Australia's national broadcaster has been successful in increasing audience engagement with in-houses research.
The ABC's International Insights Lead Samantha Hodgson will shares tips for increasing your audience, even when money is tight, in an ABU webinar this Wednesday 3rd February.
Register here.
The ABC is Australia’s largest public broadcaster reaching more than two-thirds of the Australian domestic population each week across five television stations, eleven radio networks and vast digital offerings. However, they are operating in a market where broadcast stagnation, digital disruption and audience fragmentation have become the norm. The entrance of global digital players in the market has pushed the ABC to consider how to revive and sustain audience engagement with relevant content and products.
Although the ABC has a strong and established data culture, audience measurement fails to capture the complete picture of audience behaviours and attitudes.
In order to find new ways to drive audience engagement the Audience Data and Insights team conducts and commissions multiple qualitative and quantitative research studies each year, including brand and content trackers, communication and concept tests, as well as usage and attitude surveys. They even have their own research community – YourSpace – a panel of ABC users who they can call on for research responses.
Join Samantha Hodgson as she shares examples of in-house research studies that have made a real difference to how the ABC delivers to audiences.
The Asia Pacific Broadcasting Union was established in 1964 as a non-profit, non-governmental, non- political, professional association with mandate to assist the development of broadcasting in the region. ABU promotes the collective interests of television and radio broadcasters as well as key industry players and facilitate regional and international media co-operation.
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