Australian Broadcasting Corporation

How ABC keeps a finger on the pulse of its largest consumer group to increase viewership

13% increase in NPS

#1 highest rated factual program in 2017

500,000 increase in weekly audience

overview

The Australian Broadcasting Corporation, Australia’s largest public broadcaster, uses its insight community to gauge audience interest, fuel its content roadmap and enable multiple divisions across the organisation to make strategic decisions using audience-led insight.

Fast Facts

Industry:

Media & Entertainment

Role:

Customer Experience

Insights professionals

Use case:

Customer experience

Product innovation

Business Outcome:

Improve customer satisfaction

De-risk decisions

Business Challenge

The Australian Broadcasting Corporation (ABC) has experienced slow declines in audience reach over the past five years due to increased competition, media fragmentation and changing audience behaviours. To reverse this decline and achieve their goal of reaching 100 percent of Australians each week, the broadcaster needed to better understand audience behaviours, attitudes, and motivations, driving the vision of being the independent source of conversations, culture, and stories across Australia.

Solution

The ABC's insight community, YourSpace, enables timely and critical connections with members. Asking specific profiling questions captures member media behaviours, along with their interests and hobbies. The community keeps members up to date on new station and product launches, even before ABC staff does. Through the community, the ABC were able to track the 2016 Australian Federal Election to gauge audience interest in election issues during the campaign, a previously inaccessible understanding of the market.

The ABC leverages YourSpace to develop a deep understanding of Australians regarding waste and recycling for the War on Waste program. The insights gathered within YourSpace allowed War on Waste to become the highest rated factual program on the ABC in 2017, reaching more than 4 million viewers, and social media posts being viewed up to 16 million times. The program resulted in the ban of plastic shopping bags and the introduction of bottle refund programs by state governments, as well as an increase in non-standard fruit and vegetable sales in supermarkets – positively impacting national culture with audience-led content.

Deep dives into specialist genres like Arts & Culture and Science have provided key inputs for future programming strategies and funding decisions. Similarly, by polling members about their podcast listening habits, the broadcaster has been able to provide previously inaccessible data on listening habits that had not previously been brought to light.

Since launching YourSpace, the size of the ABC’s research footprint has grown significantly. The number of surveys have increased from 3,000 to over 40,000 per year, and the projected panel size of 10,000 was achieved in just 11 months, with community retention rates of 95%. They have completed their 34,000th survey with panelists—achieving a 37% completion rate across all studies.

13% increase in NPS

#1 highest rated factual program in 2017

500,000 increase in weekly audience

There are very few areas of the ABC now who don’t look to the panel to complement and inform our decision making, from marketing, to content makers, analysts and our strategy team.

-Leisa Bacon, Director, Audiences, ABC

YourSpace has been the key enabler of the ABC’s strategy on being far more audience centric.

-Mark Tapley, Head of Corporate Strategy and Planning, ABC

Learn how other companies are using Vision Critical's customer intelligence platform

Learn how to boost audience engagement and reach with customer intelligence

WATCH A DEMO