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

1. Figure 1
Average recall of door to door items 1994-2012
Prompted recall in delivered areas, all methods, all items
100%
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. Figure 2
Average delivery of door to door items 1994-2012
All methods
100%
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. Figure 3
Average readership of door to door items 1994-2012
as % of recalled
100%
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