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Tuesday, 27 November 2018
Page: 11748

Department: Market research and associated services

(Question No. 1099)


Mr Keogh asked the Minister representing the Minister for Communications and the Arts in writing, on 12 September 2018:

What sum was spent by the Minister's department and agencies on market research and associated services 2017-18, and what policy areas did this inform.


Mr Fletcher: The answer to the member's question is as follows:

Department of Communications and the Arts

Departmental expenses of $128,706 (GST excl.) were incurred for market research and associated services over the period 1 July 2017 to 30 June 2018 to provide assessments and analysis on consumers and industries in the digital economy.

Australia Council

The total figure spent on market research in financial year 2017-18 by the Australia Council for the Arts was $121,592. The Council has a legislative mandate to conduct and commission research about the arts, and to evaluate the impact of the Council's support. Market research assists us in providing this analysis.

Australia Postal Corporation

Approximately $2.6 million was spent on market research and associated services in 2017-18. This research predominantly related to customer sentiment and metrics.

Australian Broadcasting Corporation

Market research relates mainly to amounts the Australian Broadcasting Corporation (ABC) pays to be included in the OzTam Ratings as well as to amounts paid to Newspoll and Nielsen Online for audience related information associated with ABC content. This expenditure does not inform any policy areas of Government. ABC spend on market research and associated services for financial year 2017-18 amounted to $5.6 million.

Australian Communications and Media Authority and Office of the eSafety Commissioner

The Australian Communications and Media Authority (ACMA) including the Office of the eSafety Commissioner (OeSC) spent $1.49 million on market research and associated services during the 2017-18 year (refer to page 192 of the 2017-18 ACMA Annual Report). Of this amount $569,569 was spent by the OeSC to inform online safety policy related matters, and $921,109 was spent by the ACMA to inform communications and media policy and regulatory matters.

Australian National Maritime Museum

The Australian National Maritime Museum spent $79,400 on market research activities during the 2017-18 financial year. This research was primarily undertaken to further inform the museum's understanding of its existing and potential customer base for purposes including exhibition development, marketing and campaigns, and to identify commercial opportunities related to the museum's site.

Museum of Australian Democracy

The Museum of Australian Democracy spent $36,231 on market research and associated services in 2017-18. This was for Civics education ($18,031) and public access to the Museum and civics education ($18,200).

National Gallery of Australia

$110,000 was spent on market research and media monitoring for the National Gallery of Australia.

National Library of Australia

While the Library is not a policy agency, it does on occasions draw on marketing and communication services to inform our program and service delivery arrangements. Interpreting 'market research and associated services' in the QON broadly, relevant expenditure in 2017-18 included:

services provided by Content Group to develop communications relating to the Library's Digital Library Infrastructure Replacement Program (DLIR) - $20,000

services provided by Objective Digital Holdings to undertake Customer Experience Research relating to Trove - $67,330.00

monthly media monitoring services provided by iSentia - $24,000.

National Museum of Australia

The National Museum of Australia spent a total of $71,695 on market research and associated services in 2017-18. The amounts were spent on visitor evaluation studies.

NBN Co Limited

In 2017-18, NBN Co spent $5.21 million on market research. As a Government Business Enterprise, market research is conducted to inform NBN Co's commercial and community activities, and not to inform government policy.

Screen Australia

Screen Australia spent $195,000 on market research organisations during 2017-18. Ratings, demand and release data informs policy advice on audience demand and consumption of Australian screen content and the impact of new technologies and platforms, such as digital delivery, on the Australian screen sector and audiences.

Special Broadcasting Service

For 2017-18, Special Broadcasting Service (SBS) spent $466,424 on market research and associated activities.

The policy areas informed by this research included:

audience behaviours (including new migrant, multicultural and First Nations audiences) in the media industry, and engagement with SBS; and

user experience of SBS digital platforms

Australian Film, Television and Radio School - Nil

Creative Partnerships Australia - Nil

Bundanon Trust - Nil

National Film and Sound Archive - Nil

National Portrait Gallery of Australia - Nil