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BBC Radio 3 Slot: Fri, 2200-2245

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BBC Radio 3 Slot: Fri, 2200-2245 BBC Radio 3 Slot: Fri, 2200-2245 Slide 1 Headlines • The Verb (Fri 22:00-22:45) has 59k live listeners each week (Q417), the highest reach since Q2 16. Share has also increased to its highest level for a year at 1.4% (Q417). • The programme’s audience skews older (58% aged 65+) and more well off (58% 65+) but is less well off (C2DE 30%) than the typical Radio 3 listener. • There has been a significant growth in audience appreciation (AI), year on year from 76 to 81. However, it remains below the Radio 3 average which currently stands at a high 84. • The audience peaks during the last 15 mins of the programme with 43k listeners between 2230-2245. Normally, this would be driven by people switching on as they get ready for bedtime, however, the location of listening data suggests that it is driven by people switching on in cars as they potentially travel home, after being out socialising on a Friday evening. • Positively, time spent per listener has shown growth among the younger Radio 3 target of 35- 54s and they now spend the most time listening to the programme (42mins each week vs only 30 mins among the older 55+). However, listening among that older audience has fallen and as they account for the majority of the audience, this has driven the overall average time spent down to 30 mins (-4mins YonY). Weekly Reach (000’s): Share of listening: Av. Hrs per listener: 59k 1.4% 30 mins 42% 58% 2245 - AI average (2017): 2200 81 The Verb: Fri, The Verb: – Average age: Proportion who also listen to: 65 years Radio 3 in Concert (Fri) Fri 19.30-22.00: 42% Proportion target The Essay (Mon-Fri) Mon-Fri 22.45-23.00: 67% SNAPSHOT audience: Free Thinking Tue-Thu 22.00-22.45: 50% (35-54 ABC1): 8% Source: RAJAR Q4 2017 15+ Slide 3 Live radio listening performance & appreciation Slide 4 Reach and share to The Verb has been steady over the last 2 years. Positively, reach nudged up to its highest level since Q216 in the most recent Quarter Share % Reach (000s) 62 1.5 55 55 57 53 49 52 59 80 1 60 40 0.51.8 20 0 0 1.6 1.4 1.7 1.6 1.5 1.5 1.2 1.4 1 1.3 1.2 1.2 0.8 0.6 0.4 0.2 0 Q1 16 Q2 16 Q3 16 Q4 16 Q1 17 Q2 17 Q3 17 Q4 17 Source: RAJAR Q4 2017 15+ (12 month weight) Slide 5 The show’s appreciation (AI) remains below the Radio 3 network average but moved significantly upwards, year on year Appreciation Index 2016 2017 84 Radio 3 The Verb 82 81 Radio 3 Average 76 Source: Pulse Panel Overall, time spent per listener has slightly decreased, year on year. However , positively it has grown among the younger network target of 35-54s Ave. hours per listener Q4 16 Q4 17 00:42 00:34 00:34 00:32 00:30 00:30 Adults 15+ 35-54 55+ Source: RAJAR Q4 2017 15 + (12 month weight) Slide 7 In the latest quarter, audience reach peaked between 2230-2245 suggesting a switch on point to the network Audiences are down on the year across the first half hour of the programme, with the exception of that last quarter hour period. Later in the deck, we see that it is people switching on during that last period whilst they are in the car, potentially driving home after being out that evening. 80 Reach (000s) The Verb Fri, 22:00-22:45 70 Q4 2016 60 Q3 2017 Q4 2017 50 43 40 30 20 10 0 21:30 21:45 22:00 22:15 22:30 22:45 23:00 Source: RAJAR Q4 2017 15+ (12 month weight) Slide 8 The Audience Slide 9 Listeners to the show are more female and older than the Radio 3 audience overall but less well off than the typical R3 listener 25-34 35-44 12% C2DE 2% 45-54 31% male 7% 42% 58% 58% female 65+ 21% 69% 55-64 ABC1 The programme attracts The audience attracts an The audience skews a more female older audience more well off: audience: 58% are 65+ 69% are ABC1 58% vs 42% Radio 3 Average 25-34 35-44 C2DE 45-54 7% 24% female 8% 50% 50% 44% male 65+ 17% 55-64 76% 19% ABC1 Source: RAJAR Q4 2017 15+ (12 month weight) Source: RAJAR Source: Q4 2017RAJAR 15 this group has moved to its highest level for 8years levelgroup hashighestto itsthis moved and reachamongaudience by the55+Reach isdriven 20 30 40 50 60 10 0 Q1 2008 22:00Fri, Verb The for groups age by (000s) Reach Q2 2008 Q3 2008 Q4 2008 Q1 2009 + (12 weight) (12 month + Q2 2009 Q3 2009 Q4 2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011 15-34 Q1 2012 Q2 2012 Q3 2012 - 22:45 Slide Q4 2012 35-54s 11 Q1 2013 Q2 2013 Q3 2013 Q4 2013 55+ Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 25 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 2016 Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017 Q4 2017 47 5 7 Listening by platform and location Slide 12 Given the broadcast time, it isn’t surprising that the majority of listening is within the home (91%) At Home In the Car At Work/Elsewhere 91% 7% 1% Source: RAJAR Q4 2017 15+ (12 month weight) Marginal loss in listeners within the home, after the first 15 mins of programme. There is a small uplift in listeners tuning in for the last 15 mins as they travel home later after potentially socialising on a Friday evening 60 Reach (000s) The Verb Fri, 22:00-22:45 At Home In A Car/Van/Lorry 50 At Work/Elsewhere 40 30 20 10 0 21:30 21:45 22:00 22:15 22:30 22:45 23:00 Source: RAJAR Q4 2017 15+ (12 month weight) Slide 14 Listening to the programme via a DAB Radio has shown significant growth over the last 3 years and is now just below listening via analogue radio AM/FM DAB Online 2014: 57% 2014: 26% 2014: 8.1% 2017: 47% 2017: 41% 2017: 7.6% Source: RAJAR Q4 2017 15+ (12 month weight) Slide 15 Online requests are low to the programme with only c5k in total each month. The most popular episode in 2017 was in July, ‘The Verb – David Sedaris and Sarah Churchwell’, with 3,242 requests. Catch-up UK Requests 7.0 Live UK Requests Note: from Nov. 16 to Oct. 17, off schedule Audio numbers incorrectly included some Live Audio 6.0 figures. The issue has been rectified from Nov. 17 5.0 4.0 4 3 3 3 3 3.0 2 3 2 4 Thousands 2.0 1 1 1.0 2 2 2 2 2 2 2 2 1 1 1 0.0 1 Source: Comscore digital analytics /R&M Multiplatform; UK/ BBC iStats av; off-schedule included; UK only. Figures monthly Slide 17 .
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