Helping BBC Wales enhance its understanding of audiences across Wales and monitor trends over time


Why the client needed the research
Audience research is at the heart of BBC planning and influences all its output.  For many years, BBC Wales has obtained robust quantitative data on audiences in Wales (across TV, radio and online platforms) from two tracking surveys run by Beaufort: the first amongst a representative sample of adults across Wales, and the second amongst a sample of adults who speak or understand Welsh.

Both surveys are designed to deliver reliable information on perceptions, awareness and usage of the media in Wales, to complement other internal and external sources, as well as to track aspects of BBC Wales’ output and public perceptions over time, to build a full and rounded picture of its performance in relation to its competitors.

Beaufort has been running the tracking surveys since the 1990s.

Our approach
Interviewing on both surveys is conducted in-home using CAPI (Computer Aided Personal Interviewing) technology.  Sample sizes range between 750 and 1,400 per wave, with interviews lasting for around 40 minutes on average and covering a range of areas, including general approval for BBC and BBC Wales, perceptions of BBC Wales and other TV channels, radio listening and perceptions of Radio Wales and Radio Cymru, ownership and usage of technology, and usage, awareness and perceptions of key programmes.

The Welsh Speakers Tracking survey is carried out by a completely bilingual interviewer team, with a choice of language (English or Welsh) offered to all respondents and 70% of those taking part choosing to complete at least part of the interview in the Welsh language.

The outcome
The tracking surveys provide BBC Wales with robust primary data on audiences in Wales and a comprehensive picture of its English and Welsh language content.  The research helps the Audience Research team deliver understanding and recommendations to internal clients to inform a variety of decisions about BBC output on TV, radio and online. It also supplies insight and understanding of the media marketplace and general consumption patterns, and helps to stimulate discussion on the audience in Wales, with the aim of improving existing output or generating new ideas.