Case Study: ABC achieves deeper audience insight and audience-centric decision making with Vision Critical

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

ABC, the Australian Broadcasting Corporation, was facing declining audience reach as media competition and audience habits changed. To better understand its viewers and stay relevant, ABC needed deeper insight into audience behaviors, attitudes, and motivations, and turned to Vision Critical’s YourSpace Community.

Vision Critical implemented the YourSpace Community to collect richer audience profiles and timely feedback on topics like elections, programming, podcasts, and niche genres. The results were strong: survey volume grew from 3,000 to over 40,000 per year, the projected panel of 10,000 was reached in 11 months, retention hit 95%, and ABC completed its 34,000th survey with a 37% completion rate across studies.

ABC

Leisa Bacon

Director, Audiences