Case Study: ABC achieves higher viewership and audience engagement with Vision Critical

How the ABC increase viewership with audience-led insight

ABC, Australia’s largest public broadcaster, faced declining audience engagement due to media fragmentation and changing viewing behaviors. To better reach Australians each week, ABC needed deeper insight into audience attitudes, emotions, and intent, and turned to Vision Critical’s insight community, YourSpace, for support.

Vision Critical helped ABC use audience-led insight to shape its War on Waste program by understanding public views on waste and recycling. The result was a 13% increase in NPS, a 500,000 weekly audience lift, and the show becoming the ABC’s highest-rated factual program in 2017, reaching over 4 million viewers and driving millions of social media views.

ABC

Leisa Bacon

Director, Audiences