13%

increase in NPS

#1

highest rated factual program in 2017

500,000

increase in weekly audience

Overview

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.

Fast facts

Industry
Media & entertainment
Category
Customer experience
Use cases
Customer experience
Content testing
Customer engagement
Key benefits
Authentic customer understanding
Agile insight
Delivering the right message to the right audience

Business challenge

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.

Solution

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.

13%

increase in NPS

#1

highest rated factual program in 2017

500,000

increase in weekly audience

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

Learn how to boost audience engagement and reach with customer intelligence