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.
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.