Audience Insights Conference Scotland | 22 April 2021

Key findings from Covid-19 studies which have tracked the impact of Covid-19 on audience engagement, including The Audience Agency’s COVID Cultural Participation Monitor and Digital Audience Survey, and Creative Scotland’s Scottish Audience Intentions survey .

Date: Thursday 22 April, 10:30 AM – 12:00 PM


Senior leaders and those who need an overview of sector trends, including senior marketers, programmers, fundraisers, along with anyone interested in how the pandemic has – and will – affect cultural audiences.


This session will study changes in people's habits and opinions towards cultural engagement captured in the COVID Cultural Participation Monitor and Scottish Audience Intentions survey commissioned by Creative Scotland.

It will also explore how digital behaviours have changed according to data from The Audience Agency’s Digital Audience Survey, which provides a snapshot of digital engagement during the past 12 months.

This session will provide you with access to the latest findings on what the impact of COVID could be for different audience groups in Scotland and hence for the cultural sector.

This session is taking place as part of Audience Insights Conference Scotland, a two-day online event that aims to help organisations inform their thinking as they emerge from Covid-19 restrictions and consider the long-term impact on audiences. Find out more about the full conference here.


  • How COVID has affected different groups differently
  • Which groups have engaged with culture online and what with
  • Which groups have engaged with live events
  • Which groups are more or less likely to return – and what they say will affect their decision making
  • How digital engagement has changed during the pandemic


Oliver Mantell, Policy Research Director, The Audience Agency


The session takes the format of a 90-minute webinar, with a range of practical demonstrations. This session will also include a welcome to the conference and an overview of sessions. Questions can be asked during the Q&A via chat.

Book your place for this individual session

This session is part of the two-day conference, Audience Insights Conference Scotland.

The Audience Insight Conference Scotland brings together Creative Scotland funded organisations and the wider cultural sector to discuss key audience insights from Audience Finder, the Scottish Audience Intentions survey and other TAA “through COVID” research.

For more information on the full conference programme, click here

Made possible by:


More on the research

Covid-19 Cultural Participation Monitor

The COVID-19 Cultural Participation Monitor is a nationwide longitudinal panel survey of changing views about participating in creative and cultural activities through the pandemic.

This national research programme is building a robust and in-depth picture of the impacts of Covid-19 on the UK’s cultural sector. It is led by the Centre for Cultural Value in collaboration with the Creative Industries Policy and Evidence Centre and The Audience Agency.

This project is funded by the Arts and Humanities Research Council (AHRC) through UK Research and Innovation’s COVID-19 rapid rolling call.

See the first findings of the Scottish population

Scottish Audience Intentions survey

In partnership with Creative Scotland, The Audience Agency conducted a 'temperature taking' survey of organisations across the nation and their audiences' attitudes to returning to culture post-COVID.

The Scottish Audience Intentions survey offers a nationwide view of audience behaviours and attitudes both during and beyond the COVID-19 pandemic. These findings give a representative snapshot of previously regular attendees across a select group of organisations, producing companies and venues.

See the findings from the Scottish Audience Intentions survey

Digital Audience Survey

The Audience Agency's Digital Audience Survey show how audiences have responded to arts, culture and heritage organisations moving so much of their offering online during the COVID-19 lock-down period.

See findings from the Digital Audience Survey