Measuring the Impact of Culture & Sport
Audience Spectrum segmentation & profiling tool
The Audience Agency has launched an arts and museums tool designed to support cultural organisations to better understand their audiences. Referencing large data sets including Taking Part and the new Audience Finder national database, Audience Spectrum segments the population based on cultural engagement and participation, behaviours and preferences. It provides a more detailed analysis of the broader arts and heritage market with the practical geo location benefits of commercial products like the Mosaic and ACORN market classification systems. Ten new culturally active segments have been developed as part of Audience Spectrum with detailed pen portraits and helpful statistics as well as practical advice on how to engage each segment and useful case studies. View Audience Spectrum here
Economic value of sport – local model
Sport England have developed a new tool which enables councils to demonstrate how sport benefits their economy. The Economic value of sport – local model produces area based (local authority, county sport partnership and local enterprise partnership) estimates on sports’ contribution to the local economy in the form of business output (GVA) and jobs plus wider benefits like health. The model also allows you to refine some of the results by using local information you may have available. In addition you can begin to assess the impact of sport investments too – for example, what additional economic value is created as a result of an increase in participation in your area. Guidance is provided on how to navigate the model and the best use of this evidence as one part of making the case for retaining or securing additional investment in sport. To find out more and access the tool register here.
Public Libraries Profiles
Using the latest CIPFAstats data a comprehensive set of benchmarking profiles have been published. The profiles, commissioned by DCMS and produced by the Chartered Institute of Public Finance and Accountancy (CIPFA), comprise of easy to read charts that collectively build up a detailed view of how services compare to others. The profiles will support evidence based decision-making and help library authorities ensure they are delivering a good level of service by looking at a range of key indicators including library usage, financial information, levels of staffing, number of volunteers, loans figures, stock levels and book acquisitions. You can access the profiles here.
CASE is the DCMS Culture and Sport evidence programme, which aims to strengthen understanding of how best to deliver culture and sporting opportunities of the highest quality to the widest audience generating the best outcomes for society. The data can be used to support the case for investing in culture and sport. The key resources are:
- The CASE database – over 8,500 research studies in an online, searchable database
- CASE Local Profiles and Insights datasets – all the key culture and sport data, local and historical, in one place
- CASE Local Asset Mapping toolkit – the essential guide for mapping your local culture and sport assets
- Drivers, Impacts and Value research – breakthrough research and evidence on engagement in culture and sport specifically examining educational benefits of engagement for young people, and ways of generating economic values to inform policy appraisal for culture or sport interventions.
There are a number of related blogs that give examples of how CASE can be used to evidence of the impacts of engagement in sport and culture here. You can also also read an article written by Jane Wilson, a Director of Culture First, on the DCMS blog site which considers CASE from a local authority perspective and how it can support operational activity and policy development.
Taking Part Survey
The Taking Part Survey focuses on arts, museums and galleries, libraries, archives, heritage and sport. It collects data regarding the frequency of participation and attendance, attitudes and factors affecting why people do and do not participate or attend. It is a continuous national survey, achieving an annual sample size of around 29,000 people. Data from the Taking Part survey is available at a regional level.
Taking Part NETQuest is a simple tool that allows you to construct tables and graphs using data from the survey. NETQuest currently contains data for the survey years up to 2010/11. Register here to access NETQuest
Active People Survey
The Active People Survey is the largest single survey of sport and active recreation. The results from Active People Survey 8 have been published here. The survey measures how participation varies from place to place and between different groups in the population. It also identifies the proportion of the adult population that volunteer in sport on a weekly basis, club membership, involvement in organised sport/competition, receipt of tuition or coaching, and overall satisfaction with levels of sporting provision in the local community.
Active People Interactive is an online reporting and analysis tool for the Active People Survey results is free and simple to access via site registration. It will enable you to view pre-defined survey results and undertake interactive analysis and comparison.
Community sport: In it for the long run – Sport England’s efficiency support tool
This new online resource is designed to help you in the face of public sector budget reductions and addresses the crunch questions such as ‘why invest in sport’, through to impact evaluation of your investment. The tool helps you prepare for the challenges, look for the opportunities and signposts you to a range of evidence, tools and case studies to help guide you to the right solution for sport in your locality. You can access the full resource here......
- The tool includes a Local Sport Profile to help local authorities generate a sporting profile for their area in the form of charts and tables, bringing together data on sporting participation and provision. View your Local Sports Profile and get an insight into provision and participation in your locality here......
- Take advantage of the strategic facilities planning expertise on offer via the Strategic Planning Framework, which sets out an approved list of planning and leisure consultants here......
- Make use of new evidence demonstrating sports significant contribution to England’s economy. Read the full report and look at the impact in each region here......
Arts Audiences: Insight
This publication contains information that will help you gain a better understanding of current and potential arts audiences across England. It is based on in depth segmentation research that breaks down the English adult population in terms of their engagement with the arts.
In the context of how the arts fit into people's everyday lives, it provides insight into the patterns of arts consumption and attitudes towards the arts, how people spend their leisure time and what competes with the arts for their attention. It also considers socio-demographic factors, media consumption and lifestyles.
The research can be used as a tool to inform marketing and audience development plans and can be dowloaded here.