Science Content & Audiences
1 Contents
• Definition of Science • ABC Science • Catalyst: Case study • Science Education • Science on FTA TV • Science on Pay TV • Science Online • Science Readership & Opinions • Ad hoc research: Science & the Media • Appendix
1 How is Science Defined?
The term ‘Science’ encompasses a broad range of disciplines and topics. For the purpose of this document, we have defined Science by the genres listed below. Each genre includes, but is not limited to, a number of subgenres:
• Ancient Worlds – Anthropology & Sociology; Archaeology; Dinosaurs; Evolution; Palaeontology • Being Human – Anatomy; Anthropology & Sociology; Mental Health; Neuroscience; Psychology • Energy & Transport – Air transport; Alternative energy; Engineering; Nuclear issues; Transport • Environment & Nature – Animals; Botany; Climate Change; Earth Sciences; Oceans & Reefs • Health & Medical – Diet & Nutrition; Diseases & Disorders; Exercise & Fitness; Medical Research • Innovation & Technology – Biotechnology; Internet; Inventions; Nanotechnology; Physics • Space & Astronomy – Space Exploration; Planets & Asteroids; Telescopes; Galaxies
2 Science Programming in Australia
• On Television, there is a diverse range of science content available within the science genre - from programs produced specifically for a school aged audience; to programs crossing science content with entertainment; to factual documentaries with a more serious tone. • Each network broadcasts some form of science content, both on the primary and multi channels. • In 2012 on ABC TV: – ABC1 screened approximately 400 hours of science related content – ABC2 screened approximately 160 hours of science content – ABC3 screened approximately 500 hours of science content – ABCN24 screened approximately 120 hours of science content
• On Pay TV there are dedicated channels covering science related content: Animal Planet, BBC Knowledge, Discovery, Discovery Home & Health, Discovery Science, National Geographic & Nat Geo Wild. • ABC Radio delivers the majority of radio science content in Australia with Radio National & triple j delivering locally produced content & NewsRadio providing content from Deutsche Welle in Germany and BBC World Service. • A number of websites are dedicated to delivering science related content with ABC Science (inc. Health & Wellbeing) among the top 10 sites to reach Australian audiences.
– ABC Science content/topics/stories are covered by many sections within ABC Online including: Science; Health & Wellbeing; Technology & Games; Environment; Rural; News (incl. BTN); ABC Television & Splash
3 ABC Science
4 ABC Science Personalities
Dr Karl is one of the most recognisable faces in science. Dr Karl explains science as you've never heard it before each week on Great Moments in Science and his regular Science journalist and Thursday morning broadcaster Robyn Williams segment on triple j. presents Radio National's The Science Show and Ockham's Razor.
Ruben Meerman has appeared on ABC’s Catalyst and The Experimentals but is widely known for his appearance on ABC3 as The Surfing Scientist.
The team from Catalyst, the ABC’s long running, dedicated science program. Thursdays 8pm, ABC1 5 2012 – Top Science Programs ABC1 5 City Metro
In 2012, ABC1 broadcast approximately 400 hours of science related content. A large proportion of this content fell into the ‘Environment & Nature’ and ‘Innovation & Technology’ genres.
Programs in bold are Australian 6 Source: OzTAM 5 City Metro Consolidated data, Total People 2012 2013 ytd – Top Science Programs ABC1 5 City Metro
In 2013, the top science programs on ABC1 were from the ‘Environment & Nature’, ‘Innovation & Technology’ and ‘Ancient Worlds’ genres.
Programs in bold are Australian 7 Source: OzTAM 5 City Metro Consolidated data, Total People (wks 1-30 2013) 2012 – Top Science Programs ABC2 5 City Metro
In 2012, ABC2 broadcast approximately 160 hours of science related content. A large proportion of this content fell into the ‘Being Human’ genre (including psychology, mental health and sociology programs).
Programs in Bold are Australian 8 Source: OzTAM 5 City Metro Consolidated data, Total People (wks 1-52 2012) 2013 – Top Science Programs ABC2 5 City Metro
As was the case in 2012, this year to date the top science programs on ABC2 are from the ‘Being Human’ and ‘Health & Medical’ genres.
Programs in bold are Australian 9 Source: OzTAM 5 City Metro Consolidated data, Total People (wks 1-30 2013) 2012 – Top Science Programs ABC News 24 5 City Metro
• In 2012, ABC News 24 broadcast approximately 120 hours of science related content. • Programs covered a range of science genres, including Health, Environment & Nature and Innovation & Technology
Programs in bold are Australian 10 Source: OzTAM 5 City Metro Consolidated data, Total People (wks 1-52 2012) 2013 – Top Science Programs ABC News 24 5 City Metro
• In In 2013 to date, the top ranked science programs on ABCN24 is similar to 2012, with the ‘Quarter” series dominating the rankings.
Programs in bold are Australian 11 Source: OzTAM 5 City Metro Consolidated data, Total People (wks 1-30 2013) On the radio & online: Sunday 5-5.30pm & Mon 1-1.30pm • 2012 to 2013: Ave. weekly reach up by 58,000 listeners - real growth. • 2013 ytd: 37% of listeners are 25-54, 62% are 55+. 58% female 10+. • 2013 ytd: Highest reach (%) in Mel (0.9%), lowest Adel (0.4%). • 2012 to 2013: Average monthly visits to /bodysphere website currently up by nearly 1,000.
12,400 (2013 ytd)
11,600 (2012)
2012 2013 ytd
12 Source: Nielsen - All Radio data is 5 City Metro, Ppl 10+ (No Survey 1 in 2011 due to the Brisbane floods). Webtrends data is to June 2013. On the radio & online: Weekdays 11am-12noon • 2012 to 2013: Ave. weekly reach down by 3,000 listeners - no real decline. • 2013 ytd: 36% of listeners are 25-54, 61% are 55+. 63% females 10+. • 2013 ytd: Highest reach (%) in Adel (1.2%), lowest Syd (0.8%). • 2012 to 2013: Average monthly visits to /bushtelegraph site currently up by 2,700.
38,700 (2013 ytd)
42,400 (2012)
2013 ytd 2012
13 Source: Nielsen - All Radio data is 5 City Metro, Ppl 10+ (No Survey 1 in 2011 due to the Brisbane floods). Webtrends data is to June 2013. On the radio & online: Sat 12md-1pm & Mon 2-3pm • 2012 to 2013: Ave. weekly reach down 6,000 listeners – real decline. • 2013 ytd: 36% of listeners are 25-54, 63% are 55+. 57% are females 10+. • 2012 to 2013: Average monthly visits to /science show website currently up by 5,500.
155,500 (2013 ytd)
142,500 (2012) 2013 ytd 2012
14 Source: Nielsen - All Radio data is 5 City Metro, Ppl 10+ (No Survey 1 in 2011 due to the Brisbane floods). Webtrends data is to June 2013. On the radio & online: Mon 5.30-6pm & Tues 5.30-6am • 2012 to 2013: Ave. weekly reach up 8,000 listeners - no real increase in audience. • 2013 ytd: 39% of listeners are 25-54 & 61% are 55+. 55% are females 10+. • 2012 to 2013: Average monthly visits to /healthreport website currently up by 8,500.
93,500 (2013 ytd)
89,800 2010 (2012)
2013 ytd 2012
15 Source: Nielsen - All Radio data is 5 City Metro, Ppl 10+ (No Survey 1 in 2011 due to the Brisbane floods). Webtrends data is to June 2013. On the radio & online: Sunday 5-5.30pm & Mon 1-1.30pm • 2012 to 2013: Ave. weekly reach up by 7,000 listeners - slight real growth. Back to 2011 level. • 2013 ytd: 37% of listeners are 25-54, 62% are 55+. 58% are females 10+. • 2013 ytd: Highest reach (%) in Mel (0.9%), lowest Adel (0.4%). • 2012 to 2013: Average monthly visits to /allinthemind website currently up 1,700.
125,500 (2013 ytd)
112,300 (2012)
2012 2013 ytd
16 Source: Nielsen - All Radio data is 5 City Metro, Ppl 10+ (No Survey 1 in 2011 due to the Brisbane floods). Webtrends data is to June 2013. On the radio & online: Sunday 7.45-8am • 2012 to 2013: Ave. weekly reach up by 26,000 listeners - real growth. Back to 2011 level. • 2013 ytd: 27% of listeners are 25-54, 70% are 55+. 64% are females 10+. • 2013 ytd: Highest reach (%) in Mel (0.8%), lowest Perth (0.5%). • 2012 to 2013: Ave. monthly visits to /ockhamsrazor website currently up by just under 4,000.
53,000 (2013 ytd)
54,900 (2012)
2013 ytd 2012
17 Source: Nielsen - All Radio data is 5 City Metro, Ppl 10+ (No Survey 1 in 2011 due to the Brisbane floods). Webtrends data is to June 2013. On the radio & online: Sat 1.30-2pm & Sun 6.30-7am • 2012 to 2013: Ave. weekly reach up 8,000 listeners - no real growth. • 2013 ytd: 23% of listeners are 25-54, 76% are 55+. 60% are females 10+. • 2013 ytd: Highest reach (%) in Adel (0.9%). • 2012 to 2013: Average monthly visits to /offtrack website currently down 300.
7,300 (2013 ytd)
6,900 (2012) 2012 2013 ytd
18 Source: Nielsen - All Radio data is 5 City Metro, Ppl 10+ (No Survey 1 in 2011 due to the Brisbane floods). Webtrends data is to June 2013. On the radio & online: Sun 11.30am-12noon & Sat 5.30-6am • 2012 to 2013: Ave. weekly reach down 9,000 listeners - slight real decline. Down on 2011. • 2013 ytd: 24% of listeners are 25-54, 74% are 55+. 65% are females 10+. • 2012 to 2013: Average monthly visits to /futuretense website up by just under 9,000.
35,300 (2013 ytd)
29,400 (2012) 2013 ytd
2012
19 Source: Nielsen - All Radio data is 5 City Metro, Ppl 10+ (No Survey 1 in 2011 due to the Brisbane floods). Webtrends data is to June 2013. On the radio & online: Thursday 11am-12noon • 2012 to 2013: Ave. weekly reach up 8,000 listeners - real increase. • 2013 ytd: 76% of listeners are 18-39, 23% are 40+. 63% males 10+. • 2013 ytd: Highest reach (%) in Perth (2.7%), lowest Syd (1.3%). • 2012 to 2013: Average monthly visits to /drkarl site currently steady.
273,500 (2013 ytd)
301,700 (2012) 2011 2012 2013 ytd
Source: Nielsen - All Radio data is 5 City Metro, Ppl 10+ (No Survey 1 in 2011 due to the Brisbane floods). Webtrends data is to June 2013. 20 Note: Monthly Ave Podcasts includes all Dr Karl podcasts ABC Science Podcasts
21 Source: Webtrends Average Visitors per day /science Jan 2012-June 2013
22 Source: Webtrends Monthly Visits /science Jan 2012-June 2013
23 Source: Webtrends Top 10 pages /science Jan-Jun 2013
24 Source: Webtrends Which search phrases drove the most traffic to ABC Science Online?
Jan-June 2013
25 Source: Webtrends Visits from referring domains /science Jan-Jun 2013
26 Source: Webtrends Visits by Country /science Jan-Jun 2013
27 Source: Webtrends Top stories by Country /science Jan-Jun 2013
28 Source: Webtrends Top Facebook posts, ABC Science, Jan-June 2013
29 Source: Webtrends, ranked by Engaged Users: Unique users who have clicked anywhere on your post. Top tweets, ABC Science
30 Source: Webtrends, ranked by Total Engagements: Sum of Retweets & Replies Average Visitors per day /health Jan 2012-June 2013
31 Source: Webtrends Monthly Visits /health Jan 2012-June 2013
32 Source: Webtrends Top 10 pages /health Jan-Jun 2013
33 Source: Webtrends Which search phrases drove the most traffic to ABC Health & Wellbeing Online?
Jan-June 2013
34 Source: Webtrends Top Facebook posts, ABC Health & Wellbeing, Jan-June 2013 Jan-June 2013
35 Source: Webtrends, ranked by Engaged Users: Unique users who have clicked anywhere on your post. Top tweets, ABC Health & Wellbeing
36 Source: Webtrends, ranked by Total Engagements: Sum of Retweets & Replies Monthly Visits /technology Jan 2012-June 2013
37 Source: Webtrends Top 10 pages /technology Jan-Jun 2013
38 Source: Webtrends, only /technology pages included Monthly Visits /environment Jan 2012-June 2013
39 Source: Webtrends Top 10 pages /environment Jan-Jun 2013
40 Source: Webtrends Rural Homepage & top science related pages /rural Jan-May 2013
41 Source: Webtrends. Data for June 2013 not included due to updates made to the URL structure which affected data collection
Catalyst: Case study
42 Catalyst is ABC1’s regular dedicated science program.
Catalyst is a program that sees science as a dynamic force changing our world. Each week Catalyst brings you stories from Australia and around the world.
Our passion to meet scientists at the forefront of discovery is matched by our fascination with science breakthroughs however big or small.
Science changes all our lives.
For better or worse, we are committed to showing you what our future holds
43 • Launched in 2006, Catalyst is broadcast Thursday nights at 8pm on ABC1. • In 2012, Catalyst reached an average of 1.2 million first-run viewers each week (combined Metro + Regional). • The chart below demonstrates 5 city metro average audience and Total TV share for the series since 2006.
•In 2012, viewing was evenly balanced between Ave Audience Catalyst Men & Women Total TV Share % ABC1, Thursday 8pm 5-City Metro •The majority of viewers Average Audience & Total TV Share % (89%) were aged 40+ 1,000 16.9 18.0 16.2 900 15.5 16.0 13.7 13.9 13.8 800 14.0 700 11.3 11.5 12.0 600 9.4 10.0
Thousands 500 8.0 400 6.0 300 200 4.0 100 2.0 918 883 767 768 845 748 649 565 665 0 0.0 2004 2005 2006 2007 2008 2009 2010 2011 2012 (41 Eps) (40 Eps) (35 Eps) (39 Eps) (40 Eps) (32 Eps) (31 Eps) (32 Eps) (25 Eps)
44 Source: OzTAM & RegionalTAM consolidated data 2006-2012; reach based on 5 minutes consecutive viewing • In 2012, Catalyst recorded a total of 254,000 plays of full episodes via ABC iview, averaging 10,000 plays per episode.
• Of the total iview plays, 66% were viewed via the iview website, 21% were viewed via iOS (iPads, iPhones, iPods) and 6% were viewed via Sony Bravia TVs.
• The top episodes viewed via iview include: – Ep 1 (Psychopath in the Family; Antarctic Broadband; Universal Motion Simulator) – Ep 5 (The Trouble with Sex) – Ep 13 (Mobile Phone Risks; Mars Curiosity; Sitting is Deadly; Coffee Spill) – Ep 25 (Taking Our Temperature).
Catalyst Website • In 2012, the Catalyst website was the 5th most visited ABC TV program website.
• abc.net.au/catalyst recorded 774,000 visits and 2.3 million page views in 2012 (excluding the blog). This represents a 46% increase in visits and a 36% increase in page views from 2011 (Feb-Sept).
• In 2012, there were 123,000 streams of Catalyst segments via the program website. 45 Source: Webtrends 2012 Monthly Visits /catalyst (ABC TV Science) Jan 2012-June 2013
46 Source: Webtrends Top 10 pages /catalyst (ABC TV Science) Jan-Jun 2013
47 Source: Webtrends Top Facebook posts, ABC Catalyst, Jan-June 2013
48 Source: Webtrends, ranked by Engaged Users: Unique users who have clicked anywhere on your post. Science Education
49 2013 – Top Science Programs ABC3 5 City Metro
• Made specifically for a school aged audience, Children's science programming is often animated and approaches the topic with a lighter tone. • Programs based on Animals feature prominently among the top science programs on ABC3. • There is a high rate of repeat for children's programs – so there are fewer science programs, repeated more often.
In 2013 to date, ABC3 has broadcast approximately 320 hours of children's science related content.
Programs in bold are Australian 50 Source: OzTAM 5 City Metro Consolidated data, Total People (wks 1-30 2013) Science Education Programs on ABC1
In 2012, ABC1 broadcast approx 100 hours of ABC1 broadcasts educational science programming as part of The ABC educational science Schools Television Service. This service covers programming suitable for content lower primary to upper secondary school students and is broadcast on ABC1 from 10am-11am weekdays. Note that viewing in schools is not captured in the ratings data.
51 Note that ratings are below our reporting threshold as only in-home viewing is included in the ratings data. Viewing in schools is not captured. Source: OzTAM 5 City Metro Consolidated data, Total People (wks 1-30 13) Science Education Programs on ABC Online
Monthly Visits /btn Jan 2012-June 2013
52 Source: Webtrends. Note – School holiday periods: End Mar-22 Apr, End Jun-Mid Jul, End Sep-Early Oct, End Dec-End Jan BTN Homepage & top science related pages /btn Jan-Jun 2013
53 Source: Webtrends ABC Education Site
Monthly Visits splash.abc.net.au Jan-June 2013
54 Source: Webtrends. Note – School holiday periods: End Mar-22 Apr, End Jun-Mid Jul, End Sep-Early Oct, End Dec-End Jan ABC Education Site
Splash Homepage & top science related pages splash.abc.net.au Jan-Jun 2013
55 Source: Webtrends. *The user login page results in a small percentage of page refreshes to the Splash – Homepage
Science Education Programs on Free-to-air TV
In 2012 there was approximately 280 hours of educational science content for children broadcast across the FTA channels (including digital channels)*
The most watched programs were:
Broadcast on Channel Ten, Scope is half an hour of fast, funny and informative scientific entertainment for children aged 8-14 years. • Total People average audience of 182,000 (36 eps in 2012)
Broadcast on Channel Ten, Totally Wild brings you the latest in action, adventure and wildlife from Australia and around the world. • Total People average audience of 172,000 (159 eps)
Broadcast on GO!, Brainiacs brings science to your living room. •Total People average audience of 36,000 (31 eps in 2012)
*Excluding ABC Channels 56 Source: OzTAM 5 City Metro Consolidated data, Total People (wks 1-52, 2012) Science ON FREE-TO-AIR TV
Science related programs on the free-to-air networks often fuse educational content with an entertainment tone.
Programs from all genres are represented, however ‘Being Human’, ‘Health & Medical’ and ‘Environment & Nature’ categories feature prominently.
57 SEVEN 2013 ytd: Top 20 Sciences Programs
This year to date, the top ranked science programs on Seven are from the following genres: •Health & Medical •Environment & Nature •Energy & Transport
58 Programs in bold are Australian Source: OzTAM 5 City Metro Consolidated data, Total People (wks 1-30 2013) NINE 2013 ytd: Top 20 Science Programs
This year to date, the top ranked science programs on Nine are from the following genres: •Energy & Transport •Environment & Nature
59 Programs in bold are Australian; Audiences under 30,000 should be used with caution Source: OzTAM 5 City Metro Consolidated data, Total People (wks 1-30 2013) TEN 2013 ytd: Top 20 Sciences Programs
‘Environment & Nature’ proved to be popular science content on Ten, with David Attenborough and Totally Australia documentaries dominating the rankings.
60 Programs in bold are Australian Source: OzTAM 5 City Metro Consolidated data, Total People (wks 1-30 2013) SBS ONE 2013 ytd: Top 20 Sciences Programs
A wide variety of documentaries featured on SBS One in 2013 to date, covering the range of science genres, from ‘Health & Medical’ and ‘Ancient Worlds’, to ‘Environment & Nature’.
61 Programs in bold are Australian Source: OzTAM 5 City Metro Consolidated data, Total People (wks 1-30 2013) Free-to-Air Digital Channels 2013 ytd: Top 20 Sciences Programs
Science Programming on the FTA digital channels often take a lighter approach to the subject matter, merging science content with light entertainment.
62 Programs in bold are Australian Source: OzTAM 5 City Metro Consolidated data, Total People (wks 1-30 2013) Science ON Pay TV
63 64 • 31% of Households in the 5 metro cities have Pay TV in 2013*. • The science channels on Pay TV reach an average of 1.7 million people each week in 2013 ytd, or 10.7% of the metro population. This is steady with 2012.
Essentials Package - $47 per month
Documentary and
Adventure Package 3 packs: $25 per month 2 packs: $20 per month Drama and Lifestyle 1 pack: $15 per month Package
Kids and Music Package
65 *based on Q3 2013 Universal Estimates; Source OzTAM metro data. Reach based on 5 minutes consecutive data National Geographic
Mel Bris 4.1% Average Weekly Reach 4.6% Ave • 4.3% of Metro population (4.2% in 2012) SYD Weekly Reach Ade • 5% of Ppl 50+ and 5.4% of Men 4.7% 3.2% Per 3.7%
Top Programs
• The 80s: Lift Off (22,000) • Aryan Brotherhood (21,000) • Taboo: Extreme Bodies (21,000) • Secret History of UFOs (18,000) • Alien Invasion (17,000)
66 Source: OzTAM metro consolidated data, Wks 1-30 2013 Nat Geo WILD
Mel Bris 1.7% Average Weekly Reach 2.1% Ave • 1.9% of Metro population (2% in 2012) SYD Weekly Reach Ade • 2.4% of Ppl 50+ and 2.2% of Men 2.2% 1.5% Per 1.6%
Top Programs
• Wet and Wild: Orca: Killing School (13,000) • Big Cat Week: Cheetah: Fatal Instinct (12,000) • Croc Ganglands (10,000) • Big Cat Week: American Tiger (9,000) • Alien Crab (8,000)
67 Source: OzTAM metro consolidated data, Wks 1-30 2013 Discovery Channel
Mel Bris 4.3% Average Weekly Reach 5.4% Ave • 4.6% of Metro population (4.7% in 2012) SYD Weekly Reach Ade • 4.7% of Ppl 0-49and 5.6% of Men 5% 3.6% Per 4%
Top Programs
• Oprah Winfrey and Lance Armstrong (62,000) • Live: Skywire Live with Nik Wallenda (26,000) • Dirty Jobs Down Under (25,000) • Alien Invasion: Are We Ready? (20,000) • Deadliest Catch: The Bait (16,000)
68 Source: OzTAM metro consolidated data, Wks 1-30 2013 Discovery Science
Mel Bris 1.8% Average Weekly Reach 2.2% Ave • 1.8% of Metro population (1.7% in 2012) SYD Weekly Reach Ade • 2% of Ppl 50+ and 2.3% of Men 1.8% 1.6% Per 1.2%
Top Programs
• Oprah Winfrey and Lance Armstrong (6,000) • Bermuda Triangle Exposed (6,000) • One Step Beyond (5,000) • How the Universe Works (5,000) • How it’s Made (4,000)
69 Source: OzTAM metro consolidated data, Wks 1-30 2013 BBC Knowledge
Mel Bris 3.2% Average Weekly Reach 3.4% Ave • 3.4% of Metro population (3.3% in 2012) SYD Weekly Reach Ade • 4.2% of Ppl 50+ and 4% of Men 3.9% 2.9% Per 2.8%
Top Programs
• Top Gear: Africa Special Part 2 (24,000) • Orbit: Earth’s Extraordinary (23,000) • Uncovered: Inside Facebook (23,000) • Top Gear: Africa Special Part 1 (21,000) • Stephen Fry’s Greatest Gadgets (19,000)
70 Source: OzTAM metro consolidated data, Wks 1-30 2013 Home & Health
Mel Bris 1.4% Average Weekly Reach 1.3% Ave • 1.5% of Metro population (1.3% in 2012) SYD Weekly Reach Ade • 1.7% of Ppl 0-49 and 2.1% of Women 1.9% 1.4% Per 0.9%
Top Programs
• Oprah Winfrey and Lance Armstrong (14,000) • Medical Anomalies (7,000) • 600 Pound Mom (5,000) • One Too Many (4,000) • Growing Up Tiny: Kenadie’s Next Chapter (4,000)
71 Source: OzTAM metro consolidated data, Wks 1-30 2013 Animal Planet
Mel Bris 1.4% Average Weekly Reach 1.7% Ave • 1.6% of Metro population (1.9% in 2012) SYD Weekly Reach Ade • 1.9% of Ppl 50+ and 1.7% of Women 1.9% 1.5% Per 1.4%
Top Programs
• Finding Bigfoot: Secrets of the Search (6,000) • Pet Week: America’s Cutest Dog (5,000) • Pet Week: World’s Cutest (4,000) • Mermaids: The Body Found (4,000) • Pet Week: Too Cute (4,000)
72 Source: OzTAM metro consolidated data, Wks 1-30 2013 Science Online
73 Online Average Monthly Reach (000s) & Active Reach (%)
Selected Science Websites Sep 2011–Jun 2013
Source: Nielsen Online Ratings – Hybrid, Ppl 2+, Australia 74 Note: Only sites with reach of 100K+ included as insufficient sample size for other science sites
Online Audience Profiles
Selected Science Websites April - Jun 2013
75 Source: Nielsen Online Ratings – Hybrid, Ppl 2+, Australia – Profile is indicative as some age groups have very small sample Science Readership & Opinions
Australians 14+ Nielsen Consumer & Media View
76 MAGAZINES Average Issue Readership
In the last 12 months, People say they have read:
1% 3% 8% (97,000) (444,000) (1 million)
2% 6% (219,000) (840,000)
77 Source: Nielsen, Consumer & Media View, S4 2013 MetroNOL 4-way. Based on 5 City metro population 14+ NEWSPAPER SECTIONS
‘Of people living in the 5 cities, what percentage read:’ 12% read 17% read ‘Environment’ Sections ‘Science & Technology’ Sections
16% read ‘Computing’ Sections
78 Source: Nielsen, Consumer & Media View, S4 2013 MetroNOL 4-way. Based on 5 City metro population 14+ OPINIONS
% People who agree/strongly agree with the following statements: 21% 76% ‘I believe the world is 47% 64% ‘I love to use my a better place now ‘I try to keep up ‘I am concerned for mind and think than it was a decade with technology’ the environment’ about things’ ago’
26% 53% 66% ‘When new technology ‘I am attracted ‘Technology & comes out I am usually to new ideas’ Computers make my quick to try it’ life easier’
79 Source: Nielsen, Consumer & Media View, S4 2013 MetroNOL 4-way. Based on 5 City metro population 14+ Science Research Science & the Media
80 The ANU Poll Public Opinion About Science
• The Australian National University’s ANU Poll is a regular survey of Australian public opinion on matters of national importance. The eighth ANU Poll was published in December 2012. • Main findings: – The poll found that Australians would prefer to hear about health issues, medical discoveries and the environment in their news bulletins. – The poll also found that the public felt poorly informed about science, are confused about climate science, and think politicians are too easily swayed by media reaction when they should be listening to scientists.
• The chart below details the public level of interest in social topics. It shows that Australians were more interested in news about health issues, new medical discoveries, environmental issues, new scientific discoveries and new inventions and technologies than sports news, politics or film.
81 Source: The Australian National University ANU Poll, Public opinion about Science, December 2010; N=1,200 respondents The ANU Poll Public Opinion About Science
Other key findings from the ANU Poll include: • 45% of respondents felt poorly informed about science • Australians are proud of Australian Science, with 60% believing it to be above average or the best in the world • Australians believe that scientists, doctors, engineers, teachers, police and the military make a significant contribution to society, but are less positive about priests, politicians and journalists. • The Australian public remains divided and unsure about climate science, both in terms of what climate scientists think is happening with climate change, and its cause. • Australians feel that politicians do not properly consider scientific advice.
82 Source: The Australian National University ANU Poll, Public opinion about Science, December 2010; N=1200 respondents The Pew Research Centre Scientific Achievements Less Prominent Than A Decade Ago
• In 2009, The Pew Research Centre for People & Press in collaboration with the American Association for the Advancement of Science, surveyed opinions about science among both the general public (2,000 respondents) and scientists (2,500). • Research showed that the consensus among the general public and scientists was that the most important achievements in science relate to the advancements in medicine & health. This is compared to just 7% of the public who rate communications or computer technology as significant achievements in science. • Both groups agreed that government investment was essential for scientific progress. • The public hold scientists in high regard when compared alongside members of other professions (with the exception of teachers and the military which where the only groups held in higher esteem).
• Scientists, however, are not as complementary towards the public or towards news media: – 85% see a lack of scientific knowledge among the public as a major problem for science. They also deem the public to have unrealistic expectations regarding the speed of scientific achievements. – Scientists say the news media have done a poor job educating the public. – 48% think over simplication of scientific findings is a major problem.
83 Source: The Pew Research Centre, Scientific Achievements Less Prominent Than a Decade Ago, July 2009
Engaging the World Science Communication in Australia and New Zealand
• In May 2010, Questacon, The National Science & Technology Centre and anzSKA produced a portfolio demonstrating the strengths of Australia and New Zealand in Science Communication. • The case studies highlight the strength of Australian & New Zealand science research & communication through: – The power of imagination, illuminating the world with great hopes and new possibilities – Infrastructure – new technology, online engagement, exhibitions. – Engaging with the future - Fostering a culture of excellence & confidence in the fields of science, engineering and maths & technology to encourage and inspire future generations of scientists. – Storytelling – sharing scientific history as well as new discoveries through new media avenues. – New technologies - using the internet and our world class communications structure to engage audiences with science. – Citizen Science – encouraging scientists to speak out about their work. – Open Access Science & Reaching Out –accessibility of visitor attractions to encourage and retain social curiosity about science (including science festivals, science week..). – Social Inclusions – to ensure equity of access to all . – Spreading the word – science journalism to promote differing opinions and robust debate. – Join the club – out of school science clubs to help children explore the world. – Research – Building a global network .
84 Source: anzSKA & Questacon, Engaging the World, Science Communication in Australia and New Zealand, May 2010 Inspiring Australia Science and the Media: From Ideas to Action
• The Expert Working Group on Science and the Media is a diverse group of experts from the Research, Entertainment, News, Magazine, New Media, Education and Science Communication sectors. • The group was established to review the state of science in the media in Australia. They developed a set of recommendations that could help strengthen the media’s role in communicating science and ultimately increase public participation in, and engagement with, science. The report was published in March 2011.
• Key findings of the report: – The explosion in new media has created many new avenues & opportunities for science content. Scientists are able to now play a greater role in the creation of popular science content. – New relationships between scientists and producers and editors allows for new ideas to develop - beyond traditional media. – Whilst science is reasonably well represented in Australia’s mainstream news media, it is under represented in general programming (including factual documentaries, drama, comedy & reality programs). – Important scientific issues only get picked up by the media when highlighted by politicians. This can result in experts reluctant to engage in politically hot issues. Conversely, other important science issues not on the political agenda don’t get the attention they deserve. – Science reports commissioned by government departments should be more transparent in terms of their widespread release. – Science journalists who report on complex science issues should be provided with post/undergraduate training and professional development – A program for school children that links breaking news to science would be extremely beneficial in terms of teaching critical evaluation.
85 Source: Inspiring Australia, Science and the media: From ideas to Action (Expert Working Group Report), March 2011 “Science is the poetry of reality” Richard Dawkins
86 Appendix
87 Definitions
Webtrends • Visit: A visit is a session which starts when the visitor first views a page on the site, and ends after 30 minutes of inactivity on the site (i.e. no more pages loaded or refreshed) • Monthly Visits: The average number of sessions per month • Visitor: Unique browser • Average Visitors per day: The total number of visitors divided by total number of days • Page Views: The number of views to each page on the site (e.g. html pages).
Facebook/twitter • New Fans: The number of people who have liked your page during selected time period. • Page Likes: The total number of people who have liked your page over its lifetime. • People Talking About This: The number of people sharing stories about your page (incl. liking, posting, sharing, commenting, photo-tagging etc.). • Total Reach: The number of people who have the potential to see any content associated with your page. • Engagement/Engaged Users: Unique users who have clicked anywhere on your page/post.
• Tweets: The total number of tweets created from the Twitter account. • Followers: The number of other Twitter accounts following this Twitter account. • Mentions: The number of times the account Twitter was mentioned in other tweets. • Following: The number of Twitter accounts that this account is following.
Nielsen • Reach (000s): The total number of unique people (unduplicated) who visited a particular site at least once during the month • Active Reach (%): The sites’ reach as a percentage of the active online universe 88