Bed to Bed

Alison Winter, Head of Audiences BBC Radio & Music and Digital

Tuning into your digital audience

across the day

Age 15-19 Age 20- 24 Age 15-24

Average hours per listener Q3 2008

Average hours per listener Q3 2013

Loss per head (minutes) 159 143 171

19:05 18:03

Why do this?

Slide 2 RAJAR Q3 08 – Q3 13

17:00

15:24 14:37 16:14

21.5

15.5

21.7

18.0

23.9

20.5

25.7

23.3

27.2

24.5

26.9 25.8

2003 2013

15-24 25-34 35-44 45-54 55-64 65+

Why do this?

Source: RAJAR Q3 2012

Q2

07

Q3

07

Q4

07

Q1

08

Q2

08

Q3

08

Q4

08

Q1

09

Q2

09

Q3

09

Q4

09

Q1

10

Q2

10

Q3

10

Q4

10

Q1

11

Q2

11

Q3

11

Q4

11

Q1

12

Q2

12

Q3

12

Q4

12

Q1

13

Q2

13

Q3

13

Q4

13

Q1

14

Q2

14

Q3

14

Share (%) Weekly hours (m)

385m weekly hours

37.8% share

Q4 13

Q2

07

Q3

07

Q4

07

Q1

08

Q2

08

Q3

08

Q4

08

Q1

09

Q2

09

Q3

09

Q4

09

Q1

10

Q2

10

Q3

10

Q4

10

Q1

11

Q2

11

Q3

11

Q4

11

Q1

12

Q2

12

Q3

12

Q4

12

Q1

13

Q2

13

Q3

13

Q4

13

Q1

14

Q2

14

Q3

14

Reach (%) Reach (m) 27.4m reach

51.2% reach

Why do this?

Source: average weekly unique browsers w/c 18th Nov 2012 (iStats) / average weekly reach – listening live (RAJAR Q3 2012 - adults)

2.3m 643k 134k

983k 483k

Why do this?

Why do this?

“This is audiences trying to

remember. Surely they are not

accurate.

Why can’t we do it like telly with

electronic devices that measure

actual viewing?”

“This is audiences trying to

remember. Surely they are not

accurate.

Why can’t we do it like telly with

electronic devices that measure

actual viewing?”

Source: nVision / Future foundation.

Why do this?

xx million

20.4 million

Why do this?

All figures in 000s and based on UK (except Facebook and Twitter which are based on entire world);

note that Radio 1 and 1Xtra charts are on different scales.

Why do this?

Live listening

requests

xxxx

xxx

x Short form audio clips

xxx

Ave. weekly website UBs

xxxx

xxxx

Mobile UBs

18

Red Button

xxx

xx On-demand video clips

xxxx

Facebook fans

x Facebook actions

xxxx

Twitter Followers

Twitter actions

Programme requests

SMS received

x

Live ave. weekly

reach (10+)

11,725

Audio downloads Listen Share

Watch Interact

xxx

xxx

YouTube views

YouTube subscribers xxx

xxx

Computer UBs

Tablet UBs

Week 39 – Live Lounge

Slide 9

Touchpoints

OUR ACTIVE

DAY

A coming together of 3 data sources

Slide 10

iStats

OUR ONLINE

DAY

RAB/Sparkler Media

and Mood data

OUR EMOTIONAL DAY

iSTATS

Slide 11

Peak use of BBC Online reflects the weekly routine

Slide 12

Mon Tue Wed Thur Fri Sat Sun

06:00

07:00

08:00

09:00

10:00

11:00

12:00

13:00

14:00

15:00

16:00

17:00

18:00

19:00

20:00

21:00

22:00

23:00

1. Lunch break

2. Home time

3. Winding down

4. Weekend Sport

The Radio audience uses different screens to access content at different ‘moments’ in the day

Slide 13

Computer Mobile Tablet Connected TV Mon Tue Wed Thurs Fri Sat Sun Mon Tue Wed Thurs Fri Sat Sun Mon Tue Wed Thurs Fri Sat Sun Mon Tue Wed Thurs Fri Sat Sun

06:00

07:00

08:00

09:00

10:00

11:00

12:00

13:00

14:00

15:00

16:00

17:00

18:00

19:00

20:00

21:00

22:00

23:00

Bed to Bed allows us to drill down to a station level

Slide 14 Source: iStats DAX. Average weekly browsers, Jan-March 2013

Computer Mobile Tablet Mon Tue Wed Thurs Fri Sat Sun Mon Tue Wed Thurs Fri Sat Sun Mon Tue Wed Thurs Fri Sat Sun

06:00

07:00

08:00

09:00

10:00

11:00

12:00

13:00

14:00

15:00

16:00

17:00

18:00

19:00

20:00

21:00

22:00

23:00

Different formats map to different times of the day/week

Slide 15

Live audio On – demand programmes On-demand audio clips On-demand video clips Mon Tue Wed Thurs Fri Sat Sun Mon Tue Wed Thurs Fri Sat Sun Mon Tue Wed Thurs Fri Sat Sun Mon Tue Wed Thurs Fri Sat Sun

06:00

07:00

08:00

09:00

10:00

11:00

12:00

13:00

14:00

15:00

16:00

17:00

18:00

19:00

20:00

21:00

22:00

23:00

Live audio On – demand programmes On-demand audio clips On-demand video clips Mon Tue Wed Thurs Fri Sat Sun Mon Tue Wed Thurs Fri Sat Sun Mon Tue Wed Thurs Fri Sat Sun Mon Tue Wed Thurs Fri Sat Sun

06:00

07:00

08:00

09:00

10:00

11:00

12:00

13:00

14:00

15:00

16:00

17:00

18:00

19:00

20:00

21:00

22:00

23:00

6 Music, like Radio 1, inspires a Monday catch-up moment

Slide 16 Source: iStats AV. Total requests, Jan-March 2013

Touchpoints

Slide 17

Starting with the basics, during the week 16-24s wake later than those aged 65+

Slide 18 Source: Touchpoints 2012

06:00 24:00 08:00 23:00

0

10

20

30

40

50

60

70

80

90

100

Proportion awake (Mon-Fri)

16-24s 25-34s 35-44yrs 45-54yrs 55-64yrs 65yrs+

Working 9-5 is still the norm

Slide 19

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

06:0

0

06:3

0

07:0

0

07

:30

08:0

0

08

:30

09:0

0

09:3

0

10:0

0

10:3

0

11:0

0

11:3

0

12:0

0

12:3

0

13:0

0

13:3

0

14

:00

14:3

0

15

:00

15:3

0

16:0

0

16:3

0

17:0

0

17:3

0

18:0

0

18:3

0

19:0

0

19:3

0

20:0

0

20

:30

21:0

0

21:3

0

22:0

0

22:3

0

Proportion of All Adults who are

at work on a typical weekday

We’re social, but solitude is common. The older we get, the more likely we are to be on our own across the day.

Slide 20 Source: Touchpoints 2012

0

10

20

30

40

50

60

06:00-06:30 06:30-07:00 07:00-07:30 07:30-08:00 08:00-08:30 08:30-09:00 09:00-09:30 09:30-10:00 10:00-10:30 10:30-11:00 11:00-11:30 11:30-12:00 12:00-12:30 12:30-13:00 13:00-13:00 13:30-14:00 14:00-14:30 14:30-15:00 15:00-15:30 15:30-16:00 16:00-16:30 16:30-17:00 17:00-17:30 17:30-18:00 18:00-18:30 18:30-19:00 19:00-19:30 19:30-20:00 20:00-20:30 20:30-21:00 21:00-21:30 21:30-22:00 22:00-22:30 22:30-23:00 23:00-23:30 23:30-24:00

Proportion on their own (Mon-Fri)

35-44yrs 45-54yrs 55-64yrs 65yrs+

06:00 24:00

Our Emotional Day

RAB/Sparkler Data

Energy (all adults): Monday is a rollercoaster

Slide 22

0.0

0.5

1.0

1.5

2.0

2.5

Morning Daytime Drive-time Evening

Monday Tues - Thurs Friday Saturday Sunday

Av

e. sc

ore

/5

Happiness (18-34s): Friday daytime is a high

Slide 23

0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

Morning Daytime Drive-time Evening

Monday Tues - Thurs Friday Saturday Sunday

Av

e. sc

ore

/5

Attention (35+): Monday afternoon again …

Slide 24

0.0

0.5

1.0

1.5

2.0

2.5

Morning Daytime Drive-time Evening

Monday Tues - Thurs Friday Saturday Sunday

Av

e. sc

ore

/5

Slide 25

Bed to Bed: Bringing it all together

Slide 26

An on air approach to ‘programming’ online

Moments to explore/Thought-starters

Slide 27

1. Morning mobile

2. 9-5 live PC listen

3. Monday Catch-up Moment

4. Sunday On-demand Moment

5. We treat Friday differently; what about Monday?

Weekday waking up – a mobile

moment

Workplace listening– a computer moment

Sunday – an on demand (tablet)

moment

Monday – a catch-up

(computer) moment

Bed to Bed

Alison Winter, Head of Audiences BBC Radio & Music and Digital

Tuning into your digital audience

across the day