How do respondents access the survey?

Respondents access the online survey link, provided to you by TAA, via your website or social media channels. Upon submission of a response, the data is captured securely and stored within our survey platform.


What are the survey questions?

A copy of the Digital Audience Survey can be found here. Questions are themed around

  • Engagement with your online activities and offerings
  • Previous engagement with your physical venue or events
  • Online engagement with arts and culture, more generally, during the COVID-19 crisis
  • Your online audience profile and location

Can I make changes to the survey?

In order to get this new national digital audience research service up and running as quickly as possible, the survey is designed as a templated questionnaire. Therefore, the free version cannot be customised or include bespoke questions or answers. If you are interested in making some customisations to your survey, such as adding questions, logos or branding, please fill in the Digital Audience Survey request form.


How will I access my data?

You will be able to access your response data in csv. format via Audience Finder 2.0 Beta, our next generation Audience Finder insights tool. Your data will be updated daily so you can keep track of your response numbers and easily access audience feedback. Simply log into Beta here, follow the sign in instructions and scroll down to the ‘Download your survey data’ section.

If you have any questions about Beta, contact Support via the support helpline (020 7260 2505) or raise a support ticket by emailing

The Audience Agency will also provide one free Audience Spectrum profile of your digital survey respondents at the postcode level. This can be requested at any point during the research, although we strongly recommend that at least 400 survey responses are obtained, to ensure a robust and representative sample.

Talk to us if you have any additional custom reporting needs or want to discuss how we could help with your digital audience strategy.


When will the benchmark results be published?

We aim to publish free benchmark reports and insights on a rolling basis as the research progresses. You can find the latest findings here.

As we want to ensure a good representation of organisations across the sector within the analysis, we cannot yet provide a reporting schedule but will keep all participants informed of updates.

Please note, no individual organisations’ results or responses will be identifiable within the benchmark reporting.

How long will the current Digital Audience Survey run for?

The survey was initially open until March 31st 2021, however due to the fact that arts and cultural organisations remain closed until at least May 17th 2021, the current Digital Audience survey will remain open until August 31st 2021. Organisations can choose to run the survey until this time if they wish or up until they re-open to the public.

Will there be another Digital Audience Survey after the current year’s survey has ended?

The Audience Agency will be making the Digital Audience Survey a permanent product within the Audience Finder offer and will be releasing an updated version more suited to monitoring digital engagement, alongside physical attendance in a post-lockdown context. We will be in touch directly with everyone running the current Digital Audience Survey to let them know when the new version is ready so that they can continue to collect data on their digital audiences.

How is respondent personal information managed?

TAA acts as a data processor on behalf of organisations using the service, processing the personal information collected (postcode and protected characteristics data) for which those organisations are responsible as data controllers, in order to provide them with accurate analysis of the size and nature of both their own audiences and those for arts and cultural events in the United Kingdom as a whole.

TAA will never use the personal information that it processes in this research for the purpose of contacting any individuals. Neither will we ever sell, share, trade or rent any personal information that we process with any third-party organisations without the express instruction of the respective data controller.