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Heather Alinsangan

Director of Research and Evaluation
Toll-free in Ontario: 1-800-387-0058

Michael Choo

Research Analyst
Toll-free in Ontario: 1-800-387-0058

WolfBrown COVID-19 Audience Outlook Monitor - Ontario

April 21, 2021

In May 2020, the Ontario Arts Council (OAC) offered organizations that receive OAC operating grants the opportunity to participate in a study on the impact of COVID-19 on arts audiences: The COVID-19 Audience Outlook Monitor. This initiative by leading arts consulting firm WolfBrown is an international tracking study of audience attitudes about returning to in-person arts activities. The findings will help arts organizations plan for when and how to resume activities. OAC is pleased to be working in association with the Toronto Alliance for the Performing Arts (TAPA) on this initiative.

With OAC’s sponsorship, more than 80 organizations were able to participate and are now working directly with WolfBrown. These organizations sent out the first wave of the survey to their audiences or visitors in June 2020. The second and third waves of the survey were sent in August and October 2020. The fourth wave of the survey took place in February 2021. More than 33,000 responses have been received so far across the four waves.

The Wave 4 findings have now been tabulated by WolfBrown. The findings are available in the form of an interactive dashboard. 
As part of OAC’s agreement with WolfBrown, OAC is pleased to provide Ontario arts organizations access to WolfBrown’s data dashboard and key findings.

It is important to note that the COVID-19 AOM is a proprietary initiative of WolfBrown. Therefore, the dashboard and other resources on WolfBrown’s website are available in English only. However, OAC ensured that the survey was available in both French and English and that responses from francophones could be analyzed separately. In addition, French versions of the Research Notes and Dashboard Guide have been prepared by OAC.​

WolfBrown AOM – Ontario Data Dashboard

The data from the first four waves of the survey are now available in WolfBrown’s online dashboard. You can access the data here with the following e-mail and password:

E-mail: ontario@audienceoutlookmonitor.com
Password: research

In the dashboard you will see the data from Waves 1, 2, 3, and 4 displayed by region, along with the aggregate results for all of Ontario. You can select each Wave on its own or select all four Waves to compare findings for June, August, October, and February. The dashboard also allows you to set custom views and filter the data by categories like discipline, age, region, health risks, and arts attendance frequency. A one-page user guide prepared by WolfBrown on how to use the dashboard is available here. In addition, WolfBrown’s brief (15-minute) demonstration of the Ontario AOM dashboard with helpful pointers for new users is available on Vimeo.