Youth Hunting in Nebraska:

Evaluation of an Advertising Campaign to Encourage More Youth Hunting in 2010

For

the National Shooting Sports Foundation and the Nebraska Game and Parks Commission
By

Southwick Associates
May 2011

PO Box 6435 Fernandina Beach, FL 32035 Tel (904) 277-9765 www.southwickassociates.com

This project is supported by the National Shooting Sports Foundation, Inc.

INTRODUCTION In recent years, Nebraska has taken steps to promote youth hunting and remove barriers to recruiting new hunters. In 2008, new legislation removed wild turkeys from the big game category to eliminate the minimum age for turkey hunters, allowed ten and eleven year olds to hunt deer under adult supervision, and created an apprentice permit to allow people to try hunting (under adult supervision) without requiring hunter education certification. In 2010, the Legislature lowered the price for deer and turkey youth permits to five dollars (plus the one dollar agent fee). To help take advantage of the positive changes for young hunters, the Nebraska Game and Parks Commission and the National Shooting Sports Foundation launched a statewide marketing campaign to encourage adult hunters to take children hunting. The effort included statewide advertising online, in newspapers, and in magazines. An overview of the advertising media and dates are in the appendix, along with a sample of the advertising copy and imagery used in the campaign. To examine the effects of the campaign, we compared youth permit sales in 2010 to sales in the two previous years. Because permit numbers can be volatile year-to-year, we compared the number of youth permits and youth hunters in 2010 to the average numbers for 2008 and 2009. We also examined daily sales figures for similar periods in 2008, 2009 and 2010. Separately, an online survey of Nebraska hunters was conducted to gauge the reach and impression of the campaign. Additional questions in the survey also measured the effect of the campaign in swaying hunters to take a youth hunting.

RESULTS In Tables 1a and Table 1b we include types of permits that are comparable for youth and adult hunters to identify changes in permit sales and numbers of hunters over the past three years. For example, Nebraska does not require youth to purchase a permit for small game hunting (however, they are required to be supervised by a permitted adult hunter), therefore we do not include small game hunting in the comparison. The analysis includes only residents of Nebraska since the print advertising was placed primarily in Nebraska outlets. Table 1a shows that there was a very substantial increase in the numbers of both deer and spring turkey youth permits. Compared to the average sales in 2008 and 2009, deer permits for youth increased nearly 50% and spring turkey youth permits more than doubled. Fall turkey hunting permits for youth were a new addition in 2010 and no previous sales figures are available for comparison. The table also shows that increases were not seen for all licenses as comparable sales for adult permits were flat or declined in 2010 compared the previous years.

To distinguish the effect of the decreased price for youth licenses that took effect at the beginning of 2010 from the effect of the advertising campaign that occurred in the fall months of 2010, we compared the change in youth license sales between 2009 and 2010 during the spring hunting season (March 1st through May 31st) and the fall hunting season (September 1st through November 31st). Because fall season sales did not increase more than spring season sales, we cannot conclude that the increase in youth sales in 2010 is the direct result of the fall advertising campaign. Instead, the overall increase in sales is likely due to a combination of the lower price and the advertising campaign that created greater awareness of the new prices.

Table 1a. Numbers of comparable youth and adult hunting permits purchased by Nebraska residents
Permit Type Youth Permits Deer Spring Turkey Fall Turkey TOTAL 2008 6,717 2,374 na 9,091 2009 7,088 2,672 Na 9,760 2010 10,328 5,110 2,014 17,452 % change 2008/09 to 2010 49.6% 102.5% 85.2%

Adult Permits Deer 112,277 112,123 115,734 Spring Turkey 22,996 23,668 20,834 Fall Turkey 10,505 11,740 8,885 TOTAL 145,778 147,531 145,453 Youth under 16 not required to purchase a small game permit. Youth age 10 and older must purchase deer and turkey permits

3.1% -10.7% -20.1% -0.8%

Table 1b show the numbers of youth and adult hunters in 2010 compared to previous years. Numbers of hunters are different from numbers of permits sold because individual hunters may purchase more than one permit. The results are similar to that found in Table 1a wherein the increase in numbers of youth hunters in 2010 far outpaced the changes in numbers of adult hunters.

Table 1b. Numbers of resident youth and adult hunters, by selected types of permits purchased
% change 2008/09 to 2010 40.7% 79.0% 50.9%

Permit Type Youth Hunters Deer Spring Turkey Fall Turkey All Hunters Adult Hunters Deer Spring Turkey Fall Turkey All Hunters

2008 6,376 2,224 na 7,561

2009 6,719 2,507 na 8,042

2010 9,213 4,235 1,900 11,775

79,695 18,751 9,810 87,774

79,423 19,393 11,187 87,819

80,449 17,831 8,487 86,840

1.1% -6.5% -19.2% -1.1%

The differential growth in youth and adult hunters is summarized in Table 2. Overall, youth hunters increased by more than 3,700, or one-half, while the number of adults declined slightly. As a result, the ratio of youth to adult hunters in Nebraska (restricted to deer and turkey hunters) has risen from 8.6% in 2008 to 13.6% in 2010.
Table 2. Youth and adult hunters, 2008 through 2010
% change: 2008/09 to 2010 50.9% -1.1% 14.4%

Permit Type Youth Hunters Adult Hunters TOTAL Youth to Adult Hunter Ratio

2008 7,561 87,774 144,709 8.6%

2009 8,042 87,819 152,016 9.2%

2010 11,775 86,840 169,659 13.6%

To examine the increase in youth hunting in relation to the marketing campaign, we examined the daily permit sales of youth deer and turkey permits in 2008, 2009 and 2010. The graph in Figure 1 shows the rise in permit sales that coincide with both the spring and fall hunting seasons. In each case, the numbers of permits sold in 2010 generally exceed sales in 2008 and 2009.

Figure 1. Daily sales of youth permits in 2008, 2009 and 2010

1,400

1,200

1,000
Number of youth permits

800
2008 2009 2010

600

400

200

0
1Ja 15 n -J a 29 n -J a 12 n -F e 26 b -F e 12 b -M 26 ar -M ar 9Ap 23 r -A p 7- r M 21 ay -M ay 4Ju 18 n -J un 2Ju 16 l -J u 30 l -J 13 ul -A 27 ug -A 10 ug -S e 24 p -S ep 8O 22 ct -O c 5- t N 19 ov -N o 3- v D ec 17 -D 31 ec -D ec

*Includes youth deer, spring turkey, and fall turkey permits (fall turkey permits were sold only in 2010).

In Table 3, we examine the sales of apprentice hunter permits in 2009 and 2010. Apprentice permits provide young hunters with a one-time exemption from hunter education requirements. The analysis shows that the number of hunters aged 12 to 15 who obtained an apprentice permit in 2010 increased by more than 50% from 2009. Among apprentice hunters aged 16 and older, the number of permits sold declined slightly. Please note that the price of apprentice hunter permits did not change in 2010, unlike the regular youth hunting licenses where prices were decreased significantly. Much of the increase in demand for apprentice permits could be associated with the increased demand for youth licenses, which are sold to youth 15 and under. It is possible increased demand among kids who already have hunter education certification encouraged them to take friends hunting who needed apprentice permits. The degree to which this increased demand for apprentice licenses is not known. The advertising campaign is expected to also have had an unknown impact on apprentice permit demand. Figure 2 shows the rise in apprentice hunter permit sales that coincide with the 2009 and 2010 fall hunting seasons. In this case, the number of permits sold in 2010 generally exceeds sales in 2009, especially among younger hunters.

Table 3. Apprentice Hunter Permit Sales

Age 12 to 15 16 to 17 18 and older TOTAL 2009 601 161 1,287 2,049 2010 908 146 1,142 2,196 % change 2009 to 2010 51.1% -9.3% -11.3% 7.2%

NOTE: 634 hunters purchased an apprentice permit in two different years, 2008-2010 NOTE: 293 hunters purchased an apprentice permit in two different years, 2009-2010

Figure 2. 2009 2010 Daily Fall Sales of Apprentice Hunter Permits

140

120

100
2009

Daily Sales

80

2010

60

40

20

0
2 9 /2 /9 /2 1 /2 5 /1 8 9/ 9/ /1 4 /2 8 /1 1 9/ 9/ 9/ 10 11 12 12 /1 6 /2 3 12 11 11 10 10 10 11 12 12 /3 0 /7 16 23 30 /4

A closer look at daily permit sales against the backdrop of the marketing campaign advertising dates is presented in the next three figures. Each major upward spike in youth license sales relates to the initiation of an element of the advertising campaign (Figs 3-5). The increased permit sales appear to coincide best with the presence of online advertising. If we assume that online advertising is viewed at a higher rate by youth than adults, then this seems to suggest that at least part of the increase in youth hunting is driven by youth who are asking their parents or other adults to take them

hunting. Advertising exposure in newspapers and magazines likely reinforced the youth hunting message in adults. This is explored further in the results of the online survey.
Figure 3. 2008 2010 daily Fall sales of youth permits* compared to online advertising period in 2010

1,400

1,200
Onlineadvertising

1,000

800

600
2008 2009 2010

400

200

ov 10 -N ov 17 -N ov 24 -N ov 1D ec

ct

ct

ct

ct

ec 15 -D ec 22 -D ec 29 -D ec

15 -S ep 22 -S ep 29 -S ep

1S ep

8S ep

13 -O

20 -O

27 -O

6O

3N

8D

Figure 4. 2008 2010 daily Fall sales of youth* permits compared to newspaper advertising period in 2010

1,400

1,200
Newspaperadvertising

1,000

800

600
2008

400

2009 2010

200

0
ov ov ov ov ct ct ct ct ec 8Se 1Se -S e -S e -S e -O -O 6O -O 10 -N 24 -N 17 -N 3N ec -D ec ec 22 -D 29 1D 13 20 27 8D -D ec p p p p 22 29 p

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Figure 5. 2008 2010 daily Fall sales of youth permits* compared to magazine advertising period in 2010

1,400

1,200
NEBRASKAland

1,000
GreatPlainsFish andGame

800

600
2008

400

15

2009 2010

200

0
ov ov ov ov ct ct ct ct ec 15 -D ec 22 -D ec 29 -D ec 1Se p 8Se p 15 -S ep 22 -S ep 29 -S ep 13 -O 20 -O 27 -O 6O -N 3N -N -N 1D ec 10 17 24 8D

SURVEY FINDINGS: During January and February 2010, a survey was conducted of hunters who had visited the NGPC web pages during the fall hunting season. The survey included questions designed to measure the reach of the fall advertising campaign and its effect on the respondents hunting activity. Among the key findings: Nearly two-thirds of respondents recalled seeing advertisements associated with the fall hunting license campaign (Table 2). Of the hunters who recalled the advertising, more than two-thirds (69.7%) indicated that the advertising influenced them to take a youth hunting (Table 3). Of the hunters who took a youth hunting as a result of the advertising campaign, nearly two-thirds (63.9%) would not have hunted otherwise and an additional 27.7% would have hunted less (Table 4). Of the hunters who took a youth hunting as a result of the advertising campaign, nearly one-half of the youth were first-time hunters (Table 5). 29.4% of hunters who recalled the advertising indicated that they hunted more frequently as a result of the advertising campaign (Table 5). Assuming half of Nebraskas hunters were exposed to the campaign, and then only half as many responded as indicated by the survey, this translates into approximately 40,700 more days of hunting activity in 2010 by existing Nebraska hunters. The additional hunting activity by new youth hunters and existing hunters as a result of the advertising campaign resulted in up to $10.3 million in trip and equipment expenditures in 2010, based on average daily trip and equipment expenditures as reported by the U.S. Fish and Wildlife Service.

Table 2. Do you recall seeing advertisements encouraging you to hunt in 2010?

N Yes No Total 143 86 229 % 62.4% 37.6% 100.0%

Table 3. As a result of the advertising did you:

N Learn of new opportunities and regulations allowing more youth to hunt Become more interested in taking a youth hunting? Take a youth hunting? Learn of new places to shoot? Hunt more frequently? 101 95 83 40 35 % 84.9% 79.8% 69.7% 33.6% 29.4%

Table 4. If you had not accompanied him/her, would this youth have hunted?
N More this season Less this season Would not have hunted at all this season Total 7 23 53 83 % 8.4% 27.7% 63.9% 100.0%

Table 5. Was this the youth's first time hunting?

N Yes No Total 39 44 83 % 47.0% 53.0% 100.0%

Detailed results are in Appendix C.

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Appendix A: Media Advertising Campaign Flowchart

Medium NEWSPAPER OmahaWorldHerald Sunday3col.(5.625")x10"4/C MondayPickUp3col.(5.625")x10"4/C Monday3col.(5.625")x10"4/C LincolnJournalStar SundayPickUp3col.(4.889")x10"4/C Sunday3col.(4.889")x10"4/C Saturday3col.(4.889")x10"4/C KearneyHub Saturday3col.(5.56")x10"4/C Thursday3col.(5.56")x10"4/C NorthPlatteTelegraph Sunday3col.(5.06")x10"4/C Fri/Sat3col.(5.06")x10"4/C MAGAZINE GreatPlainsGame&Fish P4C(6.75"x9.95") Nebraskaland P4C(8.125"x10.875") ONLINE Game&FishAdNetwork* ROS 300x250 160x600 728x90 OutdoorLife.com ROS 300x250 160x600 728x90 FieldAndStream.com ROS 300x250 160x600 728x90 Omaha.com MetroRegion(LocalNews) 300x250 728x90 Sports 300x250 728x90 JournalStar.com Homepage 728x90 ROS 300x250 HuskerExtra.com 300x250 728x90 Yahoo!BehaviorTargeting 300x250 728x90 Facebook.com TextAd September 30 6 13 20 27 2010 October 4 11 18 25 1 November 8 15 22 #of units

1 1 1 1 1 1 1 1 2 1 1 1 2 1

1 1

2xInsertions 2xInsertions 1xInsertions 2xInsertions 1xInsertions 2xInsertions 3xInsertions 3xInsertions 3xInsertions 6xInsertions

1 1 1 1 1 2

1 1 AddedValue

1xInsertions 1xInsertions

1M 3M 3M

3M 5M 5M

1M 3M 3M

5MImpressions 10MImpressions 10MImpressions

6M 4M 8M

13M 8M 17M

6M 4M 8M

25MImpressions 17MImpressions 33MImpressions

17M 10M 22M

33M 21M 44M

17M 10M 22M

67MImpressions 42MImpressions 89MImpressions

100M 50M 125M 35M

200M 100M 250M 74M

100M 50M 125M 35M

400MImpressions 200MImpressions 500MImpressions 144MImpressions

7M 23M 5M 5M 6M 5M 420

13M 45M 10M 9M 13M 10M 1,050Clicks

7M 23M 5M 5M 6M 5M 420

26MImpressions 90MImpressions 19MImpressions 19MImpressions 25MImpressions 20MImpressions 1,890Clicks

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Appendix B: Sample of Print Advertising

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APPENDIX C: Additional Survey Results

Did you hunt in 2010?
N Yes No Total 222 14 236 % 94.1% 5.9% 100.0%

Approximately how many days did you hunt? Mean Median Min Max
24.6 15 2 250

Count 236

Which game did you hunt in 2010?

N Small game (squirrel, rabbit) Upland bird (pheasant, quail) Deer Turkey Waterfowl Other migratory birds Other 47 149 161 100 80 33 20 % 21.7% 68.7% 74.2% 46.1% 36.9% 15.2% 9.2%

Do you recall seeing advertisements encouraging you to hunt in 2010?

N Yes No Total 143 86 229 % 62.4% 37.6% 100.0%

Where did you see these advertisement(s)?

N NGPC website Other website Hunting magazine Other magazines (NEBRASKAland) Newspaper Signs in retail stores Radio Email blasts Facebook Blogs Other 103 26 78 62 46 44 38 25 25 8 12 % 72.0% 18.2% 54.5% 43.4% 32.2% 30.8% 26.6% 17.5% 17.5% 5.6% 8.4%

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How many more days did you hunt this past season that you can attribute to the advertising? Mean Median Min Max Count
8.0 7 0 30 236

Would you have hunted at least once in 2010 even if you did not see the advertising?
N Yes No Not sure Total 31 0 4 35 % 88.6% 0.0% 11.4% 100.0%

What was your overall impression of the advertising?

N Very positive Positive Neither positive nor negative Negative Very negative Total 30 84 24 0 0 138 % 21.7% 60.9% 17.4% 0.0% 0.0% 100.0%

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