newspoll abc 2013

7/28/2019 Newspoll ABC 2013

1/42

June 2013

ABC Appreciation Survey

Summary Report130603 / 0606 Prepared for:

Lisa WalshHead of Research & Marketing

Australian Broadcasting Corporation

700 Harris Street

ULTIMO NSW 2007


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2

Table of contents

1. Executive Summary 3

2. Background and objectives 5

3. Methodology 6

4. Research findings 9

4.1 Overall value of the ABC 9

4.2 Television 12

4.3 Radio 21

4.4 Online 29

4.5 Coverage of country news and information 35

4.6 Other specific charter obligations 37

4.7 News and current affairs - being balanced and even handed 40


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Background

The objective of the Appreciation Survey is to provide an overview of

community attitudesand opinions about the ABC - as distinct from the

detailed behaviouralinformation provided by television, radio and online

ratings. The most recent wave was fielded nationally by telephone in

June 2013, among 1,903 people aged 14 years and over.

Overview

As found in all previous waves of the survey, a large majority of

Australians (85 percent) believe the ABC performs a valuable role,

provides quality content, and that it is doing a good job satisfying its

charter obligations.

At a community-wide level, compared with 12 months ago, the 2013

survey finds no change in attitudes about the ABC overall nor ABC TV,though there has been a small gain in positive sentiment concerning the

amount of appealing content provided by ABC Radio.

Nonetheless as noted in last years report, looking back over recent

years, there has been a subtle loss in the perceived value of ABC

services, and between 2009 and 2012 a reduction in the level of positive

sentiment about ABC TV and ABC Radio which, in the main, is matched

by a commensurate increase in neutral rather than negative opinion.

There are a mix of reasons, but in part these gradual changes in attitude

appear to be connected with changes in behaviour, and the extent towhich people use ABC services. In particular this pattern is shared by ABC

TV and ABC Radio among people aged 50+, and there is evidence of

some decrease in this groups behavioural connection with, or share of

connection with, ABC TV and ABC Radio.

For ABC TV, these developments have occurred during a period marked

by the introduction of TV multi-channels, and greater choice for viewers.

3

1. Executive summaryOverall value of the ABC

Eighty five percent of Australians believe the ABC provides a valuable

service to the community, and close to half believe it provides a very

valuable service.

Overall community sentiment remains unchanged compared with last

year, though looking back over time the current level is down a few

percentage points on 2010, and this is part of a very subtle decline since

2006. This is most evident among people aged 50+.

Television

Most Australians (78 percent) remain of the view that ABC TV provides

qualityprogramming, and about two-thirds feel it does a 'good job' in

terms ofthe number of shows it provides they personally like to watch.

For commercial TV, after a marked improvement between 2008 and

2011 in the level of positive sentiment about the quality and quantity of

content it provides, the past two waves show a reversal of this trend.

However the level of positive community sentiment remains well above

what it was at its lowest point in 2007 / 2008.

For ABC TV, there is no change in overall community attitudes compared

with last year, and Australians continue to have a more favourable view

about ABC TV than commercial TV. Nonetheless its worth noting that

the stability over the past 12 months follows a gradual loss of about 4 to5 percentage points in positive sentiment between 2009 and 2012

mainly matched by more people having neutral (rather then negative)

views about ABC TV.


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4

1. Executive summary (contd)

The shift from positive to neutral views appears to correlate with a

reduction in the number of heavy viewers of ABC TV, and an increase in

light/non viewers1 (based on peoples claimed viewing behaviour). These

changes appear most pronounced among people aged 50+, and to a

lesser extent, people aged 35 to 49.

Radio

Sixty four percent of Australian adults believe the ABC provides good

quality radio programming (only 11 percent feel it is poor), and 57

percent believe ABC Radio does a 'good job' in terms of the amount of

programming it provides that they personally 'like to listen to' (only 16

percent feel ABC Radio does a poor job).

The 2013 survey finds a small increase in the number who say ABC Radiodoes a good job of providing appealing content, and this is most

pronounced among men and people aged 50+. Although there has been

an improvement this year among people aged 50+, its also true that the

level of positive sentiment over the last three waves among this age

group has been below previous levels. Again based on peoples claimed

listening behaviour, this change in attitude appears related to behaviour.

Compared with previous waves, the last three surveys reveal fewer

heavy ABC Radio listeners in this age group, and more light/non

listeners.

Online

Close to 4-in-10 Australians (37 percent) claim to ever use the ABC

website, even if only occasionally, and 16 percent say they use it at least

once a week. Users of the site are largely sourced from people who are

also heavy or medium users of either ABC TV or ABC Radio.

As found in previous waves, the vast majority of the sites users:

believe the qualityof 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 amountof content it provides.

Coverage of country news and information

Community 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.

Eighty percent of Australians believe the ABC does a 'good job' covering

country/regional issues compared with 45 percent for commercialmedia.

Compared with two years ago, the level of positive sentiment about ABC

media on this issue has increased among people living in country/

regional areas.

Other specific charter obligations

The 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. Looking across the past three or four

waves though, the level of positive sentiment has decreased to some

degree on a number of dimensions, matched by an increase in neutral

(rather than negative) opinion. This appears correlated with some loss in

behavioural connection with ABC TV and/or ABC Radio.

1.See Section 3, Methodology, for a description of how the heavy, medium and light/non usage

segments are derived.


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5

2. Background and objectives

This report presents findings from the 2013 ABC Appreciation Survey,

which follows similar studies conducted in 1998, 1999, and annually from

2002 to 2012. The objective of the research is to provide an overview of

community attitudes about the ABC - as distinct from 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;

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 ABCs 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 to commercial media on

a number of dimensions.

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

purposes.


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6

3. Methodology

The research was conducted nationally, by telephone, among 1,903

respondents aged 14 years and over. Fieldwork was conducted over the

period June 3-16, 2013, 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 appointments was

incorporated. Results were post-weighted to ABS data on age, highest

level of schooling completed, sex and area.

Heavy, Medium and Light/non-users of ABC services

In order to explore attitudes according to peoplesusage ofABC services,

the sample was segmented into heavy, medium and light/non ABC users.

The segments were constructed based on respondents own assessment

of how much time they spend watching ABC TV, or listening to ABC Radio

(i) on an average weekday and (ii) on an average weekend day. Although

in absolute terms these self-assessments may not be particularly

accurate, they are adequate for the purposes of a broad segmentation.

The following definitions were used:

People who report that they do not spend any time watching/ listening

to ABC TV/Radio on an average day, may still watch/ listen periodically.

Consequently those who claim to watch 0 hours have been categorised

as Light/non users.

A segmentation based on a combination of ABC TV and Radio usage was

subsequently derived as follows:

%

Heavy either heavy viewer of ABC TV

orheavy listener of ABC Radio 42

Medium medium ABC TV or ABC Radio user,

but not heavy user of either 39

Light/non

viewers / listeners not heavy or medium user

of either ABC TV or Radio 20

Amount of time ABC TV ABC Radio

spent viewing/ viewing segments listening segments

listening % of 14+ population % of 14+ population

Heavy 6+ hours a week 30 22

Medium


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3. Methodology

A final segmentation incorporating ABC TV, Radio and the ABC website

was derived as follows:

%

Heavy heavy ABC TV/ Radio user

oruse ABC website 4-6 days a week 44

or more often

Medium medium ABC TV/ Radio user

oruse ABC website 1-3 days a week 37

but not heavy user of any

Light/non not heavy or medium user

users of ABC TV/ Radio or website 19

Changes to question wording

Over the years the ways in which people may consume ABC TV or ABC

Radio content have expanded to include online and mobile platforms,

and the number of ABC TV channels has also grown. Consequently in

2013, the questions concerning usage of ABC TV and ABC Radio included

expanded descriptions as follows:

Now a question aboutABC television. These days the ABC has a

number of different TV channels, and you can watch them on your TV,

or you can watch them online.

Now a question about listening to ABC radio stations - which could

include listening to them on a radio, a computer, tablet or mobile

phone.

Statistical significance testing

Throughout the report, where relevant, statistically significant changes

have been noted. All significance tests have been based on the 95

percent level of confidence. This means that if a change is noted as being

statistically significant, there is a 95 percent probability that a real

change has occurred, and is not simply due to chance variation between

waves.


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4. Research findings


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4. Research findings4.1 Overall value of the ABCConsistent with previous waves of the survey, a large majority (85

percent) of Australians believe the ABC provides a 'valuable' service to

the community, and close to half regard it as being a very valuable

service (Figure 1).1 There is no statistically significant change in overallcommunity sentiment since last year, though the current level is down a

few percentage points on 2010, and this is part of a very subtle decline

evident since 2006.

A generally positive view about the value of the ABC continues to be

shared by men and women, all age groups and both capital city and

country / regional residents. Also consistent with previous surveys, belief

in the value of the ABC is correlated with usage of ABC services. For

example:

among heavy ABC Television / Radio/ website users, 93 percent

believe the ABC and its services are 'valuable', (including 64 percent

who think it is 'veryvaluable);

while 60 percent of light/non-users believe it is 'valuable' (including

18 percent 'veryvaluable).

Related to this, a belief that the ABC is very valuable tends to increase

with age (Figure 2).

1. In 2002-2013, the survey was conducted in June, but the 1998 and 1999 surveys were

conducted in December. Moreover in 2002-2013, the 'value' question included reference to

the ABC website but not in 1998 and 1999. It is unknown if these differences in timing or

question wording had any impact on results.

The small decrease in overall positive sentiment compared with 2010 is

most evident among males, and people aged 35+, and the longer term

decrease since 2006 is most pronounced among people aged 50+.

However 2013 does show an increase, after a drop last year, in the

proportion of people aged 50+ who regard the ABC and its services to be

veryvaluable. As will be seen in later sections of the report, this year also

sees, at one level or another, a higher overall level of positive sentiment

among people aged 50+ in relation to ABC Radio, and to a lesser extent

ABC TV. Nonetheless even with these gains in 2013, positive sentiment

among people aged 50+ remains below what it was in the past.


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44 41

49 50 48 47 50 50 47 50 47 47 45 47

88 86

91 89 89 90 90 8988

8988 87 86 85

2 3 1 1 1 1 1 2 2 2 2 3 3 3

7 7 5 5 5 7 5 7 6 8 7 8 8 9

100

80

60

40

20

0

20

40

60

80

100

1998 1999 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

%

VERY VALUABLE QUITE VALUABLE NOT AT ALL VALUABLE NOT VERY VALUABLE

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

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 ...?

NEITHER / DONT KNOW

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

NOT VALUABLE

VALUABLE

* Mention of ABC website was not included in the

question fielded in 1998 and 1999.

Total valuable

Veryvaluable

Total notvaluable

Not at allvaluable

10

Statistically significant change:

Noted prior to 2013 wave

Noted with 2013 wave


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BASE: AGED 14+ NATIONALLY: TOTAL (n=1905, 1904, 1908, 1903); SEX: MALE (n=952, 952, 953, 952), FEMALE (n=953, 952, 955, 951); AGE: 14-17 (n=154, 150, 150, 150),

18-24 (n=187, 156, 165, 157), 25-34 (n=228, 258, 201, 246), 35-49 (n=491, 528, 613, 517), 50+ (n=845, 812, 779, 833); AREA: 5 CAP CITY (n=1088, 1089, 1093, 1090),

COUNTRY/ REGIONAL (n=817, 815, 815, 813): ABC TV/ RADIO: HEAVY (n=1036, 894, 834, 895), MEDIUM (n=635, 698, 737, 687), LIGHT/NON (n=234, 312, 337, 321)

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 ...?

47 47 45 47 48 48 45 46 45 45 44 48

33 28 25 31 33

40 39 38 4151 48 46

5750 54 55 49 48

42 47

88 87 86 85 89 87 85 84 87 87 87 85 89 8892 87 84 86 84 87 86

8983 86

9287 89 86 86 86 84 82

7 8 8 9 7 9 10 11 8 7 6 8 9 98

11 8 9 10 9 8 6 9 74 8 5 9 9 9 9 10

120

100

80

60

40

20

0

2040

60

80

100

10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13

%

47 47 45 47 45 48 43 46 49 45 47 4860 63 62 64

39 41 41 41

17 21 17 18

88 87 86 85 87 87 85 84 89 86 86 8695 97 96 93 89 89 89 87

5760 59 60

7 8 8 9 7 8 8 10 7 8 8 9 32 3 5 9 7 8 10 19 24 20 18

120

100

80

60

40

20

0

20

40

60

80

100

10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13

%

VERY VALUABLE QUITE VALUABLE NOT AT ALL VALUABLE NOT VERY VALUABLE

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

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

5 5 6 6

AGE

NOT VALUABLE

VALUABLE

NOT VALUABLE

VALUABLE

SEX

ABC TV /RADIO /WEBSITE^AREA

5 4 5 5 5 6 7 7 2 3 1 2 8 4 6 4 6 5 8 7 5 5 6 73 5 6 6

5 5 6 6 6 4 6 7 4 6 6 5 2 1 1 2 2 4 4 2

NEITHER / DK

NEITHER / DK

23 16 21 22

Overall value of the ABC

11

FIGURE 2




^ Segmentation incorporates ABC website

from 2013. In prior waves, the

segmentation was based only on ABC TV

and ABC Radio


12/4212

4.2 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'. Following a

small decline in positive sentiment between 2009 and 20121, there has

been no further change in 2013.

Sentiment about the quality of commercial TV showed a marked positive

trend between 2008 and 2011 - first kicked-off in 2009 with the

introduction of a number of high rating Australian TV programs such as

Underbelly, Packed to the Rafters, MasterChef, and extending further

with the introduction of the free to air digital channels. However the past

two surveys show a reversal of this trend, and currently 44 percent of

adults describe the quality of commercial TV as 'good', compared with51 percent in 2011. Conversely, the number who describe the quality as

poor has increased from 42 percent in 2011 to 48 percent in 2013.

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 drop in positive

sentiment for commercial TV over the past couple of years is evident

(even if it is not always statistically significant) within each age group;

among both men and women, and both among people who live in capitalcity and country/ regional areas.

1.The 2009 to 2012 decrease in positive sentiment about the quality of ABC TV was notreflected in

a commensurate increase in negative sentiment, but rather an increase in those who did not have

a view about ABC TV.

For ABC TV, there is a mix of increases and decreases in attitudes within

age groups.

Among people aged 50+, 2013 sees an increase in the number

saying the quality of ABC TV is good after two waves of decline.

However the number of people aged 50+ who say the quality of ABC

TV is verygood is lower in 2013 and 2012 than was the case in the

two previous waves.

The level of positive sentiment about the quality of ABC TV has

decreased among 14 to 17s with a commensurate increase in the

number who have no view. A similar pattern is evident among 25 to

34 year olds, though in this case there has also been an increase inthe number who believe the quality of ABC TV is poor.

Looking back further in time, between 2010 and 2013 there has

been a small, gradual decline in the level of positive sentiment

about ABC TV among people aged 35 to 49.


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20 18 2023

20 2223 24 24 25

26 27 27 26

4 5 5 5 6 7 6 6 6 69

89

7

75 7578 79 77 80

80 81 82 82 81 79 78 78

41 4043 41 40 38 39 37 37

42 44

5149

44

2 3 2 2 1 2 2 2 3 2 2 2 1 2

19

24

18 1821 21 19 21 22

18 1714 16 1712 11

9 8 9 107 9 9 10 10 9 9 10

53 5450 51 53

56 54 57 5852

49

4245

48

100

80

60

40

20

0

20

40

60

80

100

1998 1999 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 1998 1999 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

%

VERY GOOD QUITE GOOD VERY POOR QUITE POOR

NEITHER / DONT KNOW

Television - Quality of programming

POOR

GOOD

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?

13 14 13 13 14 9 12 10 9 8 9 12 13 13 7 6 7 8 7 6 7 7 5 6 7 7 6 8

ABC TV COMMERCIAL TV

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

Total

good

Verygood

Total

poor

Verypoor

13

FIGURE 3





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26 27 27 26 25 28 24 25 27 26 30 2733 38 36 38

23 27 27 2714 14 15 11

81 79 78 78 80 79 78 77 83 79 78 7993 91 91 93 83 84 83 84

53 58 55 52

10 9 9 10 10 9 9 10 9 9 9 10 56 5 4 10 10 9 10

2111 12

15

120

100

8060

40

20

0

20

40

60

80

100

10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13

%



26 27 27 26 23 22 22 2228 32 31 30 25 26 26 24 21

28 26 20 25 2331 26 26 28 29 31 27 29 23 24

81 79 78 78 82 77 77 77 8082 78 78 79 83

8575 75

78 75 83 80 7986

7584 82 81 78 83 78 72 77

10 9 9 10 9 11 9 10 11 7 8 9 12 11 10 12 14 9 10 8 11 85 11 9

6 7 9 8 11 11 10

120

100

80

60

40

20

0

20

4060

80

100

10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13

%


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 Television is good or poor?

POOR

GOOD

POOR

GOOD

9 12 13 13 9 12 14 13 9 11 13 13 9 5 5 13 11 13 15 8 9 13 9 14 9 11 17 137 12 12 13

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

AGESEX

ABC TV VIEWING^AREA

NEITHER / DK

NEITHER / DK



COUNTRY/ REGIONAL (n=817, 815, 815, 813): ABC TV VIEWING: HEAVY (n=836, 681, 620, 634), MEDIUM (n=736, 784, 811, 776), LIGHT / NON (n=333, 439, 477, 493)FIGURE 4

14





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9 8 9 7 8 8 9 7 9 8 10 7 5 6 5 511 7 8 6 13 13

16 10

44 51 49 44 4350 49 44 44

53 49 4431 37 34 33

48 55 50 43

61 64 64 57

17 14 16 17 17 14 16 16 16 15 17 20 22 21 24 2515 11 15 17

8 11 11 11

4942 45 48 49 42 46 47

49 41 44 50

63

55

60 58

4540 44

51

29 28 30 34

120

100

80

60

40

20

0

20

40

60

80

100

10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13

%



9 8 9 7 8 7 9 5 10 910 8 12 11 10 6

16 15 197

14 13 12 10 7 8 9 8 4 3 5 5

44 51 49 44 43 48 46 41 4554 52

47

83 79 73 74 68 66 68 61 5766 62 58

3752

50 4428 35 33 28

17 14 16 17 18 16 20 19 15 1313 16

1 4 3 4 5 5 91

10 9 8 617

13 15 1825 23 26 29

4942 45 48 50

4349 51 48

40 41 45

16 17 24 20 27 24 29 29 3729 33 33

5644 45

4963 56 59 65

120

100

80

60

40

20

0

20

4060

80

100

10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13

%


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 commercial television is good or poor?

POOR

GOOD

POOR

GOOD

NEITHER / DK7 7 6 8 7 8 6 8 7 6 6 8 1 4 3 6 5 11 4 10 6 5 5 9 9 9 8 77 4 5 6

7 7 6 8 8 7 5 8 7 7 7 6 6 8 6 9 7 6 6 5 10 8 6 9NEITHER / DK

AGESEX

ABC TV VIEWINGAREA

FIGURE 5

15






COUNTRY/ REGIONAL (n=817, 815, 815, 813): ABC TV VIEWING: HEAVY (n=836, 681, 620, 634), MEDIUM (n=736, 784, 811, 776), LIGHT / NON (n=333, 439, 477, 493)


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4.2 Television (contd)

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 48 percent for commercial TV1 (Figure 6).

Reflecting patterns in perceptions about quality, in the past couple of

surveys positive sentiment about commercial TV has declined (and the

level of negative sentiment increased) following several years of

continued improvement. Nonetheless attitudes about commercial TV

remain more favourable than they were at their lowest point in 2007.

Although the timing of this turnaround in sentiment about commercial

TV varies by segment, collectively over the past two waves it is evident

among both men and women; residents of capital cities and country/regional areas, and people aged 14 to 17, 25 to 34 and 35 to 49 (though

not the 18 to 24 and 50+ age groups).

For ABC TV, again reflecting perceptions about quality, public sentiment

has not changed significantly compared with last year. This follows a

period of gradual decline in the level of positive sentiment between 2009

and 2012, and over the same period a commensurate increase in the

number who have a neutral (as opposed to negative) view.

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 of 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 than anything else. But they

may complain 'theres 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.

This shift in sentiment from positive to neutral for ABC TV is partly

connected with peoples viewing behaviour.

Compared with previous surveys, the 2011, 2012 and 2013 waves of

the Appreciation survey have found, based on peoples claimed

viewing, fewer heavy viewers of ABC TV, and more light/non

viewers2. In varying degrees this is evident across age groups,

though in absolute terms it is most evident among people aged 50+.

Industry currency ratings data show some loss in the weekly reach

of ABC TV among adults in 2012/2013 compared with 2010/2011

(though this is concentrated among people under 50)3.

Although ABC TVs overall share of prime time viewing has been

fairly stable, the last few years have seen some loss in share for theABC 1 channel, most particularly among people aged 50+4. Patterns

in this share data reflect those for heavy ABC TV viewing measured

by the Appreciation survey. Consequently perceptions about ABC 1

appear to be most dominant in peoples thinking when they report

their behaviours and attitudes concerning ABC TV.

Looking at attitudes towards ABC TV amongst demographic segments:

During 2011-2013, the number of people aged 50+ who say ABC TV

does a good job at providing shows they like to watch has levelled

off at around 70 percent after a decline from figures historically

closer to 80 percent. Moreover in the last two surveys, fewer

believe that ABC TV does a very good job when compared with

2010/ 2011.

2. See Section 3, Methodology, for a description of how the heavy, medium and light/non viewing segments are

derived.

3. OZTAM five capital city weekly reach, 2009-2013 (average for either May or June each year)

4. OZTAM five capital city share of audience 6pm-midnight during weeks 1-23 in 2008-2013.


17/4217

4.2 Television (contd)

Across the last few surveys, there has been a decrease in positive

sentiment among 35 to 49 year olds, coupled with an increase in

negative sentiment. Among men, the 2013 wave finds a decrease in positive sentiment

compared with 2010.

Among 18 to 24 year olds, there has been an increase in positive

sentiment after a dip last year.


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0

18 19 19 21 2123 24 25 22 24 22 24 21 22

9 8 10 12

9

12 1012 10

15 17 15 15 13

0

70 69 71 71 6974 72 70 70 70 68 67 65 65

48 4651

47 46 47 4742 44

4851

5551 48

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

17 20 16 17 21 20 19 23 2318 18 15 17 19

17 17 16 16 18 1615

19 20 21 22 21 22 23

47 4843

46 48 49 47

54 5248

4441

44 45

100

80

60

40

20

0

20

40

60

80

100

0 1998 1999 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 1998 1999 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

%

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

Television - Number of shows you like to watchAnd overall would you say ... (TYPE) does a good job, or a poor job, in terms of the number of shows it provides that you per sonally like to watch?

13 14 13 14 13 11 12 11 10 9 10 12 13 13 5 6 6 6 6 4 5 5 4 4 5 5 6 7

ABC TV COMMERCIAL TV

GOOD JOB

POOR JOB

Total good

Total

poor


Verygood

Verypoor

FIGURE 6

18




NEITHER / DONT KNOW


19/42

22 24 21 22 21 23 21 21 23 25 22 22 22 16 15 15 816 15 11

17 20 15 1822 25 23 27 29 30 26 24

68 67 65 65 69 65 66 64 67 68 65 6658 62 61 53 50

6148

60 57 5364

56

73 71 68 6477 72 70 72

6 6 5 6 6 5 4 6 6 6 6 6 9 10 73

10 7 8 9 10 8 5 73 3 5 7 4 5 4 4

22 21 22 23 22 22 23 25 23 20 21 2135 33 33 36 40

2439

31 32 3125 28

17 15 1724

14 18 17 15

120

100

80

60

40

20

0

20

40

60

80

100

10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13

%


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

22 24 21 22 21 25 19 22 24 2325 21

3541

35 3617 21 21 22

7 8 6 6

68 67 65 65 67 66 64 63 69 6868 67

89 89 89 90

67 73 71 71

25 27 3030

6 6 5 6 6 5 6 6 6 6 5 51 2 2 1

5 4 3 517 12 12 1222 21 22 23 22 22 23 23 23 19 21 22

9 9 9 826 21 22 24

4537 36 37

120

100

8060

40

20

0

20

40

60

80

100

10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13

%


POOR JOB

GOOD JOB

POOR JOB

GOOD JOB

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

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


AGESEX

ABC TV VIEWING^AREA

NEITHER / DK

NEITHER / DK

FIGURE 7

19







f


20/42

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?

17 15 15 13 14 13 12 1119 16 18 14

34 34 29 26 31 2131

1524 19 25 19

13 14 11 12 9 9 7 7

51 55 51 48 48 54

46 46

55 55 56 51

81 8274 68 72 65 64 67 59

6862 59

47

54 4946 39 40 39 37

18 15 17 19 20 16 20 21 17 1514

17

3 4 6 6 6 5 11 8 14 11 13 14 19 17 15 2027 22 24 26

44 41 44 45 47 42 49 4741 39 38 43

17 1825 28 26 27 34 27 37 28 30 33

48 42 47 4854 54 54 56

120

100

80

60

40

20

0

20

40

60

80

100

10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13

%

17 15 15 13 17 15 16 13 17 15 13 12 9 9 8 620 14 15 12

25 24 23 20

51 55 51 48 50 54 52 47 5355 49 51

38 41 37 37

57 56 52 49

68 70 6460

18 15 17 19 18 15 17 20 19 17 17 18 25 22 24 2516 15 15 18

8 813 14

44 41 44 45 45 41 43 45 43 41 44 4458 54 58 57

39 40 42 46

26 25 31 31

120

100

8060

40

20

0

20

40

60

80

100

10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13

%


POOR JOB

GOOD JOB

POOR JOB

GOOD JOB

AGESEX

ABC TV VIEWING^AREA



NEITHER / DK

NEITHER / DK

5 5 6 7 5 4 5 7 4 5 6 6 1 0 1 3 1 8 3 6 3 4 8 8 7 6 7 75 3 5 6

5 5 6 7 5 5 5 7 4 3 7 5 4 5 6 6 4 4 6 5 6 5 6 9

FIGURE 8

20








21/4221

4.3 Radio

4.3.1 Quality of programmingThere continues to be a greater similarity in Australians overall

perceptions about the quality of ABC vs commercial radio than in their

perceptions about the quality of ABC vs commercial television. Sixty four

percent describe the quality of ABC Radio programming as 'good' (11

percent feel it is poor), while 51 percent feel commercial radio offers

good quality programming (and 35 percent feel it is poor) - Figure 9.

For commercial radio, the 2013 wave finds an increased level of negative

sentiment after two waves of it being less pronounced. Moreover

compared with 2011, fewer feel the quality of content is good.

Consequently attitudes about the quality of commercial radio have now

returned to much the same level they were in 2009 and 2010.

For ABC Radio, 2013 sees an increase in the number of Australians who

have a view about the quality of its content (after a dip last year) and

this has fed through to a small increase both in:

the number who feel the quality of ABC Radio is poor; and,

although not significant, the number who feel the quality is good.

Overall though, the level of positive sentiment about ABC Radio in the

past three surveys is lower than in 2009 and 2010 with the more

recent surveys marking a return to pre-2009 levels. The loss in positivesentiment has been made up by commensurate gain in neutral (rather

then negative) sentiment.

As noted in last years report, 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 light/non ABC

Radio listeners1. This implied the improvement either related to some

very occasional exposure to ABC Radio programming, 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 Radios role in covering the fire and flood

disasters of that year; and/ or, increased listening over a particular

period because of these same events. Although the 2010 results

continued to show stronger positive perceptions among light/nonlisteners, the 2011-2013 surveys have seen a return to more normal

levels of positive / neutral sentiment among this group.

In conjunction with this, the 2011-2013 Appreciation surveys have

seen (based on peoples claimed listening behaviour) an increase in

the absolute numberof people categorised as light/non listeners of

ABC Radio, anda reduction in those categorised as heavy listeners

and this has been most evident among people aged 50+.

Industry currency ratings data also show a small, gradual loss in the

weekly reach of ABC Radio among people aged 50+ since 20092, and

there is also evidence of some loss in time spent listening among

people aged 40+3.

1. See Section 3, Methodology, for a description of how the heavy, medium and light/non listening segments are

derived.

2. Nielsen Radio, five capital city reach, 2009-2013 survey 3 or 4 each year.

3. Nielsen Radio, five capital cities, Mon-Sun 5.30am-midnight all surveys 2009, 2010, 2102; S2-8 2011; S1-4

2013.


22/4222

4.3 Radio

4.3.1 Quality of programming (contd)Consequently prevailing circumstances in 2009 / 2010 mean the survey

results from that period constitute an unusually high benchmark.

Nonetheless some loss of behavioural connection with ABC Radio

(particularly among older listeners) has contributed to a decrease in

positive sentiment in the 2011-2013 surveys.

There are a few statistically significant changes in perceptions about the

quality of ABC Radio within demographic segments, but perhaps the

most noteworthy relates to people aged 50+. 2013 sees a rise in positive

sentiment after a drop last year, and this is because more people in this

age group have a view about ABC Radio this year.

Taking a longer term view, on average over the last three waves, 61

percent of people aged 50+ have had a positive view about the quality of

ABC Radio. This compares with about 69 percent during the high

benchmark 2009/ 2010 period, and 66 percent in 2007/ 2008. The drop

in positive sentiment during the 2011-2013 period is not because of an

increase in negative sentiment, but because fewer people in this age

group have a view about ABC Radio. This, in turn, correlates with what

appears to be less behavioural engagement with ABC Radio.

di li f i


23/42

17 1921 22 20 22 22 22 21 21

23 22 22 25

12 13 10 12 1314 13

11 12 12 1315 15 13

60 58 59 60 6163 63 64 65

69 6964

61 64

5558

53 55 5558 56 53 54 53 52

5553 51

1 2 1 2 2 2 1 2 2 2 3 3 2 3

12 12 12 13 12 13 13 13 13 12 1512 13 16

7 6 7 8 6 8 7 7 8 9 10 9 8 11

29 29 31 30 29 30 32 31 33 33 3430 30

35

100

80

60

40

20

0

20

40

60

80

100

1998 1999 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 1998 1999 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

%


Radio - Quality of programming

POOR

GOOD

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?

33 36 34 32 33 28 31 29 27 22 21 27 31 26 16 14 16 16 16 13 13 16 13 14 14 14 16 14

ABC RADIO COMMERCIAL RADIO

Total good

Verygood

Totalpoor

Verypoor


23

FIGURE 9

NEITHER / DONT KNOW




ABC Radio Q alit of pro rammin


24/42

23 22 22 25 22 23 18 24 24 2227 26

44 47 4550

2432 29 32

9 7 9 8

69 64 61 6468

61 58 6271 68 66 66

95 97 94 9586 88 86 89

4036 36 33

10 98 11 9 11 9 10 11 7 7 12

3 3 3 3 8 8 6 715 13 11 16

120

100

8060

40

20

0

20

40

60

80

100

10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13

%


23 22 22 25 23 21 21 25 23 24 22 2515 16

2615 19 17 20

22 24 22 1928 23 24 22 26 25 24 22

25

69 64 61 6473

66 62 66 66 61 60 6175 71

7967 68 66 63

7063 60 55

6473

62 65 60 68 64 5763

10 9 8 11 9 10 9 12 10 8 8 10 16 1712 15 14

9 917 14

10 14 98 10 6 11 7 7

6 8

120

100

80

60

40

20

0

20

40

60

80

100

10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13

%


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 programming on ABC Radio stations is good or poor?

POOR

GOOD

POOR

GOOD

AGESEX

ABC RADIO LISTENINGAREA


21 27 31 26 18 24 29 23 24 31 33 29 9 13 10 19 18 25 28 13 23 30 31 26 25 29 37 2818 28 29 29

21 27 31 26 23 29 34 28 18 25 27 22 1 1 2 2 5 5 9 4 45 51 53 51

NEITHER / DK

NEITHER / DK



COUNTRY/ REGIONAL (n=817, 815, 815, 813): ABC RADIO LISTENING: HEAVY (n=573, 482, 472, 472), MEDIUM (n=579, 542, 534, 548), LIGHT / NON (n=753, 880, 902, 883)FIGURE 10

24




C i l R di Q lit f i


25/42

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?

13 15 15 13 12 13 12 12 1518 18 14 17 18

2414

22 1711 13

17 1420 15 9 16 15 15 11 14 12 11

52 55 53 51 51 55 50 48 52 5556 54

76 72 78 6560

52 5762 64 62 60

52 4955 55 53

4251 45 44

15 12 13 16 17 14 16 1812 10 11 14

3 4 5 813 8 11 12 14 11 14

20 18 16 16 18 15 1413 16

3430 30 35 39 33 35 39

29 27 26 3122 23 18 28

33 3527 33 30 28 32 38 40 37 33 37 34

27 31 33

120

100

80

60

40

20

0

2040

60

80

100

10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13

%

13 15 15 13 14 17 16 13 12 13 14 12 10 7 6 612 11 13 13

17 21 20 16

52 55 53 51 54 56 57 52 49 53 48 5036 32 33 29

50 55 52 5464 65 62 59

15 12 13 16 16 13 13 1712 11 14 14

23 28 22 3018 12 17 17

7 6 8 9

34 30 30 35 33 31 29 36 3529 33 33

4952

4755

4134

38 38

19 19 20 23

120

100

8060

40

20

0

20

40

60

80

100

10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13

%


POOR

GOOD

POOR

GOOD

AGESEX

ABC RADIO LISTENINGAREA

14 14 16 14 10 12 15 13 18 17 17 15 2 5 4 8 7 13 16 5 6 11 8 10 25 22 25 2311 8 12 10

14 14 16 14 13 13 15 12 16 17 19 18 15 16 20 16 9 11 11 7 17 15 17 18



NEITHER / DK

NEITHER / DK

FIGURE 11

25






COUNTRY/ REGIONAL (n=817, 815, 815, 813): ABC RADIO LISTENING: HEAVY (n=573, 482, 472, 472), MEDIUM (n=579, 542, 534, 548), LIGHT / NON (n=753, 880, 902, 883)


26/42

26

4.3 Radio (contd)

4.3.2 Amount of programming personally like to listen toFifty seven percent of Australians believe ABC Radio does a 'good job' in

terms of the amount of programming it provides that they personally like

to listen to, compared with 50 percent for commercial radio (Figure 12).The number who feel commercial radio does a 'poor' job remains

substantially greater (34 percent) than for ABC Radio (16 percent).

For commercial radio, the overall level of positive sentiment has been

subtly trending down since 2006, and this year sees a small increase in

the number who feel it does a very poor job in providing appealing

content.

For ABC Radio, compared with 12 months ago there has been anincrease in the level of positive sentiment about the appeal of its

content, and this is because more people have a view about it this year

(as found in relation to perceptions about its quality). This pattern is

most evident among men, people aged 50+ and among people who live

in capital cities.

There is also a rise, after a dip last year, in the number who believe ABC

Radio does a verygood job at providing content that they like to listen

to and again this is most evident among men, capital city dwellers, and

people aged 25+.

Looking over the longer term among demographics though, compared

with 2010 there is a lower level of positive sentiment among those aged

14 to 17 and 35 to 49. But perhaps most important are the attitudes of

people aged 50+. Although there has been an improvement this year,

the level of positive sentiment over the last three waves in this age group

has been consistently below previous levels.

Over 2011-2013, on average, 56 percent of people aged 50+ had a

positive view about ABC Radio content, compared with an average of 66

percent in 2009/2010 and 64 percent in 2008/2009. Collectively over thefive waves, the loss in positive sentiment has been compensated to some

degree by a small increase in negative sentiment, and a rise in the

number who do not have a view about ABC Radio. As found in relation to

perceived quality, this correlates with less behavioural engagement with

ABC Radio.

R di A t f i lik t li t t


27/42

16 18 1922 23 20 20 22 22 23 22 23 20

24

1316

1115 15 17 14 14 14 14 16 17 15 15

57 56 57 56 59 59 59 5959

62 6157

53 57 5658

53 55 54 55 55 53 54 54 52 53 51 50

2 4 2 3 3 4 3 4 5 5 5 4 4 512 12 14 14 13 14 14 15 14 13 17 14 14 17

10 10 8 9 9 1210

12 14 16 17 14 15 16

28 27 30 29 28 31 32 32 33 33 3431 32 34

100

80

60

40

20

0

20

40

60

80

100

1998 1999 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 1998 1999 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

%


Radio - Amount of programming like to listen toAnd 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?

33 34 35 34 32 30 31 29 27 23 22 29 32 27 16 15 16 16 18 14 14 16 13 13 14 15 17 15

ABC RADIO COMMERCIAL RADIO

GOOD JOB

POOR JOB

Total good


Verygood

Totalpoor

Verypoor

FIGURE 12

27




NEITHER / DONT KNOW

ABC Radio Amount of programming like to listen to


28/42

ABC Radio - Amount of programming like to listen toAnd 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?

22 23 20 24 21 22 20 25 23 23 20 2313 14

2310 14

18 15 18 1920

1422 24 23 20 26 26 26 23 28

61 57 53 5767

60 56 61 56 54 50 5365

58 63 53 55 56 5361 55 55

4754

6357 59 55

6458

5060

17 14 15 16 16 15 15 16 18 13 14 16 27 28 27 26 2619 23 26

21 15 20 21 16 1411 16 10 10 10 9

120

100

80

60

40

20

0

2040

60

80

100

10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13

%

22 23 20 24 21 21 18 24 23 24 22 23

46 54 47 54

21 28 2531

7 6 6 6

6157 53 57 59 55 49

57 65 61 59 59

94 96 95 9282 81 76 84

25 28 25 25

17 14 15 16 17 17 16 15 17 10 12 175 2 3 5 14 14 14 12

2720 20 23

120

100

80

60

40

20

0

20

40

60

80

100

10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13

%


POOR JOB

GOOD JOB

GOOD JOB

22 29 32 27 17 24 29 23 27 33 35 31 8 13 9 21 19 25 24 12 24 30 33 24 26 31 40 3220 29 30 30

22 29 32 27 24 28 35 28 18 30 29 24 1 2 2 3 4 5 9 4 48 52 55 52



AGESEX

ABC RADIO LISTENING^AREA

NEITHER / DK

NEITHER / DK

POOR JOB

FIGURE 13

28







Commercial Radio - Amount of programming like to listen to


29/42

Commercial Radio - Amount of programming like to listen toAnd 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 personal ly like to listen to?

16 17 15 15 14 16 12 15 17 18 17 1630 24 25 20 23 17

1017 21 16 15 13 12 16

17 1912 17 13 13

52 53 51 50 52 52 48 49 52 5455 51

7666

73 6762 58

4964 63

55 5848 50

54 54 5142 48 44 44

17 14 14 17 18 15 17 2015 12 11 14 8

7 8 519

13 15 10 10 11 1522 19 16 15 19 19

14 14 1834

31 32 34 38 35 37 37 3128 26 32

22 28 24 25 31 31 35 3128

32 3142 41

36 36 38 3529 30 31

120

100

80

60

40

20

0

2040

60

80

100

10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13

%

16 17 15 15 16 18 15 16 15 16 14 15 14 9 9 8 14 14 11 1519 22 19 19

52 53 51 50 53 55 54 52 50 51 47 4736 32 31 26

54 54 50 5561 62 60 59

17 14 14 17 17 14 14 17 16 12 14 1728 28 24 31

15 14 16 1711 7 9 11

34 31 32 34 33 3130 35 36 31 34 34

49 50 5156

37 37 40 3722 21

20 22

120

100

80

60

40

20

0

20

40

60

80

100

10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13

%


POOR JOB

GOOD JOB

POOR JOB

GOOD JOB

AGESEX

ABC RADIO LISTENING^AREA



NEITHER / DK

NEITHER / DK

14 15 17 15 11 13 15 14 17 18 19 17 2 6 3 9 7 11 16 5 9 13 12 10 23 23 26 249 10 10 12

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

FIGURE 14

29








30/42

2 2

68 7 7

910 11 12 13

1715 16

812

1820

22 23 23

2625

31 31

35 3437

0

20

40

60

80

1998 1999 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

%

AT LEAST ONCE A WEEK LESS THAN ONCE A WEEK

30

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?

Usage remains higher among people aged under 50 rather than over 50,

and continues to be mainly concentrated among those who are heavy/

medium users of ABC TV/ ABC Radio (Figure 16). Even if it is not always

statistically significant, there is usage growth in most age groups

between 2010 and 2013, though it appears most pronounced amongpeople aged 35 to 49.

4.4 Online

4.4.1 Usage of the ABC websiteClose to 4-in-10 Australians (37 percent) claim to ever use the ABC

website, even if only occasionally, and 16 percent say they use it at least

once a week (Figure 15). There have been no significant differences in

these levels between 2011 and 2013.

Usage of the site has generally been higher among men than women,

though there is evidence of more growth in usage among women

between 2010 and 2013.

Total ever use

At leastonce aweek

BASE: AGED 14+ NATIONALLY: TOTAL (n=1290, 1900, 1900, 1900, 1900, 1900, 1900, 1903, 1902, 1900, 1905, 1904, 1908, 1903)FIGURE 15




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?

Frequency use ABC website


31/42

1317 15 16 14

1815 17 13 14 15

15 1724 22 21

1216 15 17

2 3 35

3135 34

3732

37 3539

2832 33 32

36

45 44 44

3137 35

40

10 914 14

0

20

40

60

80

100

10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13

%

AT LEAST ONCE A WEEK LESS THAN ONCE A WEEK

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?

1317 15 16 16

19 19 1811 14 12

15 1419

13 14 1416 14 14 16

21 23 2017 20 18

21

10 12 11 12

3135 34

37 3439 38 38

2731 31

35 35

4840 37

3439

3541

34

4347

4037 40

4045

23 25 2428

0

20

40

60

80

100

10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13

% AGESEX

ABC TV /RADIOAREA



FIGURE 16

31






COUNTRY/ REGIONAL (n=817, 815, 815, 813): ABC TV/ RADIO: HEAVY (n=1036, 894, 834, 851), MEDIUM (n=635, 698, 737, 710), LIGHT / NON (n=234, 312, 337, 342)


32/42

32

4.4 Online (contd)

4.4.2 Quality and amount of content on ABC websiteAmong those who ever use the ABC website, the vast majority (86

percent) believe the quality of content is 'good', including 34 percent

who rate it as very good (Figure 17). Although this is not significantlydifferent from last year, it is below the peak level recorded in 2010 1.

Nine-in-ten users also feel the site does a 'good job' on the amountof

content it provides, with 41 percent describing it as verygood. There is

no significant change compared with last year (Figure 18).

In order to provide a window into demographic patterns, the 2012 and

2013 results were averaged, and the age segmentation collapsed 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 showsthat 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 more enthusiastic in their rating of the

site.

1. Based on small sample sizes within segments, the lower level in 2013 compared with 2010 relates

to very infrequent users of the site (those using it less than once a month), and is most

pronounced among men and people under the age of 35.

ABC website - quality of content^


33/42

34 34 3238

2934

28 2832 30 33

36 34 34

92

83 90 89 87 89 8988 91

8991

89 89 86

06

3 2 3 2 3 43 3 2 4 2 4

100

80

60

40

20

0

20

40

60

80

100

1998 1999 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

%


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

9 11 7 9 10 9 8 8 6 8 7 7 9 9

BASE: AGED 14+ NATIONALLY WHO EVER VISIT ABC WEBSITE (n=115, 237, 365, 402, 453, 464, 471, 547, 514, 592, 633, 706, 680, 727)

GOOD

POOR

AMONG THOSE WHO EVER VISIT THE ABC WEBSITE

^ In 1999-2004 the question was asked in relation to 'quality of information'

Total good

Very good

Total poor

Very poor

FIGURE 17

33




NEITHER / DONT KNOW

ABC website amount of content


34/42

3934 31 35

37 3842

3741

93

8990 92 91

9392 92

91

2 64 4 4 3 3 3

3

100

80

60

40

20

0

20

40

60

80

100

1998 1999 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

%


ABC website amount of contentAs 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?

5 5 5 3 5 4 5 6 5

BASE: AGED 14+ NATIONALLY WHO EVER VISIT ABC WEBSITE (n= 464, 471, 547, 514, 592, 633, 706, 680, 727)

GOOD JOB

POOR JOB

AMONG THOSE WHO EVER VISIT THE ABC WEBSITE

Total good

Very good

Total poor

Very poor

NEITHER / DONT KNOW

FIGURE 18

34




ABC website


35/42

34 32 36 35 36 3143

3122

88 87 89 91 88 84 93 93

71

3 5 2 3 5 3 4 1 5

10080604020

020406080

100

TOTAL MALE 35-49 FORTNIGHTLY/ MONTHLY

%

ABC website

9 9 9 7 8 14 3 6 25

GOOD

POOR

AMONG THOSE WHO EVER VISIT THE ABC WEBSITE AVERAGE 2012 / 2013

BASE: AGED 14+ NATIONALLY WHO EVER VISIT ABC WEBSITE AGED 14+ NATIONALLY: TOTAL (n=1407); SEX: MALE (n=738), FEMALE (n=669);

AGE: 14-34 (n=433), 35-49 (n=500), 50+ (n=474); FREQUENCY USE WEBSITE: AT LEAST WEEKLY (n=640), FORTNIGHTLY / MONTHLY (n=477), LESS OFTEN (n=290)

TOTAL MALE FEMALE 14-34 35-49 50+ AT LEAST FORTNIGHTLY / LESS

WEEKLY MONTHLY OFTEN

NEITHER / DK

39 37 41 40 43 3345 39

26

92 90 94 96 92 85 9596

81

3 4 3 2 3 5 4 1 5

1008060

4020

020406080

100

TOTAL MALE 35-49 FORTNIGHTLY/ MONTHLY

%


6 7 5 3 5 10 2 4 16

GOOD

POOR

NEITHER / DK

Quality of content

Amount of content

SEX AGE FREQUENCY USE WEBSITE

FIGURE 19

35

SEX AGE FREQUENCY USE WEBSITE

TOTAL MALE FEMALE 14-34 35-49 50+ AT LEAST FORTNIGHTLY / LESS

WEEKLY MONTHLY OFTEN


36/42

36

4.5 Coverage of country news and information

Community 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 (Figure 20).

Eighty percent of Australians believe the ABC does a 'good job' coveringcountry/regional issues compared with 45 percent for commercial

media.

Last years wave saw a decrease in positive sentiment about the ABC

among people in capital cities, but there is no further loss in 2013.

Conversely among people living in country/regional areas, there has

been an improvementin perceptions about ABC coverage over the last

couple of waves.

For commercial media, sentiment is down in capital city markets

compared with two years ago.

Doing a good or poor job in country and regional areas


37/42

3135 33 35

1318

12 15

31 34 31 33

1015

10 13

3036 36 38

1722

1620

79 82 79 80

4652

46 45

80 83 78 78

42 45 41 39

78 79 81 84

53

63

54 56

2 2 1 1

16 1312

17

2 2 1 1

16 1513

183 3

1 2

159 12 1411

7 7 6

4538

44 43

10 6 7 6

4743

47 46

12 10 8 8

43

3138 38

120

100

80

60

40

20

0

20

40

60

80

100

10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13 10 11 12 13

%


Doing a good or poor job in country and regional areas

POOR

GOOD

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?

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

AREA: 5 CAP CITY (n=1088, 1089, 1093, 1090), COUNTRY / REGIONAL (n=817, 815, 815, 813)

10 11 14 13 8 10 11 12 11 11 15 16 11 12 12 15 9 11 11 8 4 7 8 6

ABC COMMERCIAL ABC COMMERCIAL ABC COMMERCIAL

37

FIGURE 20

NEITHER / DONT KNOW




TOTAL FIVE CAP CITY COUNTRY / REGIONAL


38/42

38

4.6 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 specific aspects of

the ABC charter:

The majority of Australians remain of the view that the ABC is doing 'a

good job' in fulfilling each area (Figures 21 and 22). Compared with last

year, for most aspects there has been a slight rise, after a dip last year, in

the number who feel the ABC does a verygood job, but in only one case

is the increase significant: encouraging and promoting Australian

performing arts.

In relation to being balanced and even handed when reporting news and

current affairs, the number who feel the ABC does a poor job has

increased slightly again after a small reduction last year. Conversely

compared with 2010, there has been a small increase in the number who

feel the ABC does a verygoodjob of being balanced and even handed.

Overall though looking across the past three or four waves, the level of

positive sentiment has decreased to some degree on a number of

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 fewer 'heavy' users, and more

'non' users of each. Consequently it appears lower levels ofbehavioural

connection with the ABC have resulted in fewer people having a viewabout it.

a) being innovative - that is trying to do new things and different types of

programs

b) being balanced and even-handed when reporting news and current

affairs

c) encouraging and promoting Australian performing arts such as music

and drama

d) broadcasting programs of an educational nature

e) being distinctively Australian and contributing to Australias national

identity

f) being efficient and well managed

g) broadcasting programs that are different from the sort of programs

you would get on commercial television and commercial radio stations

h) having a good balance between broadcasting programs of wide

appeal, and broadcasting programs that appeal to people with special

interests

i) broadcasting programs that reflect the cultural diversity of the

Australian community

The Charter doing a good or poor job


39/42

48 48 48 49 48 4750

47 4842 44 42 45

4744

5047

50

3136 35 37 36 33

3834

36 3740 39 41 40 39

4239

42

3438

35 3740 38 41 40

42

9188 87 89

92

89 87 86 85 85 86 85 86 88 86 84 82 83 8484 85 83

86 85 83 82 80 8484 84 84 86 84 83 83 82 82 83

7981 83 82 81 80 78

3 3 4 3 3 4 4 4 4 6 3 43 4 4 3 3 3 7 5 5 6 6 6 5 6 6 8 6

5 6 6 7 5 5 59

610 9 11 9 10 7 11

100

80

60

40

20

0

20

40

60

80

100

05 06 07 08 09 10 11 12 13 05 06 07 08 09 10 11 12 13 05 06 07 08 09 10 11 12 13 05 06 07 08 09 10 11 12 13 05 06 07 08 09 10 11 12 13

%


The Charter - doing a good or poor job

GOOD JOB

Now wed 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?

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

7 9 9 8 5 7 9 10 11 10 11 11 10 9 10 13 15 14 9 11 10 11 8 9 11 12 14 8 10 10 10 7 9 11 13 13 9 11 11 10 7 9 10 13 11

BROADCAST DIFFERENTPROGRAMS TO COMMERCIAL TV

& RADIO

BROADCAST PROGRAMS OFAN EDUCATIONAL NATURE

GOOD BALANCE / WIDE APPEAL /SPECIAL INTEREST PROGRAMS

DISTINCTIVELYAUSTRALIAN

BALANCED &EVEN-HANDED

NEITHER / DONT KNOW

39

FIGURE 21




POOR JOB

The Charter - doing a good or poor job (contd)


40/42

30 3134 33 32 31

3532

3532 34

37 37 37 37 39 3642

24 26 2328 26 24

2926

29

2227 26 25 25 25

27 25 27

82 81 81 80 83 80 81 80 79 78 79 80 82 83 78 79 79 7974 73 72 73 75 74 75 72 73 70 70 71 69

72 7370

6669

96 8 8 8 9 7 6 5 8 6 5 6 6 8 6 6 5 12 11 12 12 13

12 10 11 117 6 7 7 7 6 5 5 6

100

80

60

40

20

0

20

40

60

80

100

05 06 07 08 09 10 11 12 13 05 06 07 08 09 10 11 12 13 05 06 07 08 09 10 11 12 13 05 06 07 08 09 10 11 12 13

%


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

POOR JOB

GOOD JOB

Now wed 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?

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 17 23 24 22 24 21 21 25 30 25

BROADCAST PROGRAMS THATREFLECT AUSTRALIAN CULTURAL

DIVERSITY

ENCOURAGING / PROMOTINGAUSTRALIAN PERFORMING

ARTS

INNOVATIVE EFFICIENT / WELLMANAGED

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

40

FIGURE 22




NEITHER / DONT KNOW


41/42

41

4.7 News and current affairs being balanced

and even handed

Perceptions about balance and even-handedness in reporting were

explored in more detail among viewers and listeners1 of the ABCs

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 45 percent of viewers/listeners believe it does a 'very

good job'.

Nonetheless the last few waves have seen a small negative shift in

sentiment in relation to the 7pm News, with slightly fewer thinking the

program does a good job, and slightly more thinking it does a poor job

of being balanced and even-handed.

Compared with last year, there has also been a small drop in the number

ofAM/PM listeners who feel the program does a good job, and a small

increase in the number of7.30 viewers and World Today listeners who

feel the respective programs do a poor job.

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

ABC program does a good / poor job


42/42

4349

43 4144

40

48 46 4743 44 45 41

45 42 45 3943 44 41 39 41

3640

44 42 44 44 42 40 42 38 3946

41 45

94 95 95 94 96 95 94

92 91 9193

89 90 90 88 90 87 87 88 8982 85

89 85 87 90 85 88 85 83 8388 86 85 84 85

3 2 3 3 2 3 3 4 5 5 4 7 6 6 84 6 7

2 2 4 3 1 3 4 2 4 1 1 3 2 1 2 1 3

100

80

60

40

20

0

20

40

60

80

100

05 06 07 08 09 10 11 12 13 05 06 07 08 09 10 11 12 13 05 06 07 08 09 10 11 12 13 05 06 07 08 09 10 11 12 13

%


p g g / p jof 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 andeven handed when reporting news and current affairs. Firstly

BASE: AGED 14+ NATIONALLY: WATCH / LISTEN TO SPECIFIC PROGRAM:

ABC 7PM NEWS (n=1339, 1331, 1340, 1305, 1324, 1284, 1126, 1082, 1053), 7.30 (n=1285, 1270, 1237, 1266, 1261, 1231, 1046, 998, 1004),

AM / PM (n=694, 638, 690, 627, 681, 728, 679, 613, 647), WORLD TODAY (n=529, 487, 516, 500, 540, 540, 509, 432, 481)

GOOD JOB

POOR JOB

Total good

Verygood

Total poor

Very poor

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

3 3 2 3 2 3 3 4 4 4 3 4 5 4 4 5 7 6 10 9 15 13 10 12 9 8 10 12 13 14 15 11 11 15 15 12

#PRIOR TO 2011 KNOWN AS 7:30 REPORT

NEITHER / DONT KNOW

FIGURE 23




POOR JOB

* LESS THAN 0.5 PERCENT

*

newspoll abc 2013

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