What does the German population think about the current vaccination campaign and will it convince the undecided to vaccinate against the corona virus? The answers to these questions were tracked by MediaAnalyzer who surveyed 502 of our German panellists. Spots and campaign posters were tested using a combination of measurement and questioning.
The results reveal that the campaign, on the whole, was well received. However, among those who are still undecided, the willingness to be vaccinated did not increase. Almost a third of those surveyed expressed uncertainty and still plan to wait and see. Hence, the vaccination campaign did not succeed in convincing this group of people.
With an emotion tracking procedure, the emotional reactions on the campaign spots were tested. It revealed the campaign speaks to 59% of vaccination supporters, i.e. the group which doesn’t have to be convinced anymore. Among the undecided ones it only appeals to 24%, and only to 2% of the vaccination opponents. Furthermore, only a third of those who remain undecided say they are well-informed on the topic. However, this feeling of being uninformed does not lead to an increased willingness to look for further information. Only half of this group indicated their intention to look for further information after the survey.
The complete results of the study as well as the recommendations for concluded action (in German) can be found here.