13%increase in NPS
#1highest rated factual program in 2017
500,000increase in weekly audience
The ABC, Australia’s largest public broadcaster, use 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.
Due to media fragmentation and changing audience behaviours, engagement within the media industry has been on a slow decline for the past five years. In order to achieve their goal of reaching 100 percent of Australians each week, the ABC needed to better understand their audiences attitudes, emotions and intent.
The ABC leverage its YourSpace insight community to develop a deep understanding of the attitudes and behaviours of Australians regarding waste and recycling for the War on Waste program. The insights gathered within YourSpace allowed the 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.
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.
Director, Audiences, ABC