Agenda item

The Committee heard an update from The Audience Agency, noting the following points:

-        Significant amounts of data have been analysed from a range of data sources including panel surveys;

-        10% of visitors to the City come specifically for the cultural offer;

-        12% of visitors to the City are international visitors;

-        A large-scale panel survey revealed differences between different audiences seeking ‘hidden gem’ offers and those seeking high-profile offers;

-        Indicative findings on City workers’ responses to the cultural offer are valuable;

-        A large proportion of City residents (over 80%) are highly engaged in the City’s cultural offer;

-        Stage 3 and 4 of the research are in progress that will result in a final report that matches findings with priorities together with a top-line audience strategy; and

-        Audience segmentation data suggests that there are nine different people groupings covering various levels of engagement.

A Member asked for an assessment of the appeal of a programme like Sculpture in the City to specific audiences. The meeting heard that the programme is likely to appeal to several audience segments, and that communication could be differentially targeted to those groups.

Commenting on the ‘metro-cultural’ element of City residents, a Member commented that many residents on the City’s periphery do not have the spending power of those highly engaged residents. The meeting heard that less wealthy and less engaged residents are more receptive to community-driven initiatives and outdoor arts events, and these residents were involved in the research.  

A Member asked for more information on the international visitors. The Committee heard that research undertaken by the London Museum and Destination City is available on those visitors, and that indicative information on those visitors using existing data will be encompassed in any final report.

A Member asked for clarity on how any specific group could be targeted. The meeting noted that information on target audiences is expected to support communication strategies.