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SmithGeiger Vaccine Research

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Olivia Kresic

- A survey of over 3,000 US adults found that over half now say they will get vaccinated for COVID-19 or have already received at least one dose, up from 37% in previous research. - The biggest motivator for getting vaccinated was a desire to return to normal life, while concerns about vaccine safety and efficacy were the top reasons for hesitancy. - Local news sources like local TV, newspapers, and radio were seen as most reliable compared to national news brands, with over half rating local TV news as reliable versus under 20% as unreliable. - Hesitancy remained highest among Black respondents and younger women, though resistance declined in these groups compared to previous research.

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Vaccine Research March 2021 1
o We interviewed 3,046 adults 18-64 o National US-based sample with quotas to ensure age, gender, geographic, and ethnic distribution o All respondents are consuming news media sources on at least one platform weekly o 94% of US-based adults 18-64 qualified Median length of interview: 17 minutes Online interviews conducted between: December 4 and 11, 2020 SmithGeiger conducted follow-up research for a subset of questions in late February 2021, with an n=2,041 sample About the Research Methodology 2
A public increasingly eager for a vaccine 37% of unvaccinated Americans “definitely will” get a shot as soon as they can – an increase over previous research. But with 23% already at least partially vaccinated – the % who are eager for (or already have) a shot now tops 50%. Uncertain “swing voters” begin to get on board The percentage of Americans who are unsure or leaning away from a shot is declining – with those skeptics moving “up the ladder.” And we see similar shifts among the more skeptical subpopulations. Broad trust in local news sources No sources are deemed more reliable than local news (TV, radio, or print), with news consumers far more likely to rate national news sources “unreliable.” Safety, efficacy – and normalcy The biggest motivator for getting vaccinated is a desire to get back to “normal,” followed closely by personal and family safety concerns. The top reasons for vaccine hesitance center on safety and efficacy. Americans want to hear from experts The most important voices are those of doctors, nurses, and other healthcare-related experts or organizations, and this desire for expertise transfers over to whose opinions people want to hear about from media sources. Consumers want facts – they’ll make up their own minds Consumers want stories that “make recommendations based on detailed reporting,” and that focus on “just the facts” without personal perspective. About the Research Key Findings For Local and National Media 3
National Overall Findings
A public eager for the vaccine In our December research, 6 in 10 respondents overall expressed an intent to get vaccinated for COVID (“probably” or “definitely” will) once a vaccine is available. Just 13% said that they “definitely would not” get vaccinated. 32% 28% 18% 10% 13% Definitely will Probably will Not sure Probably will not Definitely will not How likely are you to get the COVID vaccine when you can? CC3: How likely are you to get vaccinated for coronavirus once a vaccine is available for you to get? 5
A growing embrace As of late February, 23% of adults 18-64 said they had been at least partially vaccinated. When we incorporate them into the “definitely will” group in that follow-up research, it reaches above 50%. 32% 28% 18% 10% 13% Definitely will Probably will Not sure Probably will not Definitely will not CC3: How likely are you to get vaccinated for coronavirus once a vaccine is available for you to get? 37% 51% 21% 17% 17% 13% 8% 7% 17% 13% Feb ‘21 Including those who have already been vaccinated Dec ‘20 No COVID vaccine Feb ‘21 Among the unvaccinated Definitely will or already have Probably will Not sure Probably will not Definitely will not How likely are you to get the COVID vaccine when you can? 6
Hesitance persists among Black audiences 32% 51% 35% 55% 21% 32% 28% 41% 31% 58% 28% 17% 28% 16% 21% 13% 27% 22% 37% 25% 18% 13% 16% 11% 25% 23% 19% 16% 20% 11% 10% 7% 9% 6% 15% 12% 10% 5% 7% 2% 13% 13% 12% 13% 18% 19% 16% 15% 5% 5% Definitely will/Already have Probably will Not sure Probably will not Definitely will not Total White Black/AA Hispanic Asian Dec ‘20 Feb ‘21 Dec ‘20 Feb ‘21 Dec ‘20 Feb ‘21 Dec ‘20 Feb ‘21 Dec ‘20 Feb ‘21 Feb ‘21 data: Includes those that already had at least one dose of COVID vaccine How likely are you to get the COVID vaccine when you can? (By Ethnicity) 7
Resistance begins to decline among younger women 32% 51% 40% 61% 24% 41% 25% 45% 37% 54% 30% 54% 50% 68% 19% 36% 25% 40% 28% 17% 31% 16% 25% 17% 29% 17% 26% 17% 31% 15% 29% 16% 27% 19% 23% 18% 18% 13% 14% 10% 22% 16% 18% 15% 17% 13% 15% 15% 13% 7% 22% 15% 22% 18% 10% 7% 8% 4% 12% 9% 13% 8% 8% 5% 13% 5% 4% 2% 13% 11% 11% 7% 13% 13% 8% 9% 17% 17% 15% 15% 12% 12% 12% 10% 5% 7% 19% 19% 18% 18% Probably will Not sure Probably will not Definitely will not Dec ‘20 Feb ‘21 Definitely will/Already have Total Male Female Ages 18 to 34 Ages 35 to 54 Male 18 to 34 Male 35 to 54 Female 18 to 34 Female 35 to 54 Dec ‘20 Feb ‘21 Dec ‘20 Feb ‘21 Dec ‘20 Feb ‘21 Dec ‘20 Feb ‘21 Dec ‘20 Feb ‘21 Dec ‘20 Feb ‘21 Dec ‘20 Feb ‘21 Dec ‘20 Feb ‘21 Feb ‘21 data: Includes those that already had at least one dose of COVID vaccine How likely are you to get the COVID vaccine when you can? By Gender and Age 8
51% 55% 65% 43% 49% 59% 32% 38% 28% 33% 26% 41% 52% 36% 32% 51% 17% 16% 16% 16% 18% 15% 13% 16% 11% 11% 18% 22% 19% 23% 28% 14% 13% 11% 8% 14% 12% 10% 23% 21% 25% 21% 26% 16% 9% 20% 19% 16% 7% 6% 4% 9% 8% 4% 12% 7% 16% 13% 11% 5% 6% 5% 7% 2% 13% 13% 8% 18% 14% 12% 19% 18% 20% 22% 19% 15% 15% 15% 14% 18% Total All White White Men White Women White 18-34 White 35-54 All Black/AA Black/AA Men Black/AA Women Black/AA 18-34 Black/AA 35-54 All Hispanic Hispanic Men Hispanic Women Hispanic 18-34 Hispanic 35-54 High hesitance continues among Black respondents Definitely will Probably will Not sure Probably will not Definitely will not Black/AA White Hispanic Feb ‘21 data: Includes those that already had at least one dose of COVID vaccine Feb ‘21 How likely are you to get the COVID vaccine when you can? Ethnicity by Gender or Age 9
Skepticism is especially high among female Republicans 32% 51% 34% 51% 18% 29% 46% 77% 32% 55% 28% 17% 32% 17% 21% 18% 32% 12% 29% 16% 18% 13% 16% 12% 21% 14% 12% 7% 21% 13% 10% 7% 9% 5% 15% 13% 6% 2% 9% 5% 13% 13% 10% 15% 26% 26% 4% 2% 9% 11% Definitely will/Already have Probably will Not sure Probably will not Definitely will not Total Male GOP Female GOP Male Dem Female Dem Dec ‘20 Feb ‘21 Dec ‘20 Feb ‘21 Dec ‘20 Feb ‘21 Dec ‘20 Feb ‘21 Dec ‘20 Feb ‘21 Feb ‘21 data: Includes those that already had at least one dose of COVID vaccine How likely are you to get the COVID vaccine when you can? By Gender and Political Affiliation 10
Your preferred local TV news program Your preferred local newspaper Your preferred local radio station The New York Times National Broadcast News Brands The Wall Street Journal The Washington Post USA Today News aggregation sites or apps CNN MSNBC International news programs YouTube FOX News Channel Facebook Newsmax Twitter Some local website Other social media Nextdoor 51% 49% 47% 50% 48% 47% 47% 46% 44% 48% 42% 39% 41% 39% 34% 29% 32% 25% 29% 24% 18% 19% 19% 24% 24% 24% 24% 24% 23% 27% 29% 27% 30% 37% 42% 40% 45% 44% 49% 49% No sources are deemed more reliable by this audience of news consumers than local news (TV, radio, or print), with 51% rating their preferred local TV news source “reliable,” vs. just 18% “unreliable.” We see similar ratios for local newspapers and radio – while most major cable and broadcast news networks have higher levels of perceived “unreliability.” Reliable Not Reliable Net Perceived Reliability Net Perceived Reliability = “Reliable” minus “Unreliable” +34 +30 +28 +25 +24 +23 +23 +21 +21 +21 +12 +12 +10 +2 -8 -10 -13 -19 -20 -25 TV Print Audio Digital Social Media AA1: In general, how reliable would you say each of the following sources is for news about the world around you, whether or not you’re a regular viewer, reader, or user? Broad trust in local news sources How reliable is each source? 11
Biggest Reasons to Get Vaccinated Biggest Reasons NOT to Get Vaccinated 26% 26% 25% 20% 17% 14% 13% 13% 10% 9% 7% 7% 7% 5% 5% 5% 3% 16% You want to go back to a “normal” life Concerned about your personal safety Concerned for the safety of others in your family You are just tired of this pandemic You want to see and be close to friends and family Concerned for the safety of others in your community You want to stop wearing a mask You want to travel freely Sense of personal responsibility to your community You want to go back to a regular work life To help reopen social activity in your community Want to eat out, go to movies, sporting events, or concerts To help reopen economic activity in your community To see schools and daycare centers reopening Afraid that we are losing our “American way of life” You've been hurt financially by the pandemic Some other reason None of these 33% 19% 15% 12% 11% 9% 9% 9% 8% 7% 6% 5% 4% 4% 4% 3% 3% 2% 5% 26% You’re concerned about side effects Don’t think it will safe Concerned about ingredients in the vaccines Don’t trust the government Don’t think it will be effective Don’t trust the approval process Worried that you will have to keep getting the vaccine Don’t trust the testing process You are afraid of needles Don’t trust companies that created the vaccine You think you can’t afford to get the vaccine You just don’t take or believe in vaccines You aren’t concerned about your personal safety Don’t believe the virus is as bad as people say You've been sick and believe you're no longer at risk Pandemic has not really changed things for you You think the virus is a hoax Don’t believe your community has been affected Some other reason None of these VA3: Which of the following are the biggest reasons why you would want to get vaccinated? VA4: Which of the following are the biggest reasons why you might choose not to get vaccinated? Among those that have not had at least one dose of COVID vaccine Safety and efficacy – and concerns over side effects The biggest motivator for getting vaccinated continues to be a desire to get back to “normal.” But safety concerns continue to be a reason to hesitate – especially concerns about possible side effects. Feb ‘21 12
73% 70% 65% 55% 54% 54% 51% 50% 48% 47% 44% 43% 41% 34% 34% 32% 21% How safe it is How effective it is What the possible side effects are Details about how it actually works to combat the virus Details about the trials and how rigorous they were How long the vaccine lasts (i.e. is it a one-time vaccination or annually) How long it takes for the vaccine to start working What the ingredients of the vaccine are When and where it’s available How easy it is to get How it’s administered (where the shot is given, how many shots) Whether it’s been endorsed by people or organizations you trust Who created the vaccine (foreign company vs. U.S. company) How you feel about the specific company that created the vaccine Who provided funding for the vaccine Whether people you know are getting the vaccine Whether Donald Trump will get credit for its development News consumers are looking for information about vaccine safety and efficacy – nothing else comes particularly close. DD1: How important to you is each of the following specific kinds of information in deciding whether to get or recommend the coronavirus vaccine as soon as it is available? *Based on Respondents who found at least one thing important *Most Important 44% 37% 34% 10% 12% 15% 10% 13% 12% 11% 7% 8% 8% 6% 6% 6% 4% News consumers want to know what’s safe and what’s not How important is each of the following to your decision? Extremely important 13
The most important voices to these consumers are those of doctors, nurses, and other healthcare-related experts or organizations. This need for expertise transfers over to media as well – the COVID-related opinion viewers that are most interested in hearing on their TVs is that of a doctor or nurse, rather than a news personality. 52% 49% 42% 42% 39% 34% 32% 28% 28% 28% 26% 24% 22% 22% 21% 20% 19% 19% 19% 18% Your own doctor or nurse Federal health agencies (e.g., the CDC, DHHS, NIH) State health agencies Local hospital officials Local health agencies Your own pharmacist Friends and family A doctor or nurse that you see speaking on television Joe Biden or members of his incoming administration State government officials Local government officials National news sources Local news sources Democratic politicians National news personalities Local news personalities Republican politicians Religious leaders Donald Trump or members of his administration People you follow on social media DD3: How important to you are the opinions or endorsements each of the following as you consider whether or not you would get or recommend the coronavirus vaccine as soon as it is available? Experts over pundits How important is the opinion of each of these to your decision? Extremely important 14
49% 49% 47% 47% 47% 47% 45% 44% 44% 43% 43% 42% 16% 16% 16% 17% 17% 16% 19% 16% 16% 16% 19% 20% DD12: Looking at each of these messages, would they make you more likely to get the coronavirus vaccine, would they make you less likely, or would it make no difference? More Likely Less Likely Roughly half of all respondents are more likely to get vaccinated as a result of seeing messages with those themes in local media. “Get vaccinated. Don’t put your family through the pain of losing you to COVID-19.” “Getting vaccinated is the right thing to do to, protect yourself, protect your neighbors.” “Talk with your doctor about if the COVID-19 vaccine is right for you.” “I don’t want you to lose family to COVID-19 like I did, please vaccinate today.” “If enough of us get the shot, we can stop COVID-19.” “Get vaccinated and help get our community/country back on track.” “The risks appear to be small, but the rewards are well worth getting vaccinated for COVID-19." “I have the power to help my community by being vaccinated.” “I want to get back to hugging my grandchildren/going to games/attending concerts so I’m getting vaccinated.” “You do a lot of things to stay healthy, now you can choose to get vaccinated.” “Don’t wait to vaccinate, it is safe and effective in preventing COVID-19.” “Getting vaccinated might cause you to feel bad for a day or two – but it could save your life.” Impactful messages focus on a desire to avoid loss, help others Looking at each of these messages, would they make you more likely to get the coronavirus vaccine, would they make you less likely, or would it make no difference? 15
Thank you Andrew Finlayson EVP Digital Strategies 818.430.9562 andrew@smithgeiger.com

More Related Content

SmithGeiger Vaccine Research

  • 2. o We interviewed 3,046 adults 18-64 o National US-based sample with quotas to ensure age, gender, geographic, and ethnic distribution o All respondents are consuming news media sources on at least one platform weekly o 94% of US-based adults 18-64 qualified Median length of interview: 17 minutes Online interviews conducted between: December 4 and 11, 2020 SmithGeiger conducted follow-up research for a subset of questions in late February 2021, with an n=2,041 sample About the Research Methodology 2
  • 3. A public increasingly eager for a vaccine 37% of unvaccinated Americans “definitely will” get a shot as soon as they can – an increase over previous research. But with 23% already at least partially vaccinated – the % who are eager for (or already have) a shot now tops 50%. Uncertain “swing voters” begin to get on board The percentage of Americans who are unsure or leaning away from a shot is declining – with those skeptics moving “up the ladder.” And we see similar shifts among the more skeptical subpopulations. Broad trust in local news sources No sources are deemed more reliable than local news (TV, radio, or print), with news consumers far more likely to rate national news sources “unreliable.” Safety, efficacy – and normalcy The biggest motivator for getting vaccinated is a desire to get back to “normal,” followed closely by personal and family safety concerns. The top reasons for vaccine hesitance center on safety and efficacy. Americans want to hear from experts The most important voices are those of doctors, nurses, and other healthcare-related experts or organizations, and this desire for expertise transfers over to whose opinions people want to hear about from media sources. Consumers want facts – they’ll make up their own minds Consumers want stories that “make recommendations based on detailed reporting,” and that focus on “just the facts” without personal perspective. About the Research Key Findings For Local and National Media 3
  • 5. A public eager for the vaccine In our December research, 6 in 10 respondents overall expressed an intent to get vaccinated for COVID (“probably” or “definitely” will) once a vaccine is available. Just 13% said that they “definitely would not” get vaccinated. 32% 28% 18% 10% 13% Definitely will Probably will Not sure Probably will not Definitely will not How likely are you to get the COVID vaccine when you can? CC3: How likely are you to get vaccinated for coronavirus once a vaccine is available for you to get? 5
  • 6. A growing embrace As of late February, 23% of adults 18-64 said they had been at least partially vaccinated. When we incorporate them into the “definitely will” group in that follow-up research, it reaches above 50%. 32% 28% 18% 10% 13% Definitely will Probably will Not sure Probably will not Definitely will not CC3: How likely are you to get vaccinated for coronavirus once a vaccine is available for you to get? 37% 51% 21% 17% 17% 13% 8% 7% 17% 13% Feb ‘21 Including those who have already been vaccinated Dec ‘20 No COVID vaccine Feb ‘21 Among the unvaccinated Definitely will or already have Probably will Not sure Probably will not Definitely will not How likely are you to get the COVID vaccine when you can? 6
  • 7. Hesitance persists among Black audiences 32% 51% 35% 55% 21% 32% 28% 41% 31% 58% 28% 17% 28% 16% 21% 13% 27% 22% 37% 25% 18% 13% 16% 11% 25% 23% 19% 16% 20% 11% 10% 7% 9% 6% 15% 12% 10% 5% 7% 2% 13% 13% 12% 13% 18% 19% 16% 15% 5% 5% Definitely will/Already have Probably will Not sure Probably will not Definitely will not Total White Black/AA Hispanic Asian Dec ‘20 Feb ‘21 Dec ‘20 Feb ‘21 Dec ‘20 Feb ‘21 Dec ‘20 Feb ‘21 Dec ‘20 Feb ‘21 Feb ‘21 data: Includes those that already had at least one dose of COVID vaccine How likely are you to get the COVID vaccine when you can? (By Ethnicity) 7
  • 8. Resistance begins to decline among younger women 32% 51% 40% 61% 24% 41% 25% 45% 37% 54% 30% 54% 50% 68% 19% 36% 25% 40% 28% 17% 31% 16% 25% 17% 29% 17% 26% 17% 31% 15% 29% 16% 27% 19% 23% 18% 18% 13% 14% 10% 22% 16% 18% 15% 17% 13% 15% 15% 13% 7% 22% 15% 22% 18% 10% 7% 8% 4% 12% 9% 13% 8% 8% 5% 13% 5% 4% 2% 13% 11% 11% 7% 13% 13% 8% 9% 17% 17% 15% 15% 12% 12% 12% 10% 5% 7% 19% 19% 18% 18% Probably will Not sure Probably will not Definitely will not Dec ‘20 Feb ‘21 Definitely will/Already have Total Male Female Ages 18 to 34 Ages 35 to 54 Male 18 to 34 Male 35 to 54 Female 18 to 34 Female 35 to 54 Dec ‘20 Feb ‘21 Dec ‘20 Feb ‘21 Dec ‘20 Feb ‘21 Dec ‘20 Feb ‘21 Dec ‘20 Feb ‘21 Dec ‘20 Feb ‘21 Dec ‘20 Feb ‘21 Dec ‘20 Feb ‘21 Feb ‘21 data: Includes those that already had at least one dose of COVID vaccine How likely are you to get the COVID vaccine when you can? By Gender and Age 8
  • 9. 51% 55% 65% 43% 49% 59% 32% 38% 28% 33% 26% 41% 52% 36% 32% 51% 17% 16% 16% 16% 18% 15% 13% 16% 11% 11% 18% 22% 19% 23% 28% 14% 13% 11% 8% 14% 12% 10% 23% 21% 25% 21% 26% 16% 9% 20% 19% 16% 7% 6% 4% 9% 8% 4% 12% 7% 16% 13% 11% 5% 6% 5% 7% 2% 13% 13% 8% 18% 14% 12% 19% 18% 20% 22% 19% 15% 15% 15% 14% 18% Total All White White Men White Women White 18-34 White 35-54 All Black/AA Black/AA Men Black/AA Women Black/AA 18-34 Black/AA 35-54 All Hispanic Hispanic Men Hispanic Women Hispanic 18-34 Hispanic 35-54 High hesitance continues among Black respondents Definitely will Probably will Not sure Probably will not Definitely will not Black/AA White Hispanic Feb ‘21 data: Includes those that already had at least one dose of COVID vaccine Feb ‘21 How likely are you to get the COVID vaccine when you can? Ethnicity by Gender or Age 9
  • 10. Skepticism is especially high among female Republicans 32% 51% 34% 51% 18% 29% 46% 77% 32% 55% 28% 17% 32% 17% 21% 18% 32% 12% 29% 16% 18% 13% 16% 12% 21% 14% 12% 7% 21% 13% 10% 7% 9% 5% 15% 13% 6% 2% 9% 5% 13% 13% 10% 15% 26% 26% 4% 2% 9% 11% Definitely will/Already have Probably will Not sure Probably will not Definitely will not Total Male GOP Female GOP Male Dem Female Dem Dec ‘20 Feb ‘21 Dec ‘20 Feb ‘21 Dec ‘20 Feb ‘21 Dec ‘20 Feb ‘21 Dec ‘20 Feb ‘21 Feb ‘21 data: Includes those that already had at least one dose of COVID vaccine How likely are you to get the COVID vaccine when you can? By Gender and Political Affiliation 10
  • 11. Your preferred local TV news program Your preferred local newspaper Your preferred local radio station The New York Times National Broadcast News Brands The Wall Street Journal The Washington Post USA Today News aggregation sites or apps CNN MSNBC International news programs YouTube FOX News Channel Facebook Newsmax Twitter Some local website Other social media Nextdoor 51% 49% 47% 50% 48% 47% 47% 46% 44% 48% 42% 39% 41% 39% 34% 29% 32% 25% 29% 24% 18% 19% 19% 24% 24% 24% 24% 24% 23% 27% 29% 27% 30% 37% 42% 40% 45% 44% 49% 49% No sources are deemed more reliable by this audience of news consumers than local news (TV, radio, or print), with 51% rating their preferred local TV news source “reliable,” vs. just 18% “unreliable.” We see similar ratios for local newspapers and radio – while most major cable and broadcast news networks have higher levels of perceived “unreliability.” Reliable Not Reliable Net Perceived Reliability Net Perceived Reliability = “Reliable” minus “Unreliable” +34 +30 +28 +25 +24 +23 +23 +21 +21 +21 +12 +12 +10 +2 -8 -10 -13 -19 -20 -25 TV Print Audio Digital Social Media AA1: In general, how reliable would you say each of the following sources is for news about the world around you, whether or not you’re a regular viewer, reader, or user? Broad trust in local news sources How reliable is each source? 11
  • 12. Biggest Reasons to Get Vaccinated Biggest Reasons NOT to Get Vaccinated 26% 26% 25% 20% 17% 14% 13% 13% 10% 9% 7% 7% 7% 5% 5% 5% 3% 16% You want to go back to a “normal” life Concerned about your personal safety Concerned for the safety of others in your family You are just tired of this pandemic You want to see and be close to friends and family Concerned for the safety of others in your community You want to stop wearing a mask You want to travel freely Sense of personal responsibility to your community You want to go back to a regular work life To help reopen social activity in your community Want to eat out, go to movies, sporting events, or concerts To help reopen economic activity in your community To see schools and daycare centers reopening Afraid that we are losing our “American way of life” You've been hurt financially by the pandemic Some other reason None of these 33% 19% 15% 12% 11% 9% 9% 9% 8% 7% 6% 5% 4% 4% 4% 3% 3% 2% 5% 26% You’re concerned about side effects Don’t think it will safe Concerned about ingredients in the vaccines Don’t trust the government Don’t think it will be effective Don’t trust the approval process Worried that you will have to keep getting the vaccine Don’t trust the testing process You are afraid of needles Don’t trust companies that created the vaccine You think you can’t afford to get the vaccine You just don’t take or believe in vaccines You aren’t concerned about your personal safety Don’t believe the virus is as bad as people say You've been sick and believe you're no longer at risk Pandemic has not really changed things for you You think the virus is a hoax Don’t believe your community has been affected Some other reason None of these VA3: Which of the following are the biggest reasons why you would want to get vaccinated? VA4: Which of the following are the biggest reasons why you might choose not to get vaccinated? Among those that have not had at least one dose of COVID vaccine Safety and efficacy – and concerns over side effects The biggest motivator for getting vaccinated continues to be a desire to get back to “normal.” But safety concerns continue to be a reason to hesitate – especially concerns about possible side effects. Feb ‘21 12
  • 13. 73% 70% 65% 55% 54% 54% 51% 50% 48% 47% 44% 43% 41% 34% 34% 32% 21% How safe it is How effective it is What the possible side effects are Details about how it actually works to combat the virus Details about the trials and how rigorous they were How long the vaccine lasts (i.e. is it a one-time vaccination or annually) How long it takes for the vaccine to start working What the ingredients of the vaccine are When and where it’s available How easy it is to get How it’s administered (where the shot is given, how many shots) Whether it’s been endorsed by people or organizations you trust Who created the vaccine (foreign company vs. U.S. company) How you feel about the specific company that created the vaccine Who provided funding for the vaccine Whether people you know are getting the vaccine Whether Donald Trump will get credit for its development News consumers are looking for information about vaccine safety and efficacy – nothing else comes particularly close. DD1: How important to you is each of the following specific kinds of information in deciding whether to get or recommend the coronavirus vaccine as soon as it is available? *Based on Respondents who found at least one thing important *Most Important 44% 37% 34% 10% 12% 15% 10% 13% 12% 11% 7% 8% 8% 6% 6% 6% 4% News consumers want to know what’s safe and what’s not How important is each of the following to your decision? Extremely important 13
  • 14. The most important voices to these consumers are those of doctors, nurses, and other healthcare-related experts or organizations. This need for expertise transfers over to media as well – the COVID-related opinion viewers that are most interested in hearing on their TVs is that of a doctor or nurse, rather than a news personality. 52% 49% 42% 42% 39% 34% 32% 28% 28% 28% 26% 24% 22% 22% 21% 20% 19% 19% 19% 18% Your own doctor or nurse Federal health agencies (e.g., the CDC, DHHS, NIH) State health agencies Local hospital officials Local health agencies Your own pharmacist Friends and family A doctor or nurse that you see speaking on television Joe Biden or members of his incoming administration State government officials Local government officials National news sources Local news sources Democratic politicians National news personalities Local news personalities Republican politicians Religious leaders Donald Trump or members of his administration People you follow on social media DD3: How important to you are the opinions or endorsements each of the following as you consider whether or not you would get or recommend the coronavirus vaccine as soon as it is available? Experts over pundits How important is the opinion of each of these to your decision? Extremely important 14
  • 15. 49% 49% 47% 47% 47% 47% 45% 44% 44% 43% 43% 42% 16% 16% 16% 17% 17% 16% 19% 16% 16% 16% 19% 20% DD12: Looking at each of these messages, would they make you more likely to get the coronavirus vaccine, would they make you less likely, or would it make no difference? More Likely Less Likely Roughly half of all respondents are more likely to get vaccinated as a result of seeing messages with those themes in local media. “Get vaccinated. Don’t put your family through the pain of losing you to COVID-19.” “Getting vaccinated is the right thing to do to, protect yourself, protect your neighbors.” “Talk with your doctor about if the COVID-19 vaccine is right for you.” “I don’t want you to lose family to COVID-19 like I did, please vaccinate today.” “If enough of us get the shot, we can stop COVID-19.” “Get vaccinated and help get our community/country back on track.” “The risks appear to be small, but the rewards are well worth getting vaccinated for COVID-19." “I have the power to help my community by being vaccinated.” “I want to get back to hugging my grandchildren/going to games/attending concerts so I’m getting vaccinated.” “You do a lot of things to stay healthy, now you can choose to get vaccinated.” “Don’t wait to vaccinate, it is safe and effective in preventing COVID-19.” “Getting vaccinated might cause you to feel bad for a day or two – but it could save your life.” Impactful messages focus on a desire to avoid loss, help others Looking at each of these messages, would they make you more likely to get the coronavirus vaccine, would they make you less likely, or would it make no difference? 15
  • 16. Thank you Andrew Finlayson EVP Digital Strategies 818.430.9562 andrew@smithgeiger.com

Editor's Notes

  1. Nicole
  2. Nicole
  3. From SmithGeiger folder, Consumer Tracker - Feb 2021 data: With Filter = SG Consumer Tracker Dataset (Feb '21) - Completes (filtered for A18-64, Media).sav VA2 VA1 and VA2 combined -> both questions rebased to total, %Definitely will (VA2) + %Yes (VA1) added together (ie: (440+337)/1531; 253/1531; etc)
  4. From SmithGeiger folder, Consumer Tracker - Feb 2021 data: With Filter = SG Consumer Tracker Dataset (Feb '21) - Completes (filtered for A18-64, Media).sav VA1 and VA2 combined -> both questions rebased to total, %Definitely will (VA2) + %Yes (VA1) added together