Source · Select Committees · Public Accounts Committee
Recommendation 19
19
Accepted
BBC's "Across the UK" evaluation plan lacks detail and is significantly delayed.
Conclusion
In October 2021, the BBC agreed a phased approach to evaluating Across the UK. According to this plan, the BBC would not develop its methodology for evaluating Across the UK until phase two of the programme (April 2023 to the end of March 2025) and would not start measuring impact until phase three (April 2025 to the end of March 2028). Its October 2021 baseline plan included high-level metrics to measure improvements in audience portrayals and added economic value to the creative and production sectors, but lacked detail. The BBC is now in phase two of the programme where, as it planned, it will develop its main methodologies for measuring benefits and impacts.31
Government Response Summary
The BBC has strengthened its management of programme benefits, introducing a refreshed approach to programme management including a new integrated benefits tracker and full measurement frameworks for audience and economic impact.
Government Response
Accepted
HM Government
Accepted
5.2 The BBC has strengthened its management of programme benefits, including introducing a refreshed approach to programme management. The ATUK programme has adapted its benefits tracking to produce a new integrated benefits tracker which provides a holistic view of benefits tracking for the programme. It is also expanding its communication of programme benefits to audiences, creative and local stakeholders. 5.3 The majority of programme benefits have been tracked on a monthly basis. However from the outside the BBC was clear that the full audience and economic evaluation framework would be confirmed in Phase 2 of the programme. This is because the measurements and metrics are complex in their design and dependent on programming moved during Phase 1. Since Phase 2 commenced in April 2023, the BBC has approved full measurement frameworks for the audience and economic impact of the programme and shared them with the NAO as part of its VfM study.