saturday, 06:00-08:00 - bbcdownloads.bbc.co.uk/radio/commissioning/radio_2_audience... · 2019. 4....
TRANSCRIPT
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Slide 1
BBC Radio 2 Saturday, 06:00-08:00
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Key points
Slide 2
o A general reminder that Radio 2 has an increased focus on reaching younger 35-44 listeners.
o Reach for this timeslot is strong at c1.7m listeners each week. Share of listening is consistent and sits at a good 17.9% in the latest quarter.
o Time spent with this slot is good but has nudged down among both 35-54s and the 55+, year on year.
o The audience to the slot is more male (52%), significantly older than the average R2 audience (72% are 55+) and although the audience has a ABC1 bias (56%), is positively less so than the network average (61%).
o The audience appreciation (87) is very strong for current programming, consistently above the network average.
o The majority of listening is in the home, unsurprising given the timeslot.
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Slide 3 Source: RAJAR Q4 2018 15+, /IPA Touchpoints
Radio 2 has an increased focus on reaching younger 35-44s and specifically less well off women aged 35-44
65+ 33%
All Adults 27%
35-44s 24%
35-44 C2DE
Women 19%
Radio 2
Reach % About them:
- 71% are married (index=119)
- 76% have children (index=250)
- 31% work part-time (index=242)
- C2DE women aged 35-44 are time poor, family orientated,
put children first and are tight for money.
- Big listeners of Commercial stations: Heart, Smooth, Magic.
Enjoy upbeat contemporary music and fun features.
35-44 C2DE Women
1.7m
3% of UK
adults
BBC
Radio
Reach:
739k/
43%
Commercial
Reach:
1.26m/
74%
Radio 2
Reach:
324k/
19%
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Av. Hrs per listener:
00:59
Share of listening:
18%
Weekly Reach (000’s):
1,725
Proportion who also listen
to: Huey Morgan Sat 04.00-06.00: 11%
Saturday Breakfast with Dermot Sat 08.00-10.00:
68%
Zoe Ball Breakfast Show Mon-Fri 06.30-09.30: 85%
AI average
2019 to date:
87
Slide 4
SN
AP
SH
OT –Sa
t, 0
6:0
0-0
8:0
0
Source: RAJAR Q4 2018 15+
Average age:
61 years
Proportion target
audience
(35-44 C2DE women):
1%
52% 48%
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Slide 5
Live radio listening
performance &
appreciation
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15
.9
17
.2
17
.4
18
.9
16
.6 20
.0
17
.7
17
.9
0
5
10
15
20
25
Q1 17 Q2 17 Q3 17 Q4 17 Q1 18 Q2 18 Q3 18 Q4 18
1,604
1,811 1,779 1,811
1,576
1,872 1,845 1,725
140015001600170018001900
0
0.5
1
1.5
Share % Reach (000s)
Slide 6
Reach is strong and although it nudged down in the latest Q it remains at a good level of 1.7m. Share is consistent and sits at a good 17.9%
Source: RAJAR Q4 2018 15+
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01:01 01:00
01:02
00:59
00:56
00:59
Adults 15+ 35-54 55+
Q4 17 Q4 18
Slide 7
Time spent per listener has nudged down among the 35-54s and the 55+, YonY
Ave. hours per listener
Source: RAJAR Q4 2018 15+
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0
200
400
600
800
1000
1200
1400
1600
1800
2000
05:30 06:00 06:15 06:30 06:45 07:00 07:15 07:30 07:45 08:00 08:15
Q4 2017
Q3 2018
Q4 2018
Audience reach builds across the slot. Reach has nudged down in the 2nd hour of the show in the latest Q
Slide 8 Source: RAJAR Q4 2018 15+
Reach (000s) Radio 2 Sat, 06:00-08:00
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Source: Pulse Panel
The show’s appreciation (AI) is very high and is above the Radio 2 average
Appreciation Index
85 87 87
82 82 82
2017 2018 2019 to date Sounds of the60s
Radio 2 Average
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Slide 10
The Audience
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The audience skews more well off: 56% are ABC1
The programme attracts a more male
audience: 52% vs 48%
56% 44%
ABC1
C2DE
2%
3%
6%
18%
29%
43%
15-24 25-34
35-44
45-54
55-64
65+
52% 48% Male Female
The audience skews 55+:
72% are 55+
The audience to the programme is slightly more male (52%), significantly older (72% are 55+) than the and less well off (56% are ABC1) than the R2 average
Source: RAJAR Q4 2018 15+
Radio 2: 50/50 Radio 2: 36% 35-54; 50% 55+
Radio 2: 61% ABC1
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There has been an increase in listeners aged 55+, while reach of those under 55 has nudged downwards
122 87
525 406
1,026
1,231
0
200
400
600
800
1000
1200
1400
Q1
20
09
Q2
20
09
Q3
20
09
Q4
20
09
Q1
20
10
Q2
20
10
Q3
20
10
Q4
20
10
Q1 2
011
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 2
013
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 2
018
15-34 35-54s 55+
Source: RAJAR Q4 2018 15+
Reach (000s) by age groups for Radio 2 Sat, 06:00-08:00
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Slide 13
Listening by platform and
location
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82% 12% 6%
Clearly, given the early time slot, the majority of listening is at home (82%)
Source: RAJAR Q4 2018 15+
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0
200
400
600
800
1000
1200
1400
05:30 06:00 06:15 06:30 06:45 07:00 07:15 07:30 07:45 08:00 08:15
At Home
In A Car/Van/Lorry
At Work/Elsewhere
In home listening grows across the slot and is at its strongest during the last half hour
Slide 15 Source: RAJAR Q4 2018 15+
Reach (000s) Radio 2 Sat, 06:00-08:00
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Slide 16
DAB
AM/FM
Online
2014: 54.0%
2018: 56.7%
2014: 30.0%
2018: 33.6%
2014: 1.8%
2018: 5.8%
Source: RAJAR Q4 2018 15+
With more listening hrs now classified by platform, there is growth in digital listening particularly online, although majority of listening is still done via an analogue radio
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Slide 17
iPlayer requests for Sounds of the 60s are driven by catch-up listening
Source: Comscore digital analytics /R&M Multiplatform; UK/ BBC iStats av; off-schedule included; UK only. Figures monthly
0
50,000
100,000
150,000
200,000
250,000
300,000
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
Live & Catch-up Sat, 06.00-08.00 slot iPlayer Requests
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Slide 18