB
C1C2
12
11
7
5
2
DE
12
11
10
12
11
10
9
6
5
2
4
3
25-34
35-54
3
0
18-24
Dianese
9
7
4
3
1
Alpinestars
Don't Know
55+
80
None
65
Hein Gericke
60
Frank Thomas
Belstaff
40
Dianese
26
20
Alpinestars
10 9
7
4 4
9
11 12 13
17
7
11
4 3
16
9 7
5
8 5 7
7
9
12 11 14
3
0 2
4 5
Functionals
Know it alls
3
0
Total
Make me better
Model Bikers
Q6. What brand of leathers do you mainly use?
10
Don't Know
Profiling the Leisure Motor Biker
Attitudes & Riding Styles
Riding Styles
Attitudes have remained very consistent year on year
100
Total 2007
Total 2006
75
50
25
0
I always wear
a helmet
I almost
I always wear I enjoy riding
always drive
leathers
at speed
within the
official speed
limit
I hardly ever
undertake
I enjoy
cornering at
speed
Q11. Which of the following best describes your style of riding?
I hardly ever
weave
between
stationary
traffic
I sometimes
perform stunts
on the public
road
Riding Styles: Biker Segments
Total
125
Make me better
Model Bikers
100
Functionals
75
Know it alls
50
25
0
I always wear
a helmet
I almost
I always wear I enjoy riding
always drive
leathers
at speed
within the
official speed
limit
I hardly ever
undertake
I enjoy
cornering at
speed
I hardly ever
weave
between
stationary
traffic
I sometimes
perform stunts
on the public
road
Overall Riding styles are quite similar between the segments with some notable
exceptions. There is clearly an issue around leathers for the ‘Functionals’ group,
whilst Model Riders appear to have a slightly more conservative style
Q11. Which of the following best describes your style of riding?
Biking & Bike Safety Attitudes (1) : Year on Year
90
Total 2007
Growing
confidence in
existing ability,
perceived
knowledge of
where to get
information
Total 2006
80
% agree with statement
70
60
50
40
30
20
10
0
I am experienced I take a lot of pride
enough to ride my in looking after my
bike safely
motorcycle
I am concerned
about bike safety
My motorcycle is
an important part
of my life
I know where to
get bike safety
information from
I feel I know a lot
about my
motorcycle
Q9. Listed below are a series of statements about motor biking in general, for each one please indicate how much you agree with
each statement on a scale of 1-5, with 1 meaning strongly disagree, and 5 meaning you strongly agree
Biking & Bike Safety Attitudes (2) : Year on Year
100
Total 2007
90
Total 2006
% Aggree with statement
80
70
60
50
40
30
20
10
0
I always wear
leathers
regardless of
the weather
Riding
I agree that
motorcycles is a further training
risky activity
could make me
a better rider
Car drivers are
I feel I could
responsible for
benefit from
most accidents further training
involving
motorbikes
I think it is
important to
take refresher
bike skills
courses
I am more likely
to follow bike
safety advice
when it comes
from the govt
Year on year
there have
been
reductions in
the perceived
risks
associated
with riding a
bike, at the
same time as
a decrease in
those who
always wear
leathers,
regardless of
the conditions.
In 2007, 11%
claim to only
wear leathers
in wet
conditions
Q9. Listed below are a series of statements about motor biking in general, for each one please indicate how much you agree with
each statement on a scale of 1-5, with 1 meaning strongly disagree, and 5 meaning you strongly agree
Biking & Bike Safety Attitudes (1) : Biker Segments
All Resps (471)
100
Functionals
90
Make me better
Model Bikers
4 in 5 bikers feel
they are
experienced
enough to ride
safely.
Overall confidence
is very high
amongst Know it
alls.
Know it alls
% agree with statement
80
70
60
50
40
30
20
10
0
I am experienced I take a lot of pride
enough to ride my in looking after my
bike safely
motorcycle
I am concerned
about bike safety
My motorcycle is
an important part
of my life
I know where to
get bike safety
information from
I feel I know a lot
about my
motorcycle
Q9. Listed below are a series of statements about motor biking in general, for each one please indicate how much you agree with
each statement on a scale of 1-5, with 1 meaning strongly disagree, and 5 meaning you strongly agree
Biking & Bike Safety Attitudes (2) : Biker Segments
100
% Aggree with statement
90
All Resps (471)
Make me better
Functionals
Know it alls
Model Bikers
80
70
60
50
40
30
20
10
0
I always wear
Riding
I agree that
leathers
motorcycles is
further
regardless of a risky activity training could
the weather
make me a
better rider
Car drivers
are
responsible
for most
accidents
involving
motorbikes
I feel I could
I think it is
I am more
benefit from important to
likely to
further
take refresher follow bike
training
bike skills
safety advice
courses
when it
comes from
the govt
I only wear
leathers in
wet
conditions
Overall Riders
appear quite
reticent towards
further training.
This feeling is
even stronger
amongst knowit-alls.
All groups,
particularly
Know it alls,
show
propensity to
apportion
blame to car
drivers.
Q9. Listed below are a series of statements about motor biking in general, for each one please indicate how much you agree with
each statement on a scale of 1-5, with 1 meaning strongly disagree, and 5 meaning you strongly agree
Biking & Bike Safety Attitudes: Suggested Govt actions to improve road safety
Year on Year
16
Total 2007
14
Total 2006
12
10
8
6
4
2
0
Improve road
surfaces
Better
awareness
Make car drivers
take bike
tests/ride a bike
Allow
motorcycles in
bus lanes
Educate car
drivers / other
motorists
More bike safety
/ awareness
campaigns
Include more
motorcycle
awareness as
part of car test
Q18. And what, if anything, do you think the Government could do to improve safety on the roads for you
and other motorcycles? Please write in your view below… (Open ended question)
Biking & Bike Safety Attitudes: Suggested Govt actions to improve
road safety
Total
20
Make me better
18
Model Bikers
Functionals
16
Know it alls
14
12
10
8
6
Clear demand
for road
improvement.
Strong
suggestions for
educating car
drivers
4
2
0
Improve road
surfaces
Better
awareness
Educate car
Allow
Make car
drivers take motorcycles in drivers / other
motorists
bus lanes
bike tests/ride
a bike
Better road
maintenance
More bike
safety /
awareness
campaigns
Include more
motorcycle
awareness as
part of car test
Q18. And what, if anything, do you think the Government could do to improve safety on the roads for you
and other motorcycles? Please write in your view below… (Open ended question)
Bike Safety Messaging
Sources of Bike Safety Advice: Repertoire Size
Overall leisure bikers claim to use around 3 sources of safety
advice
5.0
2006
4.5
2007
4.4
4.0
3.8
3.7
3.6
3.4
3.5
3.2
3.2
3.0
2.9
3.0
3.0 3
2.8
3.1 3
3.5
3.1
2.8
2.4
2.5
2.8
2.7
2.6
2.3
2.0
1.5
1.0
0.5
Kn
o
w
it
al
ls
na
ls
nc
tio
Fu
ik
er
s
od
M
M
ak
e
m
e
el
B
be
tte
r
55
+
35
-5
4
25
-3
4
16
-2
4
al
e
Fe
m
al
e
M
To
ta
l
0.0
Q12. Which, if any, of the following sources of bike safety advice do you use nowadays?
Greater
experience
correlated with
narrower use of
bike safety
sources
Sources of Bike Safety Advice – Any Mentions
No mentions for The Academy
45
At All 2006
Just under 1 in 5 claim to use THINK! as a
source of safety advice, the leading sources
are Highway Code, Motorbike Press, Police
and Friends & Family
40
35
At All 2007
34
30
23
19
20
15
12
12
17
18
20
22
24
35
32
28
25
15
40
26
22
19
14
12
14
10
10
11
9
5
0
Driver and
Vehicle
Licensing
Agency
(DVLA)
Local road
safety
cam paigns
focusing on
m otorcycles
The Institute
of Advanced
Motorists
(IAM)
BikeSafe (or
ScooterSafe)
Motorcycle
Action Group
(MAG)
The THINK!
Road Safety
Cam paign
From
British
professional Motorcyclists
trainers
Federation
(BMF)
Friends and
fam ily
Q12. Which, if any, of the following sources of bike safety advice do you use nowadays?
Q13. And which source of safety advice do you rely on the most?
Police
Motorcycle Highw ay Code
m agazines
and
new spapers
Sources of Bike Safety Advice – Most Important
No mentions for The Academy
16
The motorcycle press holds a good level
of influence with regard to safety advice
14
Most Important 2006
15
Most Important 2007
13
12
10
8
8
7
6
4
4
0
9
9
6
2
8
3
2
2
3
1
Driver and
Vehicle
Licensing
Agency
(DVLA)
3
2
4
4
4
5
4
4
4
1
Local road
safety
cam paigns
focusing on
m otorcycles
Motorcycle
Action Group
(MAG)
The THINK!
Road Safety
Cam paign
The Institute
of Advanced
Motorists
(IAM)
BikeSafe (or
British
ScooterSafe) Motorcyclists
Federation
(BMF)
Police
Friends and
fam ily
Q12. Which, if any, of the following sources of bike safety advice do you use nowadays?
Q13. And which source of safety advice do you rely on the most?
Highw ay Code
From
professional
trainers
Motorcycle
m agazines
and
new spapers
Sources of Bike Safety Advice used at all: Biker Segments
Notable difference by Leisure biker segments
45
40
Make me better
Model Bikers
39
37
37
35
30
Functionals
Know it alls
35
31
30
25
33
31
24
28
27
20
27
25
25
27
21
21
21
20
20
19
19
17
15
18
17
14
20
14
17
13
14
12
13
10
12
10
9
6
5
14
11
7
6
0
Highw ay Code
Motorcycle
m agazines and
new spapers
Police
Friends and
fam ily
British
Motorcyclists
Federation
(BMF)
From
professional
trainers
The THINK!
Road Safety
Cam paign
Motorcycle
Action Group
(MAG)
Q12. Which, if any, of the following sources of bike safety advice do you use nowadays?
BikeSafe (or
ScooterSafe)
The Institute
of Advanced
Motorists
(IAM)
Local road
safety
cam paigns
focusing on
m otorcycles
Most Important Sources of Bike Safety Advice: Sub-Groups
Make me
Better
Model
Riders
Functionals
Know-it-alls
Highway Code
Police
Highway Code
Highway Code
Motorcycle Mags &
Newspapers
Motorcycle Mags &
Newspapers
Motorcycle Mags &
Newspapers
Motorcycle Mags &
Newspapers
Male
Female
16-44
45+
Motorcycle Mags &
Newspapers
Motorcycle Mags &
Newspapers
Professional Trainers
Professional Trainers
Motorcycle Mags &
Newspapers
Professional Trainers
Professional Trainers
Motorcycle Mags &
Newspapers
Across all groups, motorcycling magazines and newspapers are a
key channel for safety messaging, the highway code and
professional advice also playing a significant role
Q13. And which source of safety advice do you rely on the most?
Magazine Readership: Biker Segments
60
Total
Make me better
50
Model Bikers
Functionals
40
Know it alls
30
20
10
0
MCN
Bike
Ride
What Bike?
Perform ance
Bike
Classic Bike
Superbike
Q30. Which, if any, of the following magazine titles do you read nowadays?
Bike Trader
TWO
Fast Bikes
None of these
Websites Visited: Biker Segments
90
Total
Make me better
80
Model Bikers
70
Functionals
60
Know it alls
50
40
30
20
10
0
m otorcyclenew s.com
bikesafe.co.uk
bm f.co.uk
m otorcycle.co.uk
iam .org.uk
ukbikeforum .co.uk
Functional riders have a low level of engagement across print/web motorcycle media
Q31. Which, if any, of the following websites do you visit regularly?
None
Spontaneous Awareness of Safety Campaigns
35
33
33
Total Spontaneous 2006
32
Total Spontaneous 2007
30
32
25
A third of bikers are unaware of
any bike safety campaigns
THINK Bike achieves the highest
level of cut-through
20
15
12
10
10
10
5
0
2
2
Watch your
speed/slow
dow n
2
2
1
1
To die for
Look out for
bikes / look
for bikes
2
1
Kill your
speed - not
a child
2
2
1
1
Clunk click
every trip
Be bike
aw are
3
2
Speed Kills
4
5
8
4
4
Bike Safe
Dont drink
and drive
Think once
,think tw ice,
think bike
Q14. What road safety campaigns or slogans are you aware of? Please type in the names or
descriptions in the spaces below
Think
Think bike
I am not
aw are of any
road safety
cam paigns
or slogans
Prompted Awareness of Safety Campaigns (1): Biker Segments
90
Total
Make me better
80
Model Bikers
70
Awareness of THINK! peaks
amongst Model Bikers.
Recognition of other slogans is
relatively low
60
50
Functionals
Know it alls
40
30
20
10
0
Think once, think twice,
think bike
THINK!
Save racing for the
track
You need to expect the
unexpected
Ride the roads you
know as carefully as
those you don't
Q14b. And do you recognise any of the following road safety campaigns or slogans?
A Street, A Track, An
Open Road
Prompted Awareness of Safety Campaigns: Year on Year
Growth in overall
awareness of the
THINK! campaign
90
Total 2007
80
70
Total 2006
60
50
40
30
20
10
0
Think once, think twice,
think bike
THINK!
Save racing for the
track
You need to expect the
unexpected
Ride the roads you
know as carefully as
those you don't
Q14b. And do you recognise any of the following road safety campaigns or slogans?
A Street, A Track, An
Open Road
Prompted Awareness of Safety Campaigns (2): Biker Segments
90
Total
Make me better
80
Model Bikers
70
Functionals
Know it alls
60
50
40
Recognition of The Academy is
quite low
30
20
10
0
Great Roads, Great Rides
Give your bike the skill it
deserves
Take responsibility for
keeping yourself safe
The Academy
Q14b. And do you recognise any of the following road safety campaigns or slogans?
None of these
Opinion towards THINK! Campaign: Year on Year
Slight decline in levels of nett agreement year on year
100
Total 2007
Total 2006
80
60
40
20
0
Its m essages
are im portant.
Should do m ore
to talk to
m otorists (w ho
are non-bikers)
about
m otorcyclists.
Agree w ith
THINK!
m essages
Is relevant to
m otorcyclists in
general.
Its relevant to
m e.
Should be doing
Its m ore
m ore to talk to
relevant to
m otorcyclists m otorists than
about road
m otorcyclists.
safety.
Q15. You stated you are aware of the THINK! road safety campaign, please indicate how much
you agree or disagree with each of the statements relating to THINK! in the grid below Base –
Those Aware of THINK! (264)
Its part of the
biking
com m unity
Opinion towards THINK! Campaign
Bikers view THINK as important and relevant
THINK! cam paign m essages are im portant.
12
15
30
Strongly disagree
52
Slightly disagree
Agree w ith THINK! m essages
21
17
Should be doing m ore to talk to m otorists (w ho are
13
non-bikers) about m otorcyclists.
36
Neither agree nor
disagree
19
Its relevant to m otorcyclists in general. 1 4
21
The THINK! cam paign is relevant to m e. 12
27
I think the THINK! cam paign is m ore relevant to
m otorists than m otorcyclists.
4 8
28
49
35
17
28
40%
60%
Leisure bikers have a
positive disposition to
THINK!, however there
is still scope for the
campaign to be more
part of the biking
community
23
34
45
20%
Strongly agree
31
31
41
The THINK! cam paign is part of the biking com m unity 3 7
Slightly agree
39
38
34
Should be doing m ore to talk to m otorcyclists about
17
road safety.
0%
44
17
80%
100%
Q15. You stated you are aware of the THINK! road safety campaign, please indicate how much
you agree or disagree with each of the statements relating to THINK! in the grid below Base –
Those Aware of THINK! (264)
Opinion towards THINK! Campaign: Biker Segments
Total
Make me better
Model Bikers
Functionals
Know It Alls
100
80
87
82
81
78
79
78
75
74
84
81
78
75
80
74
73
69
60
75
72
70
63
51
48
42
40
63
62
55
54
53
42
40
37
20
0
Its m essages
are im portant.
Should do m ore
to talk to
m otorists (w ho
are non-bikers)
about
m otorcyclists.
Agree w ith
THINK!
m essages
Is relevant to
m otorcyclists in
general.
Its relevant to
m e.
Should be doing
Its m ore
m ore to talk to
relevant to
m otorcyclists m otorists than
about road
m otorcyclists.
safety.
Its part of the
biking
com m unity
Similar overall profile of attitudes towards THINK! Model Bikers have the most positive
disposition towards the campaign.
Q15. You stated you are aware of the THINK! road safety campaign, please indicate how much
you agree or disagree with each of the statements relating to THINK! in the grid below Base –
Those Aware of THINK! (264)
Opinion towards THINK! Campaign: BSB viewers v Non BSB Viewers
The THINK! Campaign has significantly
greater saliency amongst BSB viewers
80
BSB Viewers
Non BSB Viewers
60
40
20
0
Its m essages
are im portant.
Should do m ore
to talk to
m otorists (w ho
are non-bikers)
about
m otorcyclists.
Agree w ith
THINK!
m essages
Is relevant to
m otorcyclists in
general.
Its relevant to
m e.
Should be doing
Its m ore
m ore to talk to
relevant to
m otorcyclists m otorists than
about road
m otorcyclists.
safety.
Q15. You stated you are aware of the THINK! road safety campaign, please indicate how much
you agree or disagree with each of the statements relating to THINK! in the grid below
Its part of the
biking
com m unity
THINK! And The Academy Communication
British Super Bikes Equity
Not at all Interested
Not Very Interested
Quite Interested
Very Interested
100
34
75
46
46
48
54
50
51
49
50
25
48
44
15
0
5
4
2
Total
Make m e better
Model Bikers
Q34. And how interested are you in British Superbikes?
4
Functionals
Know it alls
BSB engages leisure bikers strongly,
peaking amongst more experience bikers
Spontaneous BSB Sponsor Awareness
Consistently higher levels of cut through of sponsor brands amongst more committed BSB viewers
Bennetts
61%
Virgin Media
63%
48%
Rizla
57%
47%
Airwaves
56%
43%
HM Plant
53%
37%
Eddie Stobart
47%
35%
Dunlop
33%
Think!
17%
The Academy
72%
42%
Very Interested BSB Watchers (117)
24%
BSB Viewers (253)
2%
1%
0%
25%
50%
75%
Q35. What brands or companies can you think that sponsor the British
Superbikes Series?
100%
Headlines
Leisure Biker Attitudes & Riding Styles

25% of leisure bikers claim to not wear any leathers, this figure increases significantly to 65%
amongst Functionals.

There is clearly a perceptual barrier to safety messaging, with 4 in 5 bikers believing that they are
“experienced enough to ride their bike safely”.

With greater experience the perceived need for further training and refresher skills diminishes, which
is a key issue for THINK! and The Academy to cut-through. Know it alls show strong levels of
confidence in their existing knowledge, just 2% feeling that they could benefit from further trainig.

Currently, THINK! and The Academy are not at the forefront of bikers minds with regard to safety
messaging. There remains significant faith in sources such as the Highway Code, The Police and
Motorcycle press. A potential avenue could be joint ventures with aforementioned parties.

There is a tendency to apportion blame upon car drivers, with 53% of all leisure riders believing that
car drivers are responsible for most accidents involving bikes, rising to 6 in 10 amongst Know it alls.
Headlines
Bike Safety Messaging

Leisure bikers have a largely positive attitude towards THINK! Of those aware of the THINK!
Campaign, 7 in 10 feel it is relevant to them personally, and 82% believing that the THINK!
Messages are important.

There is still scope to make the campaign a more integral part of the biking world. Currently, less
than half feel that ‘THINK is part of the biking community’.

This contrasts with the feelings of BSB spectators, of whom, 89% feel that the campaign is part of
the biking community.
Implications

There is clearly scope to influence bikers on their attitudes towards continual learning throughout the
biking lifecycle and offering easily accessible training and skills resources

THINK! and The Academy could be more relevant to the biking community, potential routes are…
 Delivering against biker suggestions for improved safety – roads, car driver education, opening
up bus lanes, targeting younger ‘risky’ riders
 Continuing to partner up with motorbiking personalities and brands
 Generating dialogue with bikers e.g. blog on The Academy website
 Raising the profile of The Academy off-course

The use of leathers is a key safety issue to address both in terms of educating bikers and potentially
lobbying of brands to develop urban leathers