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Stepcheck - door drop recall and readership

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Steve Thompson, Stepcheck MD, looks at door drop recall levels and considers how this relates to door drop readership and successful planning.

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Stepcheck - door drop recall and readership

  1. 1. Figure 1 Average recall of door to door items 1994-2012 Prompted recall in delivered areas, all methods, all items100%95%90% 85.0%85% 81.7%80% 78.5% 76.8% 74.4% 75.2% 75.2%75% 71.9%70% 68.5% 68.6% 67.2% 67.5% 67.2% 66.6% 66.3% 66.5% 64.4% 63.6%65% 59.6%60%55%50% 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Average sample size 164,000 interviews per year
  2. 2. Figure 2 Average delivery of door to door items 1994-2012 All methods100%98% 96.3% 96.0%96% 93.7%94% 92.4% 92.7% 91.9%92% 90.6%90%88% 87.1% 85.7%86% 84.6% 84.1%84% 82.8% 82.4% 81.8%82% 81.1% 81.5% 81.4% 81.7% 80.5%80% 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Average sample size 164,000 interviews per year
  3. 3. Figure 3 Average readership of door to door items 1994-2012 as % of recalled100%90%80%70% 62.2% 62.4% 62.1% 63.7% 63.3% 61.2% 61.3% 61.5% 61.9% 61.7% 59.5% 59.4% 59.2% 58.6% 60.1% 59.4%60% 57.5% 57.1% 55.5%50%40%30%20%10% 0% 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Average sample size 49,000 interviews per year

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