Self Assessment Campaign Tracking report 2022 to 2023
Research to track the 2022 to 2023 Self Assessment advertising campaign to understand and measure its effectiveness.
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Each year HMRC runs a communications campaign to encourage around 12 million Self Assessment customers to file their tax return and pay money due by the 31 January deadline. Advertising running from December to January across multiple channels, such as radio, video-on-demand and social media, acts as a final prompt.
This survey research was designed to understand the effectiveness of the 2022 to 2023 Self Assessment communications campaign. It was conducted with individual and business Self Assessment customers before (November and December 2022; 552 respondents) and after (January 2023; 560 respondents) the advertising campaign. The research highlighted several notable findings which demonstrate the value of HMRC’s advertising campaign:
- recall of tax related advertising was higher after the campaign and recognition of HMRC adverts was strong
- the campaign successfully communicated its key message: that customers should file their Self Assessment tax return by 31 January
- the majority of customers said that it was clear what the HMRC adverts were telling them to do and that the adverts were telling them something worth knowing
- 4 in 10 customers who recalled seeing HMRC adverts reported having taken action because of the them
- customers who recalled seeing HMRC adverts were more likely to say that HMRC was there to help with taxes than those who did not recall these adverts