Impact
Beyond audience: measuring social usefulness.
RDC TV distinguishes reach from impact. Being seen does not necessarily mean being understood, and being understood does not always mean changing. For some campaigns, we track reach, understanding, trust, participation and, where possible, indicators of change. We publish our methods, our limits, our corrections and the available results.
Reach
Viewers, views, provincial coverage, repeated exposure
Understanding
Before/after quizzes, message recall, ability to explain a rule
Attitudes
Change in opinions or acceptability regarding a targeted behaviour
Perceived norms
Perception of what others do or approve of
Intention
Stated likelihood of acting, changing or reporting
Behaviour
Observation, actual participation, service data or verified self-reporting
Institution
An authority's response, correction of a problem, improvement of a procedure
Trust
RDC TV's credibility, perception of fairness and quality
