Slide 1

BBC Radio 2 Saturday, 22:00-24:00

Key points

Slide 2

o A general reminder that Radio 2 has an increased focus on reaching younger 35-44 listeners.

o Audience to the slot had been very consistent but in the latest quarter both reach & share moved to 2 year lows at 288k/6.1%.

o Time spent per listener has moved below the 1 hour mark at 51 mins with a decrease among both 35-54s and the 55+, year on year.

o The audience to the programme is marginally more female (51%), older (73% are 55+) and marginally more well off (62% are ABC1) than the Radio 2 average.

o The audience appreciation (85) is very good for current programming, clearly above the network average (82).

o The majority of listening is in the home, unsurprising given the timeslot. However, a fifth of listening does takes place on the move in the car.

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%

Av. Hrs per listener:

00:51

Share of listening:

6%

Weekly Reach:

288k

Proportion who also listen

to: Trevor Nelson's Rhythm Nation Sat 20.00-22.00:

38% Ana Matronic's Dance Devotion Sun 00.00-

02.00: 21%

Zoe Ball Breakfast Show Mon-Fri 06.30-09.30:

73%

AI average

2019 to date:

85

Slide 4

SN

AP

SH

OT – S

at,

22

:00

-24

:00

Source: RAJAR Q4 2018 15+

Average age:

61 years

Proportion target

audience:

(35-44 C2DE women)

0%

49% 51%

Slide 5

Live radio listening

performance &

appreciation

7.9

6.6

6.2

8.8

7.2

8.8

7.5

6.1

0

1

2

3

4

5

6

7

8

9

10

Q1 17 Q2 17 Q3 17 Q4 17 Q1 18 Q2 18 Q3 18 Q4 18

334 320 305 343 335 402 342 288

0100200300400500

0

0.5

1

1.5

Share % Reach (000s)

Slide 6

Audience to the slot had been very consistent but in the latest Quarter both reach & share moved to 2 year lows

Source: RAJAR Q4 2018 15+

01:07 01:09 01:09

00:51 00:51 00:51

Adults 15+ 35-54 55+

Q4 17 Q4 18

Slide 7

Time spent per listener has decreased YonY among both 35-54s and the 55+

Ave. hours per listener

Source: RAJAR Q4 2018 15+

0

50

100

150

200

250

21:30 21:45 22:00 22:15 22:30 22:45 23:00 23:15 23:30 23:45 00:00

Q4 2017

Q3 2018

Q4 2018

Audience reach has fallen across the slot vs previous Quarters

Slide 8 Source: RAJAR Q4 2018 15+

Reach (000s) Radio 2 Sat, 22:00-24:00

Source: Pulse Panel

The show’s appreciation (AI) is at good in recent years and has moved ahead of he Radio 2 average in 2019

Appreciation Index

77

82

85

82 82 82

2017 2018 2019 to date Craig Charles

House Party

Radio 2 Average

Slide 10

The Audience

The audience skews

more well off:

62% are ABC1

The programme

attracts a more

female audience:

51% vs 49%

62%

38%

ABC1

C2DE

2%

5%

19%

33%

40%

15-24 25-34 35-44

45-54

55-64

65+ 49% 51% Male Female

The audience skews

55+:

73% are 55+

The audience to the programme is marginally more female (51%), older (73% are 55+ and marginally more well off (62% are ABC1)than R2 overall

Source: RAJAR Q4 2018 15+

Radio 2: 50/50 Radio 2: 36% 35-54; 50% 55+

Radio 2: 61% ABC1

Slide 12

Reach among listeners aged 55+ has remained fairly consistent across the years, whilst reach among the under 55s has specifically fallen off in recent quarters

53

8

124

69

227 211

0

50

100

150

200

250

300

Q1

2009

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

15-34 35-54s 55+

Source: RAJAR Q4 2018 15+

Reach (000s) by age groups R2 Sat, 22:00-24:00

Slide 13

Listening by platform and

location

79% 20% 1%

Clearly, given the time of the programme, the majority of listening is at home (79%). Although there is a fifth of listening done on the move in the car

Source: RAJAR Q4 2018 15+

0

20

40

60

80

100

120

140

21:30 21:45 22:00 22:15 22:30 22:45 23:00 23:15 23:30 23:45 00:00

At Home

In A Car/Van/Lorry

At Work/Elsewhere

In home listening peaks during the 2300-2315 period. In car listening is marginally higher during first hour of slot

Slide 15 Source: RAJAR Q4 2018 15+

Reach (000s) R2 Sat, 22:00-24:00

Slide 16

Listening during the slot is increasing via DAB Radio

DAB

AM/FM

Online

2014: 56.2%

2018: 56.8%

2014: 26.3%

2018: 35.9%

2014: 5.0%

2018: 1.4%

Source: RAJAR Q4 2018 15+

Slide 17

iPlayer requests for Craig Charles House Party are relatively balanced between catch-up and live requests, but have skewed more towards catch-up in recent months

Source: Comscore digital analytics /R&M Multiplatform; UK/ BBC iStats av; off-schedule included; UK only. Figures monthly

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

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, 22.00-24.00 slot iPlayer Requests

Switch to new analytics system in Feb Note: 19 has resulting in some initial reduction in requests to all progs

Slide 18