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Humans and Covid19: Changing audience needs through the pandemic

A glimpse of what our speakers are presenting at the 2022 Human Insights Conference!

The Australian Broadcasting Corporation (ABC) is Australia’s largest public broadcaster. The ABC has a weekly reach of 69% of all Australians across our 5 Television Stations, 11 radio networks and digital offerings, and connects with 80% of Australians each month. We aspire to inform, educate and entertain all Australians.

The ABC Audience Data and Insights team (AD&I) are responsible for conducting research and utilising internal and external data to identify audience needs, measure performance and uncover underlying trends that will ensure that we are producing and sharing content that reflects and contributes to Australian society, culture and identity via appropriate channels.

When COVID-19 lockdowns were announced in March 2020, we understood that the media landscape and audience needs and behavioural patterns would change overnight. Our audiences were concerned and uncertain about events and looked to us to provide information that would help them through their situation.

In ABC Audience Data and Insights, we immediately developed a plan to engage our YourSpace community panel to ensure that we were delivering to their requirements.

We explored their attitudes to COVD, their mental health and well-being, our coverage and their changing media habits longitudinally to check for changes in their feelings towards the pandemic, and to help us understand how we were performing.

Through 8 bespoke studies, our tracking studies, audience ratings and secondary research we have sought to understand how the COVID-19 Pandemic has impacted the media landscape, and specifically how it has impacted Australian audiences both over the short and long term.

The ABC is still early on in understanding the new world of media that has been impacted massively by the COVID-19 Pandemic. We would love to share with you what we have learnt so far at the Human Insights Conference in August.

Presenter: Robert Barnfield, Insights Manager – Primary research, Australian Broadcasting Corporation ABC

See program day one: Human Insights Conference

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