Source · Select Committees · Public Accounts Committee
Recommendation 21
21
Accepted
BBC's separate evaluation frameworks for "Across the UK" lack integration.
Conclusion
We asked the BBC what precisely it would measure as part of its evaluation. It told us that it had developed frameworks for measuring two key criteria for the evaluation – the audiences framework and the economic framework. It explained that as part of the economic framework it had developed a baseline against which it would be measuring its local gross value added.34 We asked the BBC why it was developing two separate evaluation strands to assess its main, intended impacts (audience perception and economic growth) rather than bringing them together. The BBC told us that the two plans sat under the programme director, but otherwise did not explain how they formed an overall framework for evaluating Across the UK.35 In written evidence provided after the session, the BBC said its baseline year for all evaluation measures was the financial year 2019–20.36 The BBC acknowledged it would need to collect better data to understand the later stages of the programme and its impacts in the regions.37
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.
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.