Nearly three-quarters of all housewives had seen the Food Facts notices in newspapers.
Have Seen Food Facts.
74.3%
Have not seen.
23.0%
Don’t know
2.7%
Sample
5739
Some confirmation of the validity of this verbal report has been given above.
Social Groups
.
A
B
C
D
Have Seen Food Slides
85.6
83.7
76.2
65.0
Have Not Seen
12.5
13.9
21.4
31.7
Don’t know
1.9
2.4
2.4
3.3
Sample
370
1151
2108
2090
There is a marked difference between the proportions in the different social groups which had seen the notices. This tendency confirms and is confirmed by the social group differences noted in the section above on preferences in advertising media. (Section 1) There it was shown that there was a marked preference in lower income groups for information through the wireless rather than in Newspapers.
Age Groups
Under 35
35-50
Over 50
Total
Have Seen Food Slides
77.9(± 2.3)
76.1(± 1.7)
68.2(± 2.3)
74.3
Have Not Seen
20.2
21.6
27.9
23.0
Don’t know
1.9
2.3
3.9
2.7
Sample
1351
2556
1699
There is a small but statistically significant difference between the over 50s
and under 50s
. This has not appeared in any other age breakdown of the questions on advertising.
Regional Groups
.
Scotland
S. Wales
N. Midland
N.W.
N. & N.E.
Midland
London & S.E.
S’th
S.W.
East
Total
Had Seen Food Facts
62.8
72.8
70.6
81.4
81.5
75.2
72.0
74.1
66.4
81.9
74.3
Had not seen.
30.5
26.9
26.8
16.2
17.3
24.0
24.9
21.9
32.2
14.0
23.0
Don’t know
6.7
0.3
2.6
2.4
1.2
0.8
3.1
4.0
1.4
4.1
2.7
Sample
669
346
388
809
884
513
1020
283
441
386
5739
The areas with the largest proportions which had noticed Food Facts were East, N.W., N. & N.E. and Midland. Of these, East, N.W. and Midland had a high proportion preferring Food Advertisements in newspapers. On the other hand, in Scotland and N. Midland where high proportions said that they preferred advertisements in newspapers, low proportions had noticed the “Food Facts” notices. Both these areas had high proportions able to recognise National Wheatmeal Bread.
From the figures given above it cannot be said that any group differences or regional differences are clearly discernible apart from social group differences.
