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Agency Virginia Tourism Authority (320)
Measure Name Overall Household Awareness
Measure Last Modified
11-12-2025 04:23 p.m.
Measure Last Published
11-24-2025 09:06 a.m.
Status
Active
Data Source and Calculation
This is a measure of the percentage of households reached across the United States by VTC's flagship marketing campaign. This data is obtained on a cadence of 2-4 times a year from SMARInsights - VTC's research partner measuring ad effectiveness. Household Awareness is a percentage of the total target market that recalls VTC's advertising, as measured through market research. Annual fluctations are a function of the designated paid media budget and of the total number of targeted households in VTC's paid media plan.
Enterprise Priorities and Strategies
Initiative Priority Strategy
Associated Service Areas
Service Area Code Service Area Name
Targets and Baselines
Name Date Result Note
Baseline 46.0
Short Target 2025 12-31-2025 40.0 CY 2025
Long Target 2027 None
Baseline None
Results
Year Q1 Q2 Q3 Q4 Note
2024 57 34 34 35
2025 35 43 51
2026
Measure ID 320.0016
Measure Class Agency Key
Measure Type Output
Year Type Calendar
Preferred Trend Increase
Frequency Quarterly
Statistical Unit %
sp134 Performance Measure - 12-25-2025 01:47:03