The following information relating to the 2022 NFM/TAFF campaign has been compiled from a combination of sources including reports received from the major partners, Angling Trade Association (ATA), Canal & River Trust (CRT), Environment Agency (EA)and Angling Trust (AT).
Site data was taken directly from ATA’s NFM and TAFF web site platforms and covers the period 1st August to 31st August 2022 with refinements made to take account of any invalid entries.
NFM/TAFF 2022 Aims and Targets
The main aim for ATA in respect of NFM/TAFF 2022 was to formulate a new and improved format for the running of both initiatives. In order to do this, ATA members funded two new web site platforms capable of both promotion and the gathering of data to provide an insight the angling recruitment process.
In addition, ATA’s wider goal was to provide an increased level of funding in support of social media promotion of both NFM and TAFF initiatives by ATA and other stakeholders including AT and CRT.
Thanks to the generosity of main sponsors, Korda, Shimano, Daiwa, Angling Direct, Reuben Heaton and Shakespeare, all of the above aims were met in this first year of the “new look” programme. Addition funding also allowed a longer promotion period leading up to NFM month, an improved mailer service throughout the month for NFM/TAFF registrants which saw exceptionally high open rates and a photographic competition throughout the campaign.
Campaign Overview
With the new format, data gathering facility and cooperation from other stakeholders, the effect of NFM/TAFF 2022 was greatly magnified, and some satisfying results were gained. We estimate over SIX THOUSAND individuals from all age groups attended events during the NFM month of August 2022 with several hundred events run by stakeholders during that period. TAFF 2022 ran alongside NFM allowing anglers to take a friend on their licence, reducing the perceived barriers to fishing to their lowest possible form.
It should also be pointed out that many events are run each year by the principal stakeholders Angling Trust and canal & River Trust, via their Get Fishing and Let’s Fish brands respectively and that these efforts will have contributed to the overall success of the NFM/TAFF 2022 campaigns.
NFM/TAFF 2022 Data
For the first time in 2022, both ATA sites were capable of recording data relating to those who registered for TAFF and NFM and the following figures are based on a sample of over three thousand data sets yielding our first insight into who took part.
Across NFM and TAFF sites, some 85% of respondents were male and 15% female however during the campaign we noticed variations in this metric dependant on event type and delivery. For example, looking at NFM registration in isolation, we saw a ratio of 66% male to 21% female whilst TAFF showed an 83% male to 17% female split. In another example, CRT’s let’s Fish events averaged almost 30% female attendance.
The following are statistics for both NFM, and TAFF web sites combined giving a detailed view of the two interventions as a whole.
Gender
76% Male
15% Female
8% Rather not say
1% Other
Combined age ranges for both NFM and TAFF sites
23% 30-39
19% 40-49
16% 50-59
16% 60-69
10% 20-29
7% 70+
6% Up to 16
3% 17-19
Combined age ranges versus gender for both NFM and TAFF sites
In total, we found that approximately 85% of registrants had fished before at some point in their lives, leaving 15% who had never tried fishing before. This statistic will come under more scrutiny in the 2023 campaigns as ATA looks to target the unusually high level of “churn” experienced in angling participation. With a high level of people entering and leaving angling each year we need to determine how long it has been since someone last fished, why they left and what can be done to reduce the inclination to stop during periods of life change.
Similar differences to those found in the male/female divide were noted between NFM and TAFF in terms of age groups engaging. The following shows the age groups in descending amounts.
NFM
24% 40-49; 22% 30-39; 15% 60-69; 14% 50-59; 11% up to 16; 6% 20-29; 6% 70+ and 2% 17-19
TAFF
23% 30-39; 19% 50-59; 17% 60-69; 15% 40-49; 13% 20-29; 8% 70+; 4% 17-19 and 1% up to 16
With increased financial support from ATA, stakeholders were able to boost the social media reach for NFM/TAFF 2022. Over 65% of registrants found out about the campaign via stakeholder and wider social media streams. With increased media support in 2023, this figure and the overall reach of NFM is set to grow rapidly.
With the TAFF campaign running alongside the NFM month, we found that some registrants went on more than one fishing trip with a non-angling friend and often with different friends. This has to be a positive note for the TAFF principle and not surprising as we know the health benefits of a good friendship. The vast majority 99% of licences chosen for a friend were the Trout and Coarse licence giving access to a wide range of angling types species of fish.
The key to a wider success with TAFF is to establish the principle of taking a friend sea fishing where no licence is required. In this case the whole premise is on that of friendship and sharing the myriad of health benefits surrounding a days fishing with a friend or friends.
The 2023 NFM/TAFF campaign will be widened to have more bearing on saltwater angling as ATA continues to put its resource behind the support of angling participation across all forms of angling. As the official trade body of UK angling, ATA members have a direct influence on the development of their industry in the UK, and with new structures and alliances now in place in Brussels, ATA’s model for growth will help to shape angling in the wider European market.
Opportunity
If you are interested in supporting NFM/TAFF 2023 with your brand, there are a wide choice of packages and products in association with both NFM and TAFF that you could benefit from.
With a full sponsors package, you can secure your branding on multiple pages across several web sites and social media streams as well as a range of downloadable assets used by registrants, regular NFM/TAFF mailers and the NFM booklets handed out to thousands of participants.
Contact the ATA office via info@anglingtradesassociation.com for more information about the package including the additional benefits coming on stream from the Get Into Fishing project at the UK Game Fairs series in 2023.