Parks Canada Awareness Tracking Study 2017-2018

POR Number: 004-17
Contract Number: 5P0004-170084/001/CY
Contract Award Date: May 18, 2017
Date of Delivery: March 29, 2018
Contract Value: $129,770.56

Executive Summary

Prepared for Parks Canada Agency
30 Victoria Street, Gatineau QC, J8X 0B3
information@pc.gc.ca
1-888-773-8888

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Executive Summary

This report presents the results and findings from the 2017-2018 Awareness Tracking Study conducted by Earnscliffe Strategy Group (Earnscliffe) on behalf of Parks Canada Agency.

Telephone interviews were conducted as part of Nielsen’s telephone omnibus in June 2017 (n=2,167, between June 1^st and 13^th, 2017), September 2017 (n=2,173, between September 7^th and 18^th, 2017), December 2017 (n=2,146, between December 7^th and 18^th, 2017), and March 2018 (n=2,163, between March 1st to 12^th, 2018). Interviews were conducted in the respondent’s choice of English or French.

The margin of error for each study wave was ± 2.1%, 19 times out of 20, and the resultant margin of error for the combined tracking period was ± 1.1%, 19 times out of 20.

The study was designed to target a nationally representative sample of 2,000 adult Canadians (aged 18 and over) per study and oversamples (where necessary) to obtain 250 adults each wave from three CMAs – Montreal, Toronto, and Vancouver.

Parks Canada employs the Awareness Tracking Survey to measure and track on an on-going basis awareness of Parks Canada, as well as to understand Canadians’ opinions and support of the Agency. This executive summary outlines the major findings from the 2017-2018 surveys.

Awareness of Parks Canada

Public awareness of Parks Canada and its agency name remained strong over the 2017-2018 tracking period.

Unaided awareness has fallen from 25% to 23%. As a constant, roughly a quarter of Canadians can identify Parks Canada as the agency that operates officially designated national parks and historic sites without prompting.
Total awareness (aided plus unaided) remained very high and relatively stable, rising slightly from 82% to 83% - An ultimate rate of awareness throughout the middle quarters of September 2017 and December 2017 reaching 85%. Aided awareness also rose from 57% to 60%.
Awareness was higher in the Atlantic Provinces and in the West, and lower in Quebec. This trend was mirrored in the Census Metropolitan Areas (CMAs) studied – awareness was lower in Montreal than in Vancouver.

Recall of Recent Messaging

Parks Canada aims to promote its work with Canadians through a variety of channels. Key findings for how Canadians learn about the Agency are presented below:

Television commercials and programing/documentaries remains the most popular source of information about Parks Canada, however that amount is dwindling, starting in June 2017 with an average of 29% and finishing March 2018 with an average of 23% for commercials, and dropping from 23% to 20% for programs. Social media has also fell, from 17% to 11% over the tracking period.
The percentage of Canadians who, when asked, had heard, read, or watched something about Parks Canada declined. In June 2017, 56% reported having heard, read or seen something about Parks Canada. By March 2018, aided recall had fallen to 36%.
Canadians remembered a broad range of topics relating to Parks Canada. Understandably, topics concerning free admission as part of Canada’s 150 celebrations have fell from 40% to 13% as the sesquicentennial celebrations across the country wrapped up in December. Travel and Tourism remains stable rising from 8% to 11% in the final 2 quarters.

Support of Parks Canada

Canadians are strong supporters of Parks Canada’s mandate – it continues to fluctuate between 83% and 80% of people who completely support or support it. Opposition remained low (between 2% and 3%) over the 2017-2018 period studied.

Specifics Themes

Parks Canada Places Planned to Visit

Summer 2017

Well over half of Canadians (67%) in June 2017 reported that they were very likely or somewhat likely to visit a national park, national historic site, or waterway, an increase from the previous wave (56% in March 2017).
Among those who were likely to visit a national park, national historic site or waterway, the most frequently mentioned single location was Banff National Park (11%).

Fall 2017

An average of 40% of people were interested in visiting a national park, national historic site, and/or national waterway in fall 2017. Atlantic regions showed significantly less interest than the rest of Canada with 29% saying very likely or somewhat likely, the average of the remaining regions was at 42% stating very likely or somewhat likely to visit a notional park/historic site/waterway in fall 2017.

Canada’s 150th Birthday Celebration

Nationally, 70% of Canadians reported very likely or likely to participate in Canada 150 celebrations in their community, and 45% outside their community. 53% of Canadians said they would watch the event on television.

Knowledge of the term Biodiversity

Almost half of Canadians (41%) rated their knowledge of the term Biodiversity as very high or high. Ages 18-34 rated themselves significantly higher than 35+ with an average of 46% as opposed to 39% from the later.

Attitudes Toward Parks Canada

An almost overwhelming 93% of Canadians regarded Parks Canada as an important legacy established by Canadians for current and future generations; 90% also stating that National Parks are a source of pride as Canadians.
The highest level of awareness concerning Parks Canada Conservation Initiatives was efforts to protect species at risk in national parks, this number went from 58% in December 2017 to 52% in March 2018. Followed by 52% being aware of the tracking of the health of plants and animals in national parks, which also lowered in March 2018 to 43%.

Interest in Science and Conservation Activities

46% of participants stated they were either very interested or somewhat interested in learning more about what science and conservation activities Parks Canada does. A high of 51% in Montreal specifically showed interest.

Research Firm: Earnscliffe Strategy Group Inc.
Contract Number: 5P0004-170084/001/CY
Contract Award Date: May 18, 2017
Contract Value: $129,770.56 (including HST)

Political Neutrality Statement

I hereby certify as a Representative of Earnscliffe Strategy Group that the final deliverables fully comply with the Government of Canada political neutrality requirements outlined in the Policy on Communications and Federal Identity and Procedures for Planning and Contracting Public Opinion Research. Specifically, the deliverables do not include information on electoral voting intentions, political party preferences, standings with the electorate or ratings of the performance of a political party or its leaders.

Signed:

Doug Anderson
Principal, Earnscliffe
Date: March 29, 2018