cco group | audiences | 1downloads.bbc.co.uk/radio/commissioning/radio_2... · cco group |...

1CCO GROUP | AUDIENCES |


Summary

• At 750k, reach to the slot has been in gradual decline over the last few quarters, now at its lowest level since at least Q2 2018. Share also fluctuates Q on Q – currently at 11.4% .

• The audience to the slot is equally split between genders. 78% of the audience are aged over 45 and although listeners are more well off, less so than network overall.

• On average, audiences listen to two thirds of the hour-long show (41m). Average time spent has only dipped slightly year-on-year

• Reach declines across the slot, which is to be expected of an evening show at this time of day. Q1 2020 reach across the slot was down marginally on Q1 2019

• Two thirds of listening occurs in the home. However a notable 25% of listening occurs whilst travelling, most likely as listeners commute home after work

• Listening via analogue radio makes up just under half of all listening. There has been a notable increase in the proportion of online listening to the slot over the last three years

• All episodes received a similar number of requests, but ‘Ain’t No Stopping Tony’ came out on top, with 33k requests. A greater proportion of requests were for on demand listening, rather than to listen live (59%)


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SH

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ad

io 2

, F

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, 1

9:0

0 -

20

:00

Gender profile

Quick-glance snapshot

Proportion of listeners who also listen to:

Sara Cox Fri 17.00-19.00:

67%Fri Night is Music Night Fri 20.00-22.00:

34%Sounds of the 60s Sat 06.00-08.00:

23%

Average age:

5450%50%

Av. Hrs per listener

00:41

Share of listening

11%

Weekly Reach (000s’)

750

Source: RAJAR Q1 2020 15+


Live radio listening

performance &

appreciation

Live radio listening performance & appreciation


12

.7

11

.4

13

.6

13

.0

12

.8 13

.2

11

.9

11

.4

10

10.5

11

11.5

12

12.5

13

13.5

14

Q2 18 Q3 18 Q4 18 Q1 19 Q2 19 Q3 19 Q4 19 Q1 20

913 851 931805 842 841 768 750

0

200

400

600

800

1000

0

0.2

0.4

0.6

0.8

1

1.2

Share % Reach (000s)

At 750k, reach to the slot has been in gradual decline over the last few quarters, now at its lowest level since at least Q2 2018. Share also fluctuates Q on Q



00:43 00:44 00:4200:41 00:41 00:41

Adults 15+ 35-54 55+

Q1 19 Q1 20

On average, audiences listen to two thirds of the hour-long show. Average time spent has only dipped slightly year-on-year

Ave. hours per listener



0

100

200

300

400

500

600

700

800

900

18:30 18:45 19:00 19:15 19:30 19:45 20:00 20:15

Q1 2019

Q4 2019

Q1 2020

Reach (000s) Radio 2, Fri, 19:00 - 20:00

Reach declines across the slot, which is to be expected of an evening show at this time of day. Q1 2020 reach was down marginally on Q1 2019



0

100

200

300

400

500

600

700

800

900

18.30 18.45 19.00 19.15 19.30 19.45 20.00 20.15

Radio 2 Heart Network (UK) Smooth Radio Network (UK)

Reach (000s) Radio 2, Fri, 19:00 - 20:00

Reach during this slot was significantly higher for Radio 2, compared to Heart or Smooth. However, the decline over the slot was more pronounced for Radio 2



The AudienceThe Audience


15-2425-34

35-44

45-5455-64

65+3%

7%

13%

27%25%

26%

The audience to the slot is equally split between genders. 78% of the audience are aged over 45 and although listeners are more well off, less so than network overall

The audience skews more well off:

58% are ABC1

The programme attracts an equal

proportion of men & women :

50% vs 50%

Over three quarters of the audience are over the age of 45

78% are 45+

50%50%

The majority of listeners are White

4% are BAME

GENDER AGE

ABC1

58%

C2DE

42%

SOCIAL GRADE ETHNICITY

White

BAME

96%

4%


Radio 2 average: 50% vs 50%

Radio 2 average: 15-24: 6% 25-34: 9%

35-44: 14%45-54: 21% 55-64: 22%

65+: 29%

Radio 2 average: 61% ABC1

Radio 2 average: 3% BAME


72

295

383

0

100

200

300

400

500

600

Q2

20

10

Q3

20

10

Q4

20

10

Q1

20

11

Q2

20

11

Q3

20

11

Q4

20

11

Q1

20

12

Q2

20

12

Q3

20

12

Q4

20

12

Q1

20

13

Q2

20

13

Q3

20

13

Q4

20

13

Q1

20

14

Q2

20

14

Q3

20

14

Q4

20

14

Q1

20

15

Q2

20

15

Q3

20

15

Q4

20

15

Q1

20

16

Q2

20

16

Q3

20

16

Q4

20

16

Q1

20

17

Q2

20

17

Q3

20

17

Q4

20

17

Q1

20

18

Q2

20

18

Q3

20

18

Q4

20

18

Q1

20

19

Q2

20

19

Q3

20

19

Q4

20

19

Q1

20

20

15-34 35-54s 55+

Reach (000s) by age groups for Radio 2, Fri, 19:00 - 20:00

Listeners aged 55+ have seen a decline in reach over the last two quarters. Positively, reach among the 35-54s has seen an uplift over the same period


12CCO GROUP | AUDIENCES | Source: RAJAR Q1 2020 15+

The majority of the audience live in England, but all nations experienced a small decline in reach quarter-on-quarter

677

42276

0

100

200

300

400

500

600

700

800

900

Q2

20

10

Q3

20

10

Q4

20

10

Q1

20

11

Q2

20

11

Q3

20

11

Q4

20

11

Q1

20

12

Q2

20

12

Q3

20

12

Q4

20

12

Q1

20

13

Q2

20

13

Q3

20

13

Q4

20

13

Q1

20

14

Q2

20

14

Q3

20

14

Q4

20

14

Q1

20

15

Q2

20

15

Q3

20

15

Q4

20

15

Q1

20

16

Q2

20

16

Q3

20

16

Q4

20

16

Q1

20

17

Q2

20

17

Q3

20

17

Q4

20

17

Q1

20

18

Q2

20

18

Q3

20

18

Q4

20

18

Q1

20

19

Q2

20

19

Q3

20

19

Q4

20

19

Q1

20

20

England Scotland Wales Northern Ireland

Reach (000s) by Nations for Radio 2, Fri, 19:00 - 20:00


Listening by platform and location


67% 25% 8%

Two thirds of listening occurs in the home. However a notable 25% of listening occurs whilst travelling, most likely as listeners commute home after work



0

100

200

300

400

500

600

18:30 18:45 19:00 19:15 19:30 19:45 20:00 20:15

At Home

In A Car/Van/Lorry

At Work/Elsewhere

Reach (000s) Radio 2, Fri, 19:00 - 20:00

Listening at home and whilst travelling declines over the duration of the slot. However listening at work / elsewhere remains stable throughout the show



Digital

2017: 6.9%

2020: 6%

DABAM/FM Online

2017: 53%

2020: 47.3%

2017: 35.3%

2020: 36%

2017: 4.8%

2020: 10.7%

Listening via an analogue radio makes up just under half of all listening. There has been a notable increase in the proportion of online listening to the slot over the last three years



All episodes received a similar number of requests, but ‘Ain’t No Stopping Tony’ came out on top, with 33k requests. A greater proportion of requests were for on demand listening, rather than to listen live

41%

59%

Live On Demand

Top episodes by online requests. 01.01.2020 – 31.03.2020

Source: AV Analytics


THANK YOU

cco group | audiences | 1downloads.bbc.co.uk/radio/commissioning/radio_2... · cco group |...

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