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TRANSCRIPT
Key take outs
Slide 2
o Reach and share have been stable over the last 2 years but both increased significantly in the last quarter (361k / 3.9% share).
o The show’s appreciation index (AI) is high at 84 and is on par with the station’s average (84).
o Time spent has nudged up on the Y, with some increase among both 15-34s and 35-54s.
o The audience is more male (55%) but less so than the network; is more 35-54 (62%) and closely matches the social grade (75% ABC1) of the station.
o Reach among 35-54s has gradually increased, with a significant spike in reach in the last quarter.
o Listening via a DAB Radio accounts for the majority of listening and has seen significant growth Y on Y, with a decrease in listening via online/apps.
Av. Hrs per listener:
01:13
Share of listening:
3.9%
Weekly Reach (000’s):
361k
Proportion who also listen to:
Various Sun 14.00-16.00: 59%
Now Playing @6 Music Sun 18.00-20.00: 50%
AI average:
84
Slide 3
SN
AP
SH
OT – : Su
n,
16
:00
-18
:00
Source: RAJAR Q1 2019 15+
Average age:
44 years Proportion target
audience:
(25-44): 48%
55% 45%
3.0
2.6
3.0
3.0
2.9
2.9
2.6
3.9
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Q2 17 Q3 17 Q4 17 Q1 18 Q2 18 Q3 18 Q4 18 Q1 19
274 252 298 282 312 262 222
361
0
100
200
300
400
0
0.5
1
1.5
Share % Reach (000s)
Slide 5
Reach and share have been stable over the last 2 years but both increased significantly in the last quarter (361k / 3.9% share)
Source: RAJAR Q1 2019 15+
Slide 6
The show’s appreciation index (AI) is high at 84 and is on par with the station’s average (84)
Appreciation Index
82
84 83 84
2018 2019 to date Slot AI
6 Music Average
Source: Pulse Panel
01:10 01:03
01:10 01:17
01:13 01:09
01:14 01:16
Adults 15+ 15-34 35-54 55+
Q1 18 Q1 19
Slide 7
Time spent has nudged up on the Y, with some increase among both 15-34s and 35-54s
Ave. hours per listener
Source: RAJAR Q1 2019 15+
0
50
100
150
200
250
300
15:30 15:45 16:00 16:15 16:30 16:45 17:00 17:15 17:30 17:45 18:00 18:15
Q1 2018
Q4 2018
Q1 2019
Some decrease in reach in the last 45 minutes of the show in the most recent Q, but still remains up on the quarter and the year
Slide 8 Source: RAJAR Q1 2019 15+
Reach (000s) Sun, 16:00-18:00
The audience skews
more well off:
75% are ABC1
The programme
attracts a more male
audience:
45% vs 54%
75%
25%
3%
17%
31% 31%
17%
2%
55% 45%
The audience skews
35-54:
62% are 35-54
The audience is more male (55%) but less so than the network; is more 35-54 (62%) and closely matches the social grade of the station
Source: RAJAR Q1 2019 15+
male female
15-24
25-34
35-44 45-54
55-64
65+
ABC1
C2DE
6 Music: 40/60 6 Music: 35-44: 28% 45-54: 28% 35-54: 56%
6 Music: 76% ABC1
Slide 11
Reach among 35-54s has gradually increased, with a significant spike in reach in the last quarter
118
72
204 222
66
0
50
100
150
200
250
Q2
2009
Q3
2009
Q4
2009
Q1
2010
Q2
2010
Q3
2010
Q4
2010
Q1
2011
Q2
2011
Q3
2011
Q4
2011
Q1
2012
Q2
2012
Q3
2012
Q4
2012
Q1
2013
Q2
2013
Q3
2013
Q4
2013
Q1
2014
Q2
2014
Q3
2014
Q4
2014
Q1
2015
Q2
2015
Q3
2015
Q4
2015
Q1
2016
Q2
2016
Q3
2016
Q4
2016
Q1
2017
Q2
2017
Q3
2017
Q4
2017
Q1
2018
Q2
2018
Q3
2018
Q4
2018
Q1
2019
15-34 35-54s 55+
Source: RAJAR Q1 2019 15+
Reach (000s) by age groups Sun, 16:00-18:00
0
50
100
150
200
250
15:30 15:45 16:00 16:15 16:30 16:45 17:00 17:15 17:30 17:45 18:00 18:15
At Home
In A Car/Van/Lorry
At Work/Elsewhere
In home reach remains stable across the first hour but a small decline in the 2nd hour. In-car drops off in the last half hour of the show
Slide 14 Source: RAJAR Q1 2019 15+
Reach (000s) Sun, 16:00-18:00
Slide 15
Listening via a DAB Radio accounts for the majority of listening and has seen significant growth Y on Y, with a decrease in listening via online/apps
DAB
Online
2016: 66.4%
2019: 81.2%
2016: 21.5%
2019: 15.5%
Source: RAJAR Q1 2019 15+
Slide 16
The majority of online requests for the slot are driven by live listening requests, with only a small number of on-demand requests
0
10,000
20,000
30,000
40,000
50,000
60,000
Mar-18 Apr-18 May-18 Jun-18 Jul-18 Aug-18 Sep-18 Oct-18 Nov-18 Dec-18 Jan-19 Feb-19
Catch-up UK Requests
Live UK Requests
Average
Source: ATI