Slide 1

BBC Radio 2 Sunday, 11:00-13:00

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 has been extremely consistent with a good c3m listeners each week. Share of listening is strong and moved to a 2 year high of 19.7% in the latest quarter.

o Time spent with this slot is good at over the 1 hour mark each week but time spent has nudged down among 35-54s, year on year.

o The audience to the slot is more female (56%), but significantly older than the average R2 audience (68% are 55+). The audience has a ABC1 bias (61%), the same as the network average.

o The audience appreciation (84) is high for the current programming, consistently above the network average.

o The majority of listening (77%) is in the home, unsurprising given the day of the week but there is also a fifth of listening done 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:

01:12

Share of listening:

20%

Weekly Reach (000’s):

3,076

Proportion who also listen to:

Steve Wright's Sunday Love Songs Sun 09.00-11.00:

71%

Elaine Paige on Sunday Sun 13.00-15.00: 46%

Zoe Ball Breakfast Show Mon-Fri 06.30-09.30: 72%

AI average

2019 to date:

84

Slide 4

SN

AP

SH

OT – S

un

, 1

1:0

0-1

3:0

0

Source: RAJAR Q4 2018 15+

Average age:

60 years

Proportion target

audience:

35-44 C2DE women: 1%

44% 56%

Slide 5

Live radio listening

performance &

appreciation

19

.8

17

.5

19

.6

19

.0

19

.4

18

.3

18

.5

19

.7

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

3,152 2,762 3,042 3,150 3,204 3,031 3,002 3,076

0

1000

2000

3000

4000

Share % Reach (000s)

Slide 6

Reach to the slot has been extremely consistent with a good 3 million listeners. Share is strong and has hit its highest level in 2 years at nearly 20% in the latest Q

Source: RAJAR Q4 2018 15+

Source: Pulse Panel

The show’s appreciation (AI) is high and is above the Radio 2 average

Appreciation Index

84 84 84

82 82 82

2017 2018 2019 to date The Michael ball

Show

Radio 2 Average

01:11 01:05

01:15 01:12

01:03

01:17

Adults 15+ 35-54 55+

Q4 17 Q4 18

Slide 8

Time spent per listener is good and above the 1 hour mark; although listening among the younger 35-54s has nudged down, YonY

Ave. hours per listener

Source: RAJAR Q4 2018 15+

0

500

1000

1500

2000

2500

3000

10:30 10:45 11:00 11:15 11:30 11:45 12:00 12:15 12:30 12:45 13:00 13:15

Q4 2017

Q3 2018

Q4 2018

The audience reach flow is extremely consistent with reach at its highest during the first 15 mins of the slot

Slide 9 Source: RAJAR Q4 2018 15+

Reach (000s) R2 Sun, 11:00-13:00

Slide 10

The Audience

The audience skews more well off: 61% are ABC1

The programme attracts a more female

audience: 56% vs 44%

61%

39%

ABC1

C2DE

2% 3%

8%

19%

26%

42%

15-24 25-34 35-44

45-54

55-64

65+ 44%

56%

Male

Female

The audience skews 55+:

68% are 55+

The audience to the programme is more female (56%), older (68% are 55+) than the R2 average. Similar to R2 overall, the audience skews more well off

Source: RAJAR Q4 2018 15+

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

Radio 2: 61% ABC1

Slide 12

There has been a significant increase in listeners aged 55+, in recent years, with no growth among the under 55s

210 141

851 842

1,460

2,093

0

500

1000

1500

2000

2500

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 for Radio 2 Sun, 11:00-13:00

Slide 13

Listening by platform and

location

77% 19% 3%

Given the day of broadcast, it is not surprising that the majority of listening is at home (77%) but there a significant amount of listening done on the move in the car (19%)

Source: RAJAR Q4 2018 15+

0

200

400

600

800

1000

1200

1400

1600

1800

2000

10:30 10:45 11:00 11:15 11:30 11:45 12:00 12:15 12:30 12:45 13:00 13:15

At Home

In A Car/Van/Lorry

At Work/Elsewhere

In home listening is strongest during the 45 mins of the slot. In car listening peaks 1200-1215

Slide 15 Source: RAJAR Q4 2018 15+

Reach (000s), Radio 2 Sun, 11:00-13:00

Slide 16

DAB

AM/FM

Online

2014: 47.1%

2018: 49.7%

2014: 36.3%

2018: 39.9%

2014: 1.7%

2018: 4.1%

Source: RAJAR Q4 2018 15+

With more listening hrs now classified by platform, there is growth in digital listening particularly on DAB Radio

Slide 17

Similar to the station, iPlayer requests for The Michael Ball Show are driven by live 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

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 RequestsLive & Catch-up Good Morning Sunday iPlayer Requests

Slide 18