The BBG has always emphasized measuring the impact of its programs and activities, putting the audience first and holding itself accountable. The Impact Model measures the BBG’s ability to achieve its mission—how well is it informing, engaging and connecting with audiences, and is it influential in support of freedom and democracy.

Impact Summit

In 2016, BBG conducted a two-day Impact Summit with key leaders and staff of its networks to focus on impact—what it is, how to measure it and how to plan programming to achieve it. The result was an improved BBG Impact Model that features more than 40 indicators to measure impact beyond audience size.

Refining research

Audience loyalty, content credibility, whether and how content is shared, how much audiences engage with content, and whether actions—such as a policy change or a cultural shift—take place after consuming BBG content are some of the indicators available in the research tool. This complex combination of qualitative and quantitative research has been designed with the BBG’s unique operating environments in mind and provides a consistent measurement structure for future strategy, implementation and review cycles.

The model examines 12 core and 28 optional quantitative and qualitative indicators to show network reach and effectiveness along the dimensions of our mission.

These measurements include a blend of quantitative survey data (BBG surveys, Gallup World Poll, omnibus surveys), digital data (analytics, social media, ratings data) and qualitative anecdotal evidence (impact stories, news pick-ups, guest appearances).

The relaunched Impact Model is now fully integrated into BBG strategic planning and performance reporting.

The framework provides a common standard to define and measure impact across a variety of media platforms, in the 61 languages and more than 100 countries in which the BBG networks operate.

Inform

Below are examples of BBG networks reaching audiences and providing credible, valuable information: