XX Commonwealth Games Omnibus Research Report

3. Measuring Awareness

Spontaneous awareness of the Games

3.1 In each survey wave, respondents were asked to name all of the sporting events they believed would be taking place in Scotland or the UK over the next few years. This was asked before any other question so that respondents were not influenced by subsequent question wording, therefore providing an accurate measure of spontaneous awareness levels.

3.2 Figure 3.1 shows the proportions of the adult population in Scotland and, more specifically Glasgow, who spontaneously mentioned the Commonwealth Games during the five survey waves where this question was included.

Figure 3.1. Spontaneous awareness of the Games - Scotland & Glasgow City

Base: All respondents Scotland (Oct 12 1007; Mar 13 1002; Oct 13 1,010; Jun 14 995; Jul 14 1,003); Glasgow (Oct 12 111; Mar 13 124; Oct 13 115; Jun 14 125; Jul 14 102)

3.3 Awareness of the Games increased significantly between 2012 and 2014. Around two-thirds of the Scottish adult population spontaneously mentioned the Games in October 2012 (66%), a proportion which rose to 84% by July 2014.

3.4 Between October 2012 and June 2014, awareness of the Games amongst Glasgow residents was consistently around 4-5 percentage points higher than the overall Scottish average. There was a slight but not significant decrease immediately prior to the Games, with the July 2014 figure of 85% very close to the national average for spontaneous awareness.

3.5 Across all of the survey waves, spontaneous awareness of the Games within the Scottish population was higher amongst those who could recall seeing or hearing promotional activity connected to the Games. In addition, those in the ABC1 socio-economic groups and those in paid employment were more likely than average to spontaneously mention the Games.

3.6 Conversely, those who were not in paid employment, those in the C2DE socio-economic groups and those with a lack of interest in sport were consistently less likely than the average to spontaneously mention the Games as a sporting event due to take place in Scotland in the next few years.

3.7 While some demographic differences were apparent throughout the survey, an increasing 'levelling out' of awareness across the population was recorded as the Games drew closer.

3.8 As shown in Figure 3.2, compared to the Scottish population, spontaneous recall of the Games was much lower amongst the population of England and Wales. However, as in Scotland, there was a significant increase in spontaneous mentions of the Games as they drew closer - from 10% in October 2012 to 25% in June 2014.

Figure 3.2. Spontaneous awareness of the Games - England/ Wales

Base: All respondents England/ Wales (Oct 12 960; Oct 13 944; Jun 14 948)

3.9 Amongst those living in England and Wales, spontaneous recall of the Games was consistently higher amongst those in the ABC1 socio-economic groups. In addition, those who bought or intended to buy tickets, people aged 45 and over and those with Internet access were more likely than the average to spontaneously mention the Games.

3.10 Conversely, younger members of the population (aged 44 and under), those with children in the household and those in the C2DE socio-economic groups were least likely to mention the Games.

Level of knowledge

3.11 In each survey wave, respondents were asked to rate their level of knowledge of the Games, providing their answers on a 4-point scale from 'a lot' to 'nothing at all' (see Appendix 1).

3.12 Figure 3.3 (overleaf) illustrates proportions of the overall adult population in Scotland and specifically Glasgow, that indicated that they know 'a lot' or 'quite a lot' about the Games. Amongst the Scottish population this proportion increased from 21% in October 2012 to a peak of 37% in October 2013.

3.13 In Glasgow knowledge levels varied more significantly from just 12% stating that they knew 'a lot' or 'quite a lot' in October 2012 to 40% in October 2013.

Figure 3.3. Level of knowledge about the Games - a lot/ quite a lot

Base: All respondents Scotland (Oct 12 1007; Mar 13 1002; Oct 13 1,010; Jun 14 995); Glasgow (Oct 12 111; Mar 13 124; Oct 13 115; Jun 14 125)

3.14 In all of the survey waves, knowledge of the Games was found to be somewhat lower amongst the England/ Wales sample. Also, as illustrated below, there was no significant increase in the proportion of the English and Welsh population stating that they knew 'a lot' or 'quite a lot' over the survey period.

Figure 3.4.

Base: All respondents England/ Wales (Oct 12 960; Oct 13 944; Jun 14 948; Jul 14)

Promotional activity awareness

3.15 Tracking awareness of promotional activity connected to the Games was also undertaken as part of the survey.

3.16 As shown in Figure 3.5, in Scotland, around 3 in 10 members of the population indicated an awareness of Games related promotional activity in late 2012 and early 2013. However, a significant increase in promotional awareness was recorded in the subsequent survey waves, increasing to 48% in June 2014.

3.17 Awareness of promotional activity increased even more significantly amongst Glasgow residents with around 3 in 5 stating that they had seen, heard or read something promoting the Games in the October 2013 and June 2014 survey waves.

3.18 While awareness of promotional activity was consistently lower in England and Wales than in Scotland, it also increased significantly as the Games drew closer, from 5% in October 2012 to 15% in June 2014.

Figure 3.5. Awareness of promotional activity for Games - both samples

*Not asked in England/ Wales

Base: All respondents -England/ Wales (Oct 12 960; Oct 13 944; Jun 14 948); Scotland (Oct 12 1007; Mar 13 1002; Oct 13 1,010; Jun 14 995); Glasgow (Oct 12 111; Mar 13 124; Oct 13 115; Jun 14 125)

3.19 Across all of the survey waves, there was a clear relationship between awareness of promotional activity and awareness of and interest in attending the Games.

3.20 In Scotland, those in the AB social grades and those who had taken part in sport in the last 4 weeks were more likely than the population average to be aware of any promotional activity.