abc appreciation survey - summary report

Level 5Newspoll House407 Elizabeth Street

ABC Appreciation Survey -Summary ReportJune 2012

Surry Hills NSW 2010Tel(02) 9921 [email protected]___________________________Level 3126 Wellington ParadeEast Melbourne VIC 3002

Job No: 120507 /0602 Prepared for

Lisa WalshAUSTRALIAN BROADCASTING CORPORATION700 Harris StreetULTIMO NSW 2007

East Melbourne VIC 3002Tel(03) 9416 [email protected]___________________________27 Torrens StreetBraddon ACT 2612Tel(02) 6249 [email protected]

Table of contentsTable of contents1. Executive Summary 3

2. Background and objectives 7

3. Methodology 8

4. Research findings 104.1 Overall value of the ABC 114.2 Television 144 3 Radio 234.3 Radio 234.4 Online 314.5 Coverage of country news and information 384.6 Other specific charter obligations 404.7 News and current affairs - being balanced and even handed 43

5. Questionnaire 45

2

1. Executive summaryBackground

The objective of the Appreciation Survey is to provide an overview of community attitudes and opinions about the ABC - as distinctfrom the detailed behavioural information provided by television, radio and online ratings.

1. Executive summary

The most recent wave was fielded nationally by telephone in May / June 2012, among 1,908 people aged 14 years and over.

OverviewAs found in all previous waves of the survey, a large majority of Australians (86 percent) believe the ABC performs a valuable role,and a large majority believe it provides quality content, and that it is doing a good job satisfying its charter obligations.

Overall the 2012 survey finds little change in community opinion compared with last year – either in relation to the ABC overall, or itsindividual output areas. Collectively however, the last four surveys between 2009 and 2012 reveal a pattern of small, gradual loss inpositive sentiment, which, in the main, is matched by a commensurate increase in neutral rather than negative opinion. Again, thisapplies to perceptions about the ABC overall, as well as ABC TV and ABC Radio individually.

At one level or another, these gradual changes in attitude appear to be connected with changes in behaviour, and the extent to whichpeople use ABC TV and ABC Radio. In particular, this pattern is common for both ABC TV and ABC Radio among people aged 50years and over. Both peoples’ claimed usage of ABC services (as collected by the Appreciation survey), and evidence from industrycurrency ratings information, suggest some decrease in this group’s behavioural connection with, or share of connection with, ABC TV

d ABC R di I th f ABC TV thi i d bt l t d t i d it ti b t th t t f i land ABC Radio. In the case of ABC TV, this is no doubt related to improved community perceptions about the content of commercialTV in recent years.

Overall value of the ABCEighty six percent of Australians believe the ABC provides a valuable service to the community, and close to half believe it provides avery valuable service.

Overall community sentiment remains unchanged compared with last year. Looking over a longer time frame however, there has beeny g p y g g ,a gradual, small decrease in positive sentiment over the past few waves, with current levels being down a few percentage pointscompared with 2009. This is evident among men, and people aged 25 to 34 and 50+.

3

TelevisionMost Australians (78 percent) remain of the view that ABC TV provides quality programming, and two-thirds feel it does a 'goodjob' in terms of the number of shows it provides they personally like to watchjob in terms of the number of shows it provides they personally like to watch.

For commercial TV, after several years of continued improvement in the level of positive sentiment about the quality and quantityof appealing content it provides, the 2012 survey finds it has decreased slightly compared with last year – though it remains wellabove what it was at its lowest point in 2007 / 2008.

Whilst the level of positive sentiment concerning ABC TV has not changed significantly since last year, and certainly remainshigher than that for commercial TV, it has, nonetheless, decreased by around 4 to 5 percentage points since 2009. This isprimarily because of a drop in positive sentiment among people aged 50+. This, in turn, is connected with a change in viewingbehaviour, with some people in this age group allocating a higher proportion of their viewing time to commercial TV over the pasttwo years.y

Consequently developments in the quality and choice of programming available on commercial TV in recent years have changedthe landscape within which ABC TV operates, and this also appears to have changed some people’s (relative) view about ABCTV.

R diRadioAround 60 percent of Australian adults believe the ABC provides good quality radio programming (only 8 percent feel it is poor),and 53 percent believe ABC Radio does a 'good job' in terms of the amount of programming it provides that they personally 'like tolisten to' (only 15 percent feel ABC Radio does a poor job).

Whil t ttit d i i l di h b it i t t i t ll ti l th l t t hWhilst attitudes concerning commercial radio have been quite consistent in recent waves, collectively the last two surveys haveseen some decrease in the level of positive sentiment for ABC Radio – with a commensurate gain in neutral (rather then negative)sentiment. Demographically, this pattern is most evident among men, people aged 25 to 34, and as found for ABC TV, peopleaged 50+.

1 In the context of 'the number of shows you personally like to watch', this finding is perhaps surprising given audience ratings. However there are a couple of issues to consider:

– Firstly, we believe respondents answer this question relative to their expectations, and the role they have for ABC Television and commercial television in their lives. For example,

4

a person may mainly use the ABC for news or current affairs, and believe it delivers. In their mind, the ABC provides quality content, and does a good job at providing the numberof shows they like to watch. The same person may turn to commercial television for light entertainment - and in fact they spend more time watching light entertainment thananything else. But they may complain 'there’s nothing worth watching', and so, the commercial networks fall short of their expectations.

– Secondly, the data show that heavier users of ABC Television are very critical of commercial TV, while other people are more even-handed in their appraisal of ABC vs.commercial television.

At least in part, this change in attitude appears connected with a change in listening behaviour. For example, the 2011 and 2012Appreciation surveys have seen (based on peoples’ claimed listening behaviour), an increase in the absolute number of peoplecategorised as ’non’ listeners of ABC Radio, and a reduction in those categorised as ‘heavy’ listeners – and this has been mostevident among people aged 50+1. Over the period 2009 to 2012, industry currency ratings data also show evidence of some reductionin time spent listening to ABC Radio among people aged 40+ and specifically those age 65 years and overin time spent listening to ABC Radio among people aged 40+, and specifically those age 65 years and over.

OnlineOne-in-three Australians (34 percent) claim to ever use the ABC website, even if only occasionally, and 15 percent say they use it atleast once a week. Users of the site are largely sourced from people who also use either ABC TV or ABC Radio.

As found in previous waves, about 90 percent of the site’s users:- believe the quality of its content is either very good or quite good; and,- based on the things they use it for, feel the site does a 'good job' in the amount of content it provides.

There has been no significant change compared with last year in relation to claimed usage of, or attitudes to the ABC website.e e as bee o s g ca c a ge co pa ed as yea e a o o c a ed usage o , o a udes o e C ebs e

Coverage of country news and informationCommunity perceptions about coverage of country news and information remain far more favourable for the ABC than for commercial media - both among people in capital cities and people in country / regional areas. g p p p p p y g

Around 80 percent of Australians believe the ABC does a 'good job' covering country / regional issues compared with 46 percent for commercial media – though the level of positive sentiment about the ABC is down slightly on last year among those who live in capital cities.

Last year’s wave saw a quite marked improvement in perceptions about commercial media over the previous 12 months, mainly among those who live in country and regional areas. However the current wave finds opinion dropping back to 2010 levels.

5

1. See Section 3, Methodology, for a description of how the heavy, light and non listening segments are derived. ‘Non’ listeners can include people who never listen to ABC Radio, orlisten to it relatively infrequently.

Other specific charter obligationsOther specific charter obligationsThe majority of Australians remain of the view that the ABC is doing 'a good job' in meeting its various other charter obligations,and compared with last year, there is little change. However looking across the past three or four waves, the level of positivesentiment has decreased to some degree on most dimensions, matched by an increase in neutral (rather than negative) opinion.This reflects the pattern concerning attitudes to ABC TV and ABC Radio, which in turn appear to be the result of reduced usage,or share of usage of ABC servicesor share of usage of ABC services.

6

2 Background and objectives2. Background and objectivesThis report presents findings from the 2012 ABC Appreciation Survey, which follows similar studies conducted in 1998, 1999, andannually from 2002 to 2011. The objective of the research is to provide an overview of community attitudes about the ABC - as distinctfrom the detailed behavioural information provided by television radio and online ratingsfrom the detailed behavioural information provided by television, radio and online ratings.

Specifically, the research explored community attitudes and perceptions about:– the overall value of the ABC and its services to the Australian community;

– the quality of programming on ABC Television and Radio;y g g

– the extent to which ABC Television and Radio offer programming people like to watch, or listen to;

– usage of, and attitudes towards the ABC website;

– the ABC’s coverage of country news and information;

– the extent to which the ABC fulfils various other charter obligations;

– the even-handedness of ABC news and current affairs reporting.

As a point of comparison, and to assist interpretation of results, attitudes and perceptions were also measured in relation tocommercial media on a number of dimensionscommercial media on a number of dimensions.

TV viewing and radio listening were also collected for cross-analysis purposes.

7

3 Methodology3. MethodologyThe research was conducted nationally, by telephone, among 1,908 respondents aged 14 years and over. Fieldwork was conductedbetween 25 May and 3 June 2012, by fully trained and personally briefed interviewers.

Respondents were selected by a stratified random sample process which included:- a quota being set for each capital city and non-capital city area, and within each of these areas, a quota being set for groups of

statistical divisions or subdivisions;- random selection of household telephone numbers- random selection of an individual in each household by a 'last birthday' screening question.

To ensure the sample included those people who tend to spend more time away from home, a system of call backs and appointmentswas incorporated. Results were post-weighted to ABS data on age, highest level of schooling completed, sex and area.

Heavy, Light and Non-users of the ABCIn order to explore attitudes according to people’s usage of ABC services, the sample was segmented into heavy, light and non ABCusers. The segments were based on respondent’s own assessment of how much time they spend watching ABC Television, orlistening to ABC Radio. Although in absolute terms these self-assessments may not be particularly accurate, they are adequate forthe purposes of a broad segmentation. The following definitions were used:the purposes of a broad segmentation. The following definitions were used:

Amount of time spent ABC TV Viewing Segments ABC Radio Listening Segments Viewing / Listening % of all respondents % of all respondents

Heavy 6 or more hours per week 30 21

Light Less than 6 hours per week 42 26

Non 0 hours per week 28 53

8

3 Methodology (cont’d)3. Methodology (cont d)Combined ABC Television / Radio segments were also defined as follows:

%

Heavy either heavy viewer of ABC Television or heavy listener of ABC Radio 40

In relation to segment profiles, heavy ABC users (regardless of the medium) show a bias towards older people, particularly those

Heavy either heavy viewer of ABC Television or heavy listener of ABC Radio 40

Light watch ABC Television or listen to ABC Radio, but not heavy user of either 40

Non viewers / listeners1 non ABC viewer and non ABC listener 20

In relation to segment profiles, heavy ABC users (regardless of the medium) show a bias towards older people, particularly thoseaged 50 years and over.

Further details about the definition of the segments can be found in the 2012 computer table report provided under separate cover.

Statistical significance testingg gThroughout the report, where relevant, statistically significant changes have been noted. All significance tests have been based on the95 percent level of confidence. This means that if a change is noted as being statistically significant, there is a 95 percent probabilitythat a real change has occurred, and is not simply due to chance variation between waves.

1 Although the non user segment includes those who never use ABC TV / Radio it would also include some people who do use them but comparatively infrequently

9

1 Although the non user segment includes those who never use ABC TV / Radio, it would also include some people who do use them, but comparatively infrequently.

4. Research findings

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4. Research findings4. Research findings4.1 Overall value of the ABC

Reflecting all previous waves of the survey, a large majority (86 percent) of Australians believe the ABC provides a 'valuable' serviceto the community, and close to half regard it as being a very valuable service (Figure 1).1 There has been no statistically significantto the community, and close to half regard it as being a very valuable service (Figure 1). There has been no statistically significantchange in overall community sentiment since last year, though current levels are down a few percentage points on 2009 levels.

A generally positive view about the value of the ABC continues to be shared by men and women, all age groups and both capital cityand country / regional residents. Also consistent with previous surveys, belief in the value of the ABC is correlated with usage of ABCservices. For example:p• among heavy ABC Television / Radio users, 96 percent believe the ABC and its services are 'valuable', (including 62 percent

who think it is 'very valuable');• while 59 percent of non-users2 believe it is 'valuable' (including 17 percent 'very valuable').

Related to this, a belief that the ABC is very valuable tends to increase across age groups (Figure 2).

The small overall decrease in positive sentiment compared with 2009 is most evident among males, and people aged 25 to 34 and50+. In particular the proportion of those aged 50+ who regard the ABC and its services to be very valuable has decreased, evencompared with last year.

As will be seen in later sections of the report, there has also been some decrease in overall positive sentiment in relation to both ABCTV and ABC Radio. No doubt these changes underpin the subtle shifts in attitudes concerning the overall value of the ABC and itsservices.

11

1 In 2002-2012, the survey was conducted in June, but the 1998 and 1999 surveys were conducted in December. Moreover in 2002-2012, the 'value' question included reference to the ABC website but not in1998 and 1999. It is unknown if these differences in timing or question wording had any impact on results.

2 Includes those who never use ABC TV / Radio, or those who use them relatively infrequently

Overall value of the ABC*

%

Thinking now about the ABC overall, including ABC Television, Radio and the ABC website. Overall, how would you rate the value of the ABC and its services to the Australian community? Would you say it is ...?

VALUABLETotal valuable

50 50 50

90 89 88 89 88 87 86

49 50

8691 89 8988 90

60

80

100VALUABLE

Very l bl50 50 47 50 47 47 4541

49 50 4844 47

20

40

60 valuable

2 2 2 2 3 3

7 7 5 5 5 7 5 7 6 8 7 8 8

3 1 1 12 1 1

20

0

T t l t

Not at all valuable

80

60

40

NOT VALUABLE

Total not valuable

100

80

1998 1999 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

NEITHER / DON’T KNOW 4 7 5 6 6 4 5 4 6 4 5 5 6

* Mention of ABC website was not included in the question fielded in 1998 and 1999

12

VERY VALUABLE QUITE VALUABLE NOT AT ALL VALUABLE NOT VERY VALUABLE

FIGURE 1BASE: AGED 14+ NATIONALLY (n=1290, 1900, 1900, 1900, 1900, 1900, 1900, 1903, 1902, 1900, 1905, 1904, 1908)

in the question fielded in 1998 and 1999.

Statistically significant change:Noted prior to 2012 waveNoted with 2012 wave

Overall value of the ABCThinking now about the ABC overall, including ABC Television, Radio and the ABC website. Overall, how would you rate the

value of the ABC and its services to the Australian community? Would you say it is ...?

86 8486898991 8792908389868486848292888589 87 86 89 87 88 87 87 87 87 8988 89

80100

% AGEVALUABLE

SEX

3

494248515459

4151 48 55 57 5047 50 45

28 25 31 33 40 3950 47 45 48 48 50 45 45 4428 33

8483848482

32 4 412 3 2 4 3 3 3 1 5 1 3 22 3 2 3 2 3 2 1 2 4 2 1 3 9 99756 845968109816899106781097878 78 8

40200

20406080

*

120100806040

09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12TOTAL MALE FEMALE 14 17 18 24 25 34 35 49 50

4 5 5 6

NOT VALUABLE

3 5 4 5 5 5 6 7 3 2 3 1 2 8 4 6 3 6 5 8 3 5 5 65 3 5 6

NEITHER / DK

63 621

62 60 57

8989898996978589 87 86 87 87 91 89 86 86 96 9588 87

61 60 596080

100

%

TOTAL MALE FEMALE 14-17 18-24 25-34 35-49 50+

VALUABLEABC TV /RADIOAREA

-3 7

17

47 49 43 41 39 41 4150 47 45 45 48 51 49 45 47

172122

60 59

2 3 3 3 2 1 1 2 2 1 22 3 3 3 2 3 111 119

1987993233887887878 78 823 24 20

6040200

204060

NOT VALUABLE

*

1201008060

09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12

TOTAL 5 CAP CITY CNTRY / REG'NAL HEAVY LIGHT NON

NOT VALUABLE

4 5 5 6 5 6 4 6 2 4 6 6 1 2 1 1 3 2 4 4

NEITHER / DK

16 23 16 21

* LESS THAN 0.5 PERCENT

13

FIGURE 2BASE: AGED 14+ NATIONALLY: TOTAL (n=1900, 1905, 1904, 1908); SEX: MALE (n=950, 952, 952, 953), FEMALE (n=950, 953, 952, 955); AGE: 14-17 (n=150, 154, 150, 150),

18-24 (n=167, 187, 156, 165), 25-34 (n=209, 228, 258, 201), 35-49 (n=461, 491, 528, 613), 50+ (n=913, 845, 812, 779); AREA: 5 CAP CITY (n=1088, 1088, 1089, 1093), COUNTRY/ REGIONAL (n=812, 817, 815, 815): ABC TV/ RADIO: HEAVY (n=1075, 1036, 894, 834), LIGHT (n=627, 635, 698, 737), NON (n=198, 234, 312, 337)

VERY VALUABLE QUITE VALUABLE NOT AT ALL VALUABLE NOT VERY VALUABLE Statistically significant change:Noted prior to 2012 waveNoted with 2012 wave

4 2 Television4.2 Television

4.2.1 Quality of programmingA large majority of Australians (78 percent) believe the quality of programming on ABC Television is 'very' or 'quite good'. While thereis no change in overall community sentiment concerning ABC TV compared with last year the level of positive sentiment is down ais no change in overall community sentiment concerning ABC TV compared with last year, the level of positive sentiment is down afew percentage points compared with its peak in 2009. This is not, however, reflected in a commensurate increase in negativesentiment, but rather an increase in those who do not have a view about ABC TV.

Sentiment about the quality of commercial TV showed a marked positive trend between 2008 and 2011 - first kicked-off in 2009 withthe introduction of number of high rating Australian TV programs such as Underbelly, Packed to the Rafters, MasterChef, andthe introduction of number of high rating Australian TV programs such as Underbelly, Packed to the Rafters, MasterChef, andextending further with the introduction of the free to air digital channels. However the current survey finds no further improvement, andcurrently 49 percent of adults describe the quality of commercial TV as 'good', and 45 percent describe it as 'poor'.

Consequently overall, there continues to be a far stronger association of 'quality' content with ABC TV rather than commercial TV.

Analysis among demographic segments shows:– The decrease in positive sentiment about ABC TV (and increase in neutral opinion) between 2009 and 2012 is mainly driven by

people aged 50+.

– For commercial TV, the trend in positive sentiment over the past few years has been mostly based in people aged 25 years andover.

14

Television - Quality of programming

%

Based on your own experience, or what you may have seen or heard, overall do you think the quality of programming on... (TYPE) is good or poor?

ABC TV COMMERCIAL TV

75 75 78 80 81 8279 8277 81 7980 78

60

80

100

GOOD

ABC TV COMMERCIAL TVTotal good

5 6 7 6 6 6 6 9 8 920 18 20 23 24 24 2523 2726

20 2227

5 5

49514442

37373938404141 40 43

20

40

60Very good

5 6 7 6 6 6 6 8

9 10 10 9 9

4 5 5

16141718222119212118

32 3 2 2 22 21 2 22 1

19 24 189 1012 11 9 7 9820

0Very poor

53 54 50 51 53 56 54 57 5852 49

42 4560

40

POOR

Total poor

100

80

1998 1999 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 1998 1999 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

NEITHER / DON’T KNOW 13 14 13 13 14 9 12 10 9 8 9 12 13 7 6 7 8 7 6 7 7 5 6 7 7 6

15

VERY GOOD QUITE GOOD VERY POOR QUITE POOR

FIGURE 3BASE: AGED 14+ NATIONALLY: TOTAL (n=1290, 1900, 1900, 1900, 1900, 1900, 1900, 1903, 1902, 1900, 1905, 1904, 1908)


ABC Television - Quality of programmingBased on your own experience, or what you may have seen or heard, overall do you think the quality of programming on ABC

8281 7982788280827782787982 77 83 85 76 75 78 75 80 79 86 83 84 8285 81 78 7282 83

6080

100

%

Television is good or poor?

GOOD

AGESEX

2

2520313228292223272725 262821162626222126 28263031232529 29 23 29 2327

12233212 124203121222 212242 1 3 3 299 1010 10 10 9 11 9 11 7 8 9 12 11 10 14 14 9 10 11 8 5 9 9 68 7 11 11 118

6040200

204060

POOR

*

1201008060

09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12TOTAL MALE FEMALE 14-17 18-24 25-34 35-49 50+

POOR

8 9 12 13 8 9 12 14 8 9 11 13 8 9 5 5 11 11 13 15 7 9 13 9 7 9 11 178 7 12 12

NEITHER / DK

3333302627282727 27273638

2626

53 5558548181

9391787983837980787982 78

91 91 84 83 84 83

406080

100

%

GOOD

ABC TV VIEWINGAREA

14 14 15123333302627232825272725 27272321242626

53 4 312222312 13231113122221 12111599 1010 10 10 10 9 9 9 9 9 6 5 6 5 12 10 10 9

806040200

2040

POORNEITHER / DK

12010080

09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12

VERY GOOD QUITE GOOD VERY POOR QUITE POORTOTAL 5 CAP CITY CNTRY / REG'NAL HEAVY LIGHT NON

8 9 12 13 9 9 11 14 6 8 12 13 2 2 3 4 4 7 6 8 31 26 31 32

NEITHER / DK

16

FIGURE 4 Statistically significant change:Noted prior to 2012 waveNoted with 2012 wave

BASE: AGED 14+ NATIONALLY: TOTAL (n=1900, 1905, 1904, 1908); SEX: MALE (n=950, 952, 952, 953), FEMALE (n=950, 953, 952, 955); AGE: 14-17 (n=150, 154, 150, 150), 18-24 (n=167, 187, 156, 165), 25-34 (n=209, 228, 258, 201), 35-49 (n=461, 491, 528, 613), 50+ (n=913, 845, 812, 779); AREA: 5 CAP CITY (n=1088, 1088, 1089, 1093),

COUNTRY/ REGIONAL (n=812, 817, 815, 815): ABC TV VIEWING: HEAVY (n=894, 836, 681, 620), LIGHT (n=735, 736, 784, 811), NON (n=271, 333, 439, 477)

Commercial Television - Quality of programmingBased on your own experience, or what you may have seen or heard, overall do you think the quality of programming on

8379 79 73 65 68 66 68 66 6280

100

%

commercial television is good or poor?

GOOD

AGESEX

53391012101091077898619151681011969 8714 13 12 8 4

3335255050

3844 525445464843495142 4665 66

5766 62

42 3752

28

9 1526 23 26

313131516181618 9559341

1820181417 1317208910

2545444542 4849 43 49 40 41

19 16 17 24 33 27 24 29 37 29 33 4440200

204060

595667

45444542 4852 49 56 50 43 49 48 40 41 3753 56

4463

1201008060


POOR NEITHER / DK

6 7 7 6 6 7 8 6 6 7 6 6 2 1 4 3 2 5 11 4 6 6 5 5 8 9 9 85 7 4 5

61 6464604244

31304953

44415043495142 4937 34

47 48 55 50406080

100

%

GOOD

ABC TV VIEWINGAREA

13 16139541089888986 87117569693130 34

8 1111132317151614171618 15111515242122181618141729 3028364542 5352 49 52 49 42 46 49 41 44

64 63 55 6047 45 40 44

806040200

2040

POOR

12010080

09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12


POOR

6 7 7 6 6 8 7 5 6 7 7 7 7 6 8 6 6 7 6 6 4 10 8 6

NEITHER / DK

17

FIGURE 5Statistically significant change:Noted prior to 2012 waveNoted with 2012 wave



4 2 Television (cont’d)4.2 Television (cont d)4.2.2 The number of shows people like to watch

In terms of the number of shows it provides that they personally like to watch, two-thirds of Australians believe ABC Television does a'good job', compared with 51 percent for commercial TV1 (Figure 6).

Following several years of continued improvement in the level of positive sentiment about commercial TV, the 2012 survey finds it hasdecreased slightly compared with last year – though it remains well above what it was at its lowest point in 2007. The change this yearis mainly due to a decrease in positive sentiment among males and people living in country/ regional areas.

For ABC TV, similar to perceptions about quality, public sentiment has not changed significantly compared with last year, but the, p p q y, p g g y p y ,number who have a positive view about it has deceased a little since 2009, from 70 percent to 65 percent, with a commensurateincrease in the number who have a neutral (as opposed to a negative) view.

This shift in sentiment from positive to neutral for ABC TV is partly connected with peoples’ viewing behaviour:

The last two waves of the Appreciation survey have found based on peoples’ claimed viewing that fewer can be categorised– The last two waves of the Appreciation survey have found, based on peoples claimed viewing, that fewer can be categorisedas ‘heavy’ viewers of ABC TV, and more can be categorised as ’non’ viewers2 – and this has been most evident among peopleaged 50+.

– Industry currency ratings data reveal a decrease in the reach of ABC TV among adults (though this is concentrated amongpeople under 50). Ratings data also show a decrease in ABC TV’s share of viewing (most particularly that of ABC 1) over thepast two years, and in this case it is most pronounced among people aged 50+3. . . .

1 This finding is perhaps surprising given audience ratings for ABC TV vs commercial TV. However there are a couple of issues to consider:− Firstly, we believe respondents answer this question relative to their expectations, and the role they have for ABC Television and commercial television in their lives.

For example, a person may mainly use the ABC for news or current affairs, and believe it delivers. In their mind, the ABC provides quality content, and does a good job at providing the number ofshows they like to watch. The same person may turn to commercial television for light entertainment - and in fact they spend more time watching light entertainment than anything else. But they maycomplain 'there’s nothing worth watching', and so, the commercial networks fall short of their expectations.

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− Secondly, the data show that heavier users of ABC Television are very critical of commercial TV, while other people are more even-handed in their appraisal of ABC vs commercial television.

2. See Section 3, Methodology, for a description of how the heavy, light and non viewing segments are derived. ‘Non’ viewers can include people who never watch ABC TV, or watch it relatively infrequently.

3. OZTAM. Five capital city share of audience 6pm-midnight during weeks 1-23 in 2009, 2010, 2011 and 2012.

C tl d l t i th lit d h i f i il bl i l TV i 2007 h l d lConsequently developments in the quality and choice of programming available on commercial TV since 2007 have led more peopleto have a positive view about it (and to spend a greater share of their viewing time with it). The landscape within which ABC TVoperates has changed, and this also appears to have changed some people’s (relative) view about ABC TV. This is most evidentamong people aged 50+. Among this group, Appreciation survey results in 2011 / 2012 vs. 2009 / 2010 show a decrease in the levelof positive sentiment about ABC TV, compensated not only by an increase in neutral sentiment but also some increase in the level ofnegative sentimentnegative sentiment.

Importantly though, notwithstanding these changes, community attitudes remain far more favourable for ABC TV than commercial TV,- particularly among people aged 50+.

19

Television - Number of shows you like to watch

%

And overall would you say ... (TYPE) does a good job, or a poor job, in terms of the number of shows it provides that you personally like to watch?

ABC TV COMMERCIAL TV

7071 707072716970 69 676874

6560

80

100ABC TV COMMERCIAL TV

GOOD JOB Total good

15151715121212

2421 222524191918 21 22 2423 21

515551484442

4747464748 46 51

20

40

60

Very good

151515101210129129 8 10

17151818232319202117

53 54345 64 6 65 5

17 201616 19

15161717212018 22 21

1622

20

0

Very poor

444144485254474948

464847 43

60

40

POOR JOB

Total poor

100

80

1998 1999 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 1998 1999 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012


20

VERY GOOD JOB QUITE GOOD JOB VERY POOR JOB QUITE POOR JOB



ABC Television - Number of shows you like to watchAnd overall would you say ABC Television does a good job, or a poor job, in terms of the

77 70728168636968

5865656867726569656770 66 62 6151 50

61 57 5364 70 73 71

6080

100

%

number of shows it provides that you personally like to watch?

GOOD JOB

AGESEX

4

2922 23 28 30 262227222523282321212424 15168121516212022 17 20 15 24 22 25

58 51 50 4857 53

4 5 4 4566665655 871015710964566 10 8 5 4 3 314 17181217282221 2021 22 23 22 22 23 23 20 21 29 35 33 33 37 40

2439 32 31

20 17 1525

6040200

204060

POOR JOB

1201008060


POOR JOB

9 10 12 13 8 9 12 12 9 10 12 14 6 7 5 5 11 10 15 14 9 11 16 10 7 10 10 1310 10 14 15

NEITHER / DK

3537 3541 302729

70688990

686869716667656770 6489 89

66 67 73 71

406080

100

%

GOOD JOB

ABC TV VIEWINGAREA

7 687

3537252324252521212424 21211716

35192322 25 302729

17 12121515665655 345622156666

45 3637362221 2221 22 21 22 22 23 23 19 21

8 9 9 929 26 21 22

806040200

2040

POOR JOBNEITHER / DK

12010080

09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12


9 10 12 13 10 11 12 14 7 8 13 11 2 2 1 2 5 7 6 6 35 30 36 34


NEITHER / DK

21




Commercial TV - Number of shows you like to watchAnd overall would you say commercial television does a good job, or a poor job, in terms of the

number of shows it provides that you personally like to watch?

4956 54474762685964657263

7482

48 55 51 54 51 55 55 5680 81

516080

100

%

GOOD JOB

AGESEX

9 7961119 14131425192417 13 12

34 29 25 3121

3115 15 15 14 13 16 19 16 18

35 34 39 3940344956 5447474648 55 51 48 54 51 55 55 5651 45

27 2422251514 17191713111418 15 19 20 173 4 6 7 6 5 1118 17 20 16 17 15 14

4

54 54544741 424849

30283734272636

25181719383941

494247524448 4541 446040200

204060

54 54546047484949475248

1201008060

09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12

POOR JOB


NEITHER / DK

4 5 5 6 4 5 4 5 4 4 5 6 1 1 0 1 2 1 8 3 3 3 4 8 6 7 6 74 5 3 5

68 64706652565753

415248 55 51 50 54 48 53 55 4951 4760

80100

%

GOOD JOB

ABC TV VIEWINGAREA

25 23242117 15 16 9 8 17 20 14 1515 15 15 17 15 14 17 15 13 10 9

374148 4935 38

47

811 8 1318 15 19 17 16 25 22 2413 16 15 1518 17 18 15 19 17 17 24 26 31253142403944

58545860444143434145494448 4741 4460

40200

2040

585860

12010080

09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12


POOR JOB


NEITHER / DK

4 5 5 6 4 5 5 5 5 4 3 7 5 4 5 6 3 4 4 6 3 6 5 6

22

FIGURE 8

VERY GOOD JOB QUITE GOOD JOB VERY POOR JOB QUITE POOR JOBStatistically significant change:Noted prior to 2012 waveNoted with 2012 wave



4.3 Radio4.3.1 Quality of programming

There continues to be a greater similarity in Australians’ overall perceptions about the quality of ABC vs commercial radio than in theirperceptions about the quality of ABC vs commercial television. Sixty one percent describe the quality of ABC Radio programming as'good' (8 percent feel it is poor), while 53 percent feel commercial radio offers good quality programming (and 30 percent feel it ispoor) - Figure 9.poor) Figure 9.

There is no statistically significant change in opinion about either ABC Radio or commercial radio compared with last year. However,it’s clear that the level of positive sentiment about ABC Radio in the past two surveys is lower than in 2009 and 2010 – with the morerecent surveys marking a return to levels similar to, or a little lower than pre-2009 levels. The loss in positive sentiment has beenmade up by commensurate gain in neutral (rather then negative) sentiment. Demographically, this pattern is most evident amongp y g ( g ) g p y, p gmen, people aged 25 to 34, and as found for ABC TV, people aged 50+.

There appear to be a combination of reasons for these changes:– The jump in positive sentiment about ABC Radio in 2009 and 2010 was primarily caused by more positive views among ‘non’

ABC Radio listeners1. This implied that the improvement either related to some very occasional exposure to ABC Radioprogramming, or to something positive these people had seen or heard about ABC Radio. When this pattern arose in 2009,geographic analysis suggested it was connected with ABC Radio’s role in covering the fire and flood disasters of that year; and/or, increased listening over a particular period because of these same events. The 2010 results continued to show strongerpositive perceptions among 'non' listeners, however the 2011 and 2012 surveys have seen a return to more normal levels ofpositive / neutral sentiment among this group.

– Compounding this, the 2011 and 2012 Appreciation surveys have also seen (based on peoples’ claimed listening behaviour) anincrease in the absolute number of people categorised as ’non’ listeners of ABC Radio, and a reduction in those categorised as‘heavy’ listeners – and this has been most evident among people aged 50+. Over the period 2009 to 2012, industry currencyratings data also show evidence of some reduction in time spent listening to ABC Radio among people aged 40+, andspecifically those aged 65 years and over.specifically those aged 65 years and over.

Consequently prevailing circumstances in 2009 / 2010 mean the survey results from that period constitute an unusually highbenchmark for comparison, and tend to exaggerate the apparent decrease in positive sentiment evident through to 2012. Nonethelesssome loss of behavioural connection with ABC Radio (particularly among older listeners) has contributed to a decrease in positivesentiment in 2011 and 2012.

23

1. See Section 3, Methodology, for a description of how the heavy, light and non listening segments are derived. ‘Non’ listeners can include people who never listen to ABC Radio, orlisten to it relatively infrequently.

2. Nielsen Radio . Five capital cities, Mon-Sun 5.30am-midnight – all surveys 2009 and 2010; S2-8 2011; S1-4 2012.

Radio - Quality of programming

%

Based on your own experience, or what you may have seen or heard, overall do you personally think the quality of programming on... (TYPE) is good or poor?

ABC RADIO COMMERCIAL RADIO

58586163 6469

6169

6065646359586060

80

100

GOOD

ABC RADIO COMMERCIAL RADIOTotal good

15151312121113141312101312

2222 23 2220 2122 212222211917

53555253545356585555535855616160595860

20

40

60Very good

15151312121113141312101312

131215121313131312131212122 23 32 22 21121 2

88 91068 77767 9820

0

Total

Very poor

30303433333132302930312929

60

40

POOR

poor

100

80

1998 1999 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 1998 1999 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012


24




ABC Radio - Quality of programmingBased on your own experience, or what you may have seen or heard, overall do you personally think the quality of

6857646965696366687079716269 64 61

73 66 64 66 61 6075 7569 74

63 60 5566 73

626080

100%

programming on ABC Radio stations is good or poor?

GOOD

AGESEX

6 1

25 222423221823 23 21 16 2611 19 17 2021 22 22 23 21 20 23 24 22 18 15

24 22 19 26 23 24

55

23223 23222124 32242512333223232 7 6786899141512171612881091098109 109 8 14 10 14 9 8 10

6040200

204060

POOR

1201008060

09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12


POOR

22 21 27 31 18 18 24 29 26 24 31 33 13 9 13 10 15 18 25 28 23 23 30 31 23 25 29 3725 18 28 29

NEITHER / DK

2347 45

24 32 292744 44 41 36 36

868886889497

5869 64 61 68 61

73 71 68 66

96 9569 66

40406080

100

%

GOOD

ABC RADIO LISTENINGAREA

1 58 7 9

23 19 18 20 24 32 2921 22 22 22 23 25 24 22 279

35111102233 3232 32 2 2 2 1111313688833337711911910109 89 8 15

806040200

2040

POORNEITHER / DK

*

12010080

09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12


22 21 27 31 24 23 29 34 19 18 25 27 1 1 1 2 4 5 5 9 46 45 51 53

NEITHER / DK


25


BASE: AGED 14+ NATIONALLY: TOTAL (n=1900, 1905, 1904, 1908); SEX: MALE (n=950, 952, 952, 953), FEMALE (n=950, 953, 952, 955); AGE: 14-17 (n=150, 154, 150, 150), 18-24 (n=167, 187, 156, 165), 25-34 (n=209, 228, 258, 201), 35-49 (n=461, 491, 528, 613), 50+ (n=913, 845, 812, 779); AREA: 5 CAP CITY (n=1088, 1088, 1089, 1093), COUNTRY/ REGIONAL (n=812, 817, 815, 815): ABC RADIO LISTENING: HEAVY (n=561, 573, 482, 472), LIGHT (n=553, 579, 542, 534), NON (n=786, 753, 880, 902)

Commercial Radio - Quality of programmingBased on your own experience, or what you may have seen or heard, overall do you personally think the quality of

programming on commercial radio stations is good or poor?

5549556062645252

7673565552555551535553 50

72 7868 60 52 57 59 55

42 51 45426080

100

%

GOOD

AGESEX

169132014171724181815121312151512 111722152418121213 121481512 11

50 42 4542

161814141114711101214171312 1181365431116131215 13 16 13 14 13153740353228303030 3133 34 35 39 33 35 29 27 26 22 22 23 18

26 33 35 27 35 33 34 27 31346040200

2040

POORNEITHER / DK

12010080

09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12

14 14 14 16 13 10 12 15 15 18 17 17 4 2 5 4 6 7 13 16 5 6 11 8 24 25 22 2510 11 8 12


NEITHER / DK

64 62656352555054

33325753 55 53 54 56 53 49 53 48 37 36

52 54406080

100

%

GOOD


17 20211413 12 16 7 6 10 12 11 1312 15 15 14 17 12 12 13 14 11 103332

78 6 815 12 11 13 13 23 28 2210 18 12 1712 13 16 13 12 11 14 21 19 201922

3834413647524948332935293133333433 3330 30

806040200

2040

POOR

12010080

09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12


14 14 14 16 14 13 13 15 14 16 17 19 15 15 16 20 10 9 11 11 16 17 15 17


NEITHER / DK

26



4.3 Radio (cont'd)( )

4.3.2 Amount of programming personally like to listen toFifty three percent of Australians believe ABC Radio does a 'good job' in terms of the amount of programming it provides that theypersonally like to listen to, compared with 51 percent for commercial radio (Figure 12). The number who feel commercial radio does a'poor' job remains substantially greater (32 percent) than for ABC Radio (15 percent)'poor' job remains substantially greater (32 percent) than for ABC Radio (15 percent).

At a community wide level, reflecting the patterns in beliefs about the quality of ABC Radio, in the past two surveys there has been adrop in the number of Australians who feel it does a 'good job' of providing appealing content, and an increase in the number whohave a neutral view – and again this pattern is most marked among men and people aged 50+, and it also apparent among 25 to 34

ldyear olds.

Perceptions about commercial radio are generally stable, though the current level of positive sentiment is down slightly from its 2005/2006 peak. Looking across the past four surveys, positive sentiment about commercial radio has trended down among 18 to 24 yearolds and 'heavy' ABC Radio listeners.

27

Radio - Amount of programming like to listen to

%

And overall would you say that ... (TYPE) does a good job, or a poor job, in terms of the amount of programming it provides that you personally like to listen to?

ABC RADIO COMMERCIAL RADIO

555859 576159 6256 5959595765760

80

100ABC RADIO COMMERCIAL RADIO

GOOD JOBTotal good

151716141414141715151116132020 22 2323 2322 222220191816

5153525454535555545553585653

59 575956 595959575657

20

40

60

Very good

15141414141113

14141713141514141314141212

44 453 53 3 4242 5

27

1512 141799 121081010 14 1620

0Very poor

32313433333232312829302728

60

40

POOR JOB

Total poor

100

80

1998 1999 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 1998 1999 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012


28



BASE: AGED 14+ NATIONALLY: TOTAL (n=1290, 1900, 1900, 1900, 1900, 1900, 1900, 1903, 1902, 1900, 1905, 1904, 1908)

ABC Radio - Amount of programming like to listen to And overall would you say that ABC Radio does a good job, or a poor job, in terms of the

amount of programming it provides that you personally like to listen to?

6457635955556861 65645456566067

535762 56 58 63 56 55 56 53 57 59 67 58 506080

100

%

GOOD JOB

AGESEX

262324221420191317202323212221202323 151814172314202522 22 20 27 26 23

5747555550545656605357 56 58 56 55 56 53 57 59 58 50

43 444444675464445 847777953445 246 101416152015211514 1616 17 15 16 15 15 18 13 14 25 27 28 27 28 26 19 23 11 9 10 1018

6040200

204060

POOR JOB

1201008060

09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12

POOR JOB

23 22 29 32 17 17 24 29 28 27 33 35 11 8 13 9 15 19 25 24 26 24 30 33 24 26 31 4025 20 29 30


NEITHER / DK

25282447544651

2427232223 2282529

7681828295969496

596165664955595953576162

406080

100

%

GOOD JOB


36676

2528212422242327

1821212120232223 25282529

98 7 64234 55555455 1 2 3 2 2

27 202024141414143253121017161717151716 1614 15

806040200

2040

POOR JOB

* *

12010080

09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12


23 22 29 32 26 24 28 35 17 18 30 29 1 1 2 2 5 4 5 9 47 48 52 55


NEITHER / DK


29



Commercial Radio - Amount of programming like to listen to And overall would you say that commercial radio does a good job, or a poor job, in terms of the

amount of programming it provides that you personally like to listen to?

5450565855635152

7676555452575252515354 48

66 73 67 62 58 49 55 5443 48 4460

80100

%

GOOD JOB

AGESEX

1612131516213031171817151614151714 101723142524

121316 16 17 11 17 1312

505152 55545252525153 48 49 43 48 4442

161914151110511121515181413 151319128781117161417 1414151513 193641353132283231 2933 34 36 38 35 37 31 28 26 18 22 28 24 25 31 31 35 36 35 29 3035 35

6040200

204060

POOR JOB

1201008060

09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12


NEITHER / DK

13 14 15 17 13 11 13 15 14 17 18 19 6 2 6 3 7 7 11 16 10 9 13 12 22 23 23 268 9 10 10

6150545453

31325454 53 51 53 55 53 50 51 47 38 36

52 5464 6062

406080

100

%

GOOD JOB


1916 14 15 9 9 12 14 14 1114 17 15 16 18 13 15 16 14 11 14 17 22 193132

1117 14 13 14 1528 28 24

13 15 14 1613 14 17 14 16 12 1426

7 9622

4037373851504947

343136303133333433 3231 3221 21 20

806040200

2040

POOR JOBNEITHER / DK

12010080

09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12

VERY GOOD JOB QUITE GOOD JOB VERY POOR JOB QUITE POOR JOBTOTAL 5 CAP CITY CNTRY / REG'NAL HEAVY LIGHT NON

NEITHER / DK

13 14 15 17 12 14 14 15 15 14 18 19 15 15 18 18 9 8 9 9 15 17 17 20

30



4 4 Online4.4 Online

4.4.1 Usage of the ABC WebsiteOne-in-three Australians (34 percent) claim to ever use the ABC website, even if only occasionally, and 15 percent say they use it atleast once a week (Figure 15). Whilst there has been no change compared with a year ago, it’s clear that site usage has gradually( g ) g p y g , g g ytrended up over time

Usage of the site is generally higher among men than women, people aged under 50 rather than over 50, and is mainly concentratedamong those who are users of ABC TV or ABC Radio. Looking over the past four surveys, growth in usage has also been morepronounced amongst these same groups (Figure 16)pronounced amongst these same groups (Figure 16).

31

Frequency use ABC website

%

Now thinking about the ABC website. About how often would you personally visit the ABC website? Would it be at least once a week, less than once a week or never?

80

60

34353131

26

40

Total ever use

1517131211109778

25262323

8

222018

12

20At leastonce a week

7

2

7

26

01998 1999 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

32

FIGURE 15AT LEAST ONCE A WEEK LESS THAN ONCE A WEEK


BASE: AGED 14+ NATIONALLY: TOTAL (n=1290, 1900, 1900, 1900, 1900, 1900, 1900, 1903, 1902, 1900, 1905, 1904, 1908)

Frequency use ABC websiteNow thinking about the ABC website. About how often would you personally visit the ABC website?

Would it be at least once a week, less than once a week or never?

100

% AGESEX

3131 3534313127303934343531

3848

40

2734 39 35 34

43 4735 37 4042 40

2440

60

80

14101214111019161517

12 1416148

1319191413 16 21 23

12 17 2012 1111

182010

2730 27 23 25 2423

0

20

09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12


100

% ABC TV /RADIOAREA

24 2218

35373127

44453531 35 34 32 37

30 28 32 3338 3631 3140

60

80

323 313 13 15

9 12 16 1512 17 15 14 1811 13 14 15 17 17 10 9

1412

0

20

09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12

AT LEAST ONCE A WEEK LESS THAN ONCE A WEEKTOTAL 5 CAP CITY CNTRY / REG'NAL HEAVY LIGHT NON

33

AT LEAST ONCE A WEEK LESS THAN ONCE A WEEK



COUNTRY/ REGIONAL (n=812, 817, 815, 815): ABC TV/ RADIO: HEAVY (n=1075, 1036, 894, 834), LIGHT (n=627, 635, 698, 737), NON (n=198, 234, 312, 337)

4 4 Online (Cont’d)4.4 Online (Cont d)

4.4.2 Quality and amount of content on ABC WebsiteAround 90 percent of those who ever use the ABC website believe the quality of content is 'good', including 34 percent who rate it asvery good (Figure 17). Although there has been no change compared with 2011, prior to this the previous five years had seen a smally g ( g ) g g p , p p ygradual improvement in the number of users who regard the quality of content to be very good.

Nine-in-ten users also feel the site does a 'good job' on the amount of content it provides, with 37 percent describing it as very good.There is no significant change compared with last year (Figure 18).

In order to provide a window into demographic patterns, the 2011 and 2012 results were averaged, and the age segmentationcollapsed into three groups: 14 to 34, 35 to 49 and 50+. This means the demographic analysis is based on more robust sample sizes(Figure 19). This shows that the vast majority of users in each segment rate the site positively both on quality and quantity of content,though not surprisingly, those who use it more frequently are far more enthusiastic in their rating of the site.

34

ABC website - quality of content^

%

Do you personally think the quality of the content on the ABC website is good or poor?

AMONG THOSE WHO EVER VISIT THE ABC WEBSITE

8983

90 8992 87 89 89 88 91 89 91 89

60

80

100GOOD

Total good

3434 323834 29 34

28 28 32 30 33 36

20

40

60Very good

1 112 1 2333 206 3 2 3 4 2 4

20

0

Total poor

Very poor

60

40

POOR

100

80

1998 1999 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

NEITHER / DON’T KNOW 9 11 7 9 10 9 8 8 6 8 7 7 9

35


FIGURE 17

BASE: AGED 14+ NATIONALLY WHO EVER VISIT ABC WEBSITE (n=115, 237, 365, 402, 453, 464, 471, 547, 514, 592, 633, 706, 680)

* LESS THAN 0.5 PERCENT^ In 1999-2004 the question was asked in relation to 'quality of information'


ABC website – amount of contentAs far as the things you use the ABC website for would you say the website does a good job

%

As far as the things you use the ABC website for, would you say the website does a good job,or a poor job, in terms of the amount of content it provides on those things?

AMONG THOSE WHO EVER VISIT THE ABC WEBSITE

929293919293 89 90

80

100GOOD JOB

Total good

3742383739

34 31 35

20

40

60Very good

1 11 33 3442 64

20

0

20

T t l

Very poor

60

40

POOR JOB

Total poor

100

80

1998 1999 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

NEITHER / DON’T KNOW 5 5 5 3 5 4 5 6

36

VERY GOOD JOB QUITE GOOD JOB VERY POOR JOB QUITE POOR JOBFIGURE 18

BASE: AGED 14+ NATIONALLY WHO EVER VISIT ABC WEBSITE (n= 464, 471, 547, 514, 592, 633, 706, 680)



ABC websiteAMONG THOSE WHO EVER VISIT THE ABC WEBSITE – AVERAGE 2011 / 2012

89 89 89 93 88 86 95 917580

100%

GOOD

Quality of contentSEX AGE FREQUENCY USE WEBSITE

35 35 38 34 32 344417

35

75

3 3233 3 4 1 4200

20406080

100806040

8 8 8 5 9 13 4 6 21

POOR

TOTAL MALE FEMALE 14-34 35-49 50+ AT LEAST FORTNIGHTLY / LESSWEEKLY MONTHLY OFTEN

NEITHER / DON’T KNOW

819496859197929292100

%GOOD

Amount of contentSEX AGE FREQUENCY USE WEBSITE

4024

48 373342414138

81

3 45323 3 3 2200

20406080

10080604020

6 6 6 2 6 11 1 5 17

POOR

TOTAL MALE FEMALE 14-34 35-49 50+ AT LEAST FORTNIGHTLY / LESSWEEKLY MONTHLY OFTEN


37

FIGURE 19

BASE: AGED 14+ NATIONALLY WHO EVER VISIT ABC WEBSITE AGED 14+ NATIONALLY: TOTAL (n=1386); SEX: MALE (n=751), FEMALE (n=635); AGE: 14-34 (n=457), 35-49 (n=482), 50+ (n=447); FREQUENCY USE WEBSITE: AT LEAST WEEKLY (n=622), FORTNIGHTLY / MONTHLY (n=469), LESS OFTEN (n=295)


WEEKLY MONTHLY OFTEN

4 5 Coverage of country news and information4.5 Coverage of country news and informationCommunity perceptions about coverage of country news and information remain far more favourable for the ABC than for commercialmedia - both among people in capital cities and people in country / regional areas (Figure 20).

Around 80 percent of Australians believe the ABC does a 'good job' covering country / regional issues compared with 46 percent forcommercial media though the level of positive sentiment about the ABC is down slightly on last year among those who live in capitalcommercial media – though the level of positive sentiment about the ABC is down slightly on last year among those who live in capitalcities.

Last year’s wave saw a quite marked improvement in perceptions about commercial media over the previous 12 months, mainlyamong those who live in country and regional areas. However the current wave finds opinion dropping back to 2010 levels.

38

Doing a good or poor job in country and regional areas

%

TOTAL 5 CAP CITY COUNTRY / REGIONAL

Thinking now of news and information about things happening in country and regional areas of Australia. In your opinion, do ABC / commercial TV & radio stations & websites do a good job, or a

poor job of covering things happening in country and regional areas of Australia?

53

78

5463

5652

8179788382

48

838380797983

60

80

100 GOOD TOTAL 5 CAP CITY COUNTRY / REGIONAL

1730

18 17 2216

3636

10

31

12

34

1314

35 31

1510

3431

12

333133

5241434648 454246

0

20

40

315 1291213

1313

18

11

1615

2 2 221

15161221

43

12

38 36 3831

810

47

7

484544

7 10

4347

610

44

7119 8

40

20

0

4347484544 434744

100

80

60


POOR

120

100

09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12 09 10 11 12

NEITHER / DON’T KNOW 8 10 11 14 8 8 10 11 9 11 11 15 9 11 12 12 7 9 11 11 7 4 7 8

ABC COMMERCIAL ABC COMMERCIAL ABC COMMERCIAL

39


FIGURE 20BASE: AGED 14+ NATIONALLY: TOTAL (n=1900, 1905, 1904, 1908);

AREA: 5 CAP CITY (n=1088, 1088, 1089, 1093), COUNTRY / REGIONAL (n=812, 817, 815, 815)


4 6 Other specific charter obligations4.6 Other specific charter obligationsRespondents to the Appreciation Survey are asked if they believe the ABC is doing a 'good job' or a 'poor job' on nine other specificaspects of the ABC charter:

a) being innovative - that is trying to do new things and different types of programsb) being balanced and even-handed when reporting news and current affairs) i d ti A t li f i t h i d dc) encouraging and promoting Australian performing arts such as music and drama

d) broadcasting programs of an educational naturee) being distinctively Australian and contributing to Australia’s national identityf) being efficient and well managedg) broadcasting programs that are different from the sort of programs you would get on commercial television and commercial

radio stationsh) having a good balance between broadcasting programs of wide appeal, and broadcasting programs that appeal to people

with special interestsi) broadcasting programs that reflect the cultural diversity of the Australian community

The majority of Australians remain of the view that the ABC is doing 'a good job' in fulfilling each area (Figures 21 and 22). Howeverlooking across the past three or four waves, the level of positive sentiment has decreased to some degree on most dimensions,matched by an increase in neutral (rather than negative) opinion. This reflects the pattern concerning attitudes to ABC TV and ABCRadio – which in turn appear to be the result of fewer 'heavy' users, and more 'non' users of each. Consequently, lower levels ofbehavioural connection with the ABC have resulted in fewer people having a view about it.

40

The Charter - doing a good or poor job

%

GOOD JOB

Now we’d like your opinion about other aspects of the ABC. Based on your own experience, or what you may have seen or heard, do you personally think the ABC is doing a good job or a poor job on each of the following?

475048 475048494848

81798382808383848684838588858787 8484848382858683848482828486868586838689928988918881 83 82 80

60

80

100GOOD JOB

4133 34 38 35

39423940373835

4742

5048413940383433363736

3132

475044454244

4047474849484846

37 40 38 40

0

20

40

41 1 1 0 2 1 1 2 0 2 1 2 3 2 3211111211111101011111111 3 4 3 310 794 4 6

4 5 5 8 5576 698 10656666665763343434433333 4 9 11

40

20

0

POOR JOB

100

80

60


POOR JOB

9 7 9 9 8 5 7 9 10 13 10 11 11 10 9 10 13 15 12 9 11 10 11 8 9 11 12 12 8 10 10 10 7 9 11 13 12 9 11 11 10 7 9 10 13

04 05 06 07 08 09 10 11 12 04 05 06 07 08 09 10 11 12 04 05 06 07 08 09 10 11 12 04 05 06 07 08 09 10 11 12 04 05 06 07 08 09 10 11 12

BROADCAST DIFFERENT PROGRAMS TO

COMMERCIAL TV & RADIO

BROADCAST PROGRAMS OF AN

EDUCATIONAL NATURE

GOOD BALANCE / WIDE APPEAL / SPECIAL

INTEREST PROGRAMS

DISTINCTIVELY AUSTRALIAN

BALANCED & EVEN-HANDED

41


FIGURE 21BASE: AGED 14+ NATIONALLY (n=1900, 1900, 1900, 1903, 1902, 1900, 1905, 1904, 1908)


The Charter - doing a good or poor job (cont’d)

%

GOOD JOB

Now we’d like your opinion about other aspects of the ABC. Based on your own experience, or what you may have seen or heard, do you personally think the ABC is doing a good job or a poor job on each of the following?

66707372707572

83788181

69717064

72747573737472797978

8280797780808380818278

60

80

100GOOD JOB

252725252229

23

37323534

25262721

26242628262422

3639373737343332313233313031

0

20

40

1 2 1 1 2 2 2 2 2 2 122121222222121111211221228 7 8 6

12 10 7 556777610111213121112126686566988698 8

40

20

0

POOR JOB

100

80

60


POOR JOB

14 10 13 11 12 10 12 12 14 16 14 15 15 12 11 13 15 15 16 14 16 16 15 12 14 15 18 25 23 24 22 24 21 21 25 30

04 05 06 07 08 09 10 11 12 04 05 06 07 08 09 10 11 12 04 05 06 07 08 09 10 11 12 04 05 06 07 08 09 10 11 12

BROADCAST PROGRAMS THAT REFLECT AUSTRALIAN

CULTURAL DIVERSITY

ENCOURAGING / PROMOTING AUSTRALIAN

PERFORMING ARTS

INNOVATIVE EFFICIENT / WELL MANAGED

42



BASE: AGED 14+ NATIONALLY (n=1900, 1900, 1900, 1903, 1902, 1900, 1905, 1904, 1908)

4 7 News and Current Affairs - being balanced and even handed4.7 News and Current Affairs - being balanced and even handedPerceptions about balance and even-handedness in reporting were explored in more detail among viewers and listeners1 of theABC’s flagship News and Current Affairs programs:– Television: 7pm News, 7.30 (previously 7.30 Report);– Radio: The World Today, AM and PM.

The vast majority of those who watch / listen to the respective programs believe it does a 'good job' of being balanced and even-handed – and in each case, around 40 to 45 percent of viewers / listeners believe it does a 'very good job'.

The proportion of AM / PM listeners who believe the programs do a good job has increased over the past two years, while perceptionsabout The World Today remain stableabout The World Today remain stable.

The number who feel the 7pm News does a good job is down slightly on the very high level of 95 percent two years ago. The numberwho feel 7.30 does a very good job of balanced and even handed (39 percent) is down on last year's 45 percent, though the currentreading is not greatly out of line with historical levels for this program.

43

1. Those who claim to 'ever' watch / listen to the respective programs.

ABC program does a good / poor job of being balanced and even handed

%

Thinking now about the extent to which ABC programs are balanced and even handed. For each of the following, please tell me if you personally think they do a good job or a poor job of being balanced

and even handed when reporting news and current affairs. Firstly…

GOOD JOBTotal good

84858688838385889090879185898582

898887908893

89 90 9094 94 95 94 9695 95 94 92 89 91

60

80

100Total good

4146393842404244

50424447 44 41 39 41

364039

454244 4541454349

41 44 4048 464342 39 43

20

40

60Very good

1 1 1 1 1

4 2 2 4 3 1 3 4 2 2 1 1 3 2 1 2 111 11 1 1 11 2 2 2 1 121

8663 773 2 3 2 3 4 53 3 4 4 620

0

Very poor

*** ** ** * ** *

80

60

40

POOR JOB

Total poor

100

80

04 05 06 07 08 09 10 11 12 04 05 06 07 08 09 10 11 12 04 05 06 07 08 09 10 11 12 04 05 06 07 08 09 10 11 12


ABC 7PM NEWS 7:30 REPORT / 7:30# AM/PM THE WORLD TODAY

4 3 3 2 3 2 3 3 4 4 4 3 4 5 4 4 5 7 5 10 9 15 13 10 12 9 8 8 12 13 14 15 11 11 15 15

44

VERY GOOD JOB QUITE GOOD JOB VERY POOR JOB QUITE POOR JOBFIGURE 23

BASE: AGED 14+ NATIONALLY: WATCH / LISTEN TO SPECIFIC PROGRAM: ABC 7PM NEWS (n=1289, 1339, 1331, 1340, 1305, 1324, 1284, 1126, 1082), 7.30 (n=1235, 1285, 1270, 1237, 1266, 1261, 1231, 1046, 998),

AM / PM (n=640, 694, 638, 690, 627, 681, 728, 679, 613), WORLD TODAY (n=504, 529, 487, 516, 500, 540, 540, 509, 432)


Statistically significant change:Noted prior to 2012 waveNoted with 2012 wave#PRIOR TO 2011 KNOWN AS 7:30 REPORT

abc appreciation survey - summary report

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