Further to WQ92244, will the Cabinet Secretary publish the Help Us Help You campaign evaluation data and outline how the 96 per cent reach and 21-time frequency figures were reached?
The Help us Help You (HUHY) campaign promotes the wide range of ways people in Wales can access NHS services, helping to sign post people to get the right help, in the right place, first time.
As I outlined previously, the latest campaign evaluation, covering the period from 6 November 2023 to 11 February 2024, shows over 96% of adults in Wales were reached via the campaign and had the opportunity to see or hear advertising at least 21 times.
The terms ‘reach’ and ‘frequency’ are marketing industry-standard terms for calculating the number of people reached by advertising and the number of times they have the opportunity to see advertising assets.
‘Reach’ in marketing refers to the size of the audience that has seen a specific campaign or advertising assets.
‘Frequency’ refers to how many times people are exposed to the advertising assets over the course of the campaign.
The ‘reach’ and ‘frequency’ figures were calculated using the industry-leading tool called Telmar’s Touchpoint. This centralises 4 different data points (media diary, questionnaire, smartphone data and industry body data) alongside consumption data, planned impacts and impressions per channel, and an audience profile to configure how many of this audience will be exposed to each element of the media plan and how many times. This is then combined to create an overall reach and frequency which takes into account the effect of the mix of channels used together.
The advertising campaign was delivered via multiple media platforms in order to reach a wide audience, including TV and video on demand, Radio, Print, Google and Bing search, social media advertising and targeted digital advertising. A further breakdown of the evaluation figures by category of population is below:
|
Target audience |
Audience size |
Reach |
Frequency |
|
All adults, Wales |
2,657,000 |
96.72% |
21.17 |
|
C2DE, Wales |
1,316,000 |
97.82% |
24.50 |
|
Parents of young children, Wales |
421,000 |
97.91% |
23.89 |
|
BAME, Wales |
199,000 |
96.12% |
21.72 |
|
18-24s, Wales |
256,000 |
97.89% |
24.01 |
|
55+, Wales |
1,137,000 |
96.54% |
17.89 |
Communications evaluation is used to help inform ongoing communication strategies. The evaluation results of the communication campaign are not routinely published as stand-alone documents but regularly feed into policy development as a source of insight.