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Radio 3 Audience Research

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Radio 3 Audience Research Radio 3 Audience Research The following is based on the latest RAJAR information (some of which is available to the public at www.rajar.co.uk). The greater detail available is this report is taken from analysis tools available in many advertising agencies, research companies and other media owners, including all the major commercial radio groups. Nothing presented here is exclusive to the BBC. RAJAR is the joint industry body jointly owned by the BBC and Commercial Radio. It measures radio listening through diaries that are placed with over 130,000 people a year. It’s worth noting that the methodology of RAJAR changed at the beginning of 1999 making strict comparisons with data before that date inaccurate. Prior to RAJAR starting at the end of 1992, the BBC used their own measurement system. For the purposes of this document, I’ve concentrated on more recent years for which full RAJAR is available. Note that all the information here is based on Adults 15+ (the age at which RAJAR defines an adult). There obviously are child listeners (71,000 at the latest count), but I’ve excluded them from this document. Definitions The following are definitions of some of the terms used, as listed on the RAJAR website. Total Survey Area (TSA) The area within which a station's audience is measured. Population The number of people aged 15+ who live within the TSA of a given station. Weekly Reach The number of people aged 15+ who tune to a radio station within at least 1 quarter- hour period over the course of a week. Respondents are instructed to fill in a quarter- hour only if they have listened to the station for at least 5 minutes within that quarter- hour. Between 24.00-06.00, listening is recorded in half-hour periods. Weekly Reach % The Weekly Reach expressed as a percentage of the Population within the TSA. Total Weekly Hours The total number of hours that a station is listened to over the course of a week. This is the sum of all quarter-hours for all listeners. Average Hours The average length of time that listeners to a station spend with the station. This is calculated by dividing the Weekly Hours by the Weekly Reach. Long Term Trends The current weekly reach for Q3 2004 (21 June – 12 September) for Radio 3 is 2.072m representing a 2.5% increase on the previous quarter, and the weekly hours are 11.965m, a 0.9% decrease on the previous quarter. Year on year, these figures represent a 6.4% fall in reach terms and a 2.9% fall in hours. Over the course of a month, the reach of Radio 3 increases to 3.464m, and over a full quarter it reaches 4.699m different adults. As the charts below shows, since the change of methodology at the end of the nineties, Radio 3’s reach and hours have been very consistent, with the reach rarely falling below 2m and hours drifting between 12m and 14m over the period. Radio 3 Reach 3,000 2,500 2,000 1,500 '000s 1,000 RAJAR changes methodology 500 0 Q2 1996 Q4 1996 Q2 1997 Q4 1997 Q2 1998 Q4 1998 Q2 1999 Q4 1999 Q2 2000 Q4 2000 Q2 2001 Q4 2001 Q2 2002 Q4 2002 Q2 2003 Q4 2003 Q2 2004 times, andthesmallernumberwho cons shortperiodsof the averagehoursobviouslydisguisethosewholistenforrelatively hoursaweek,although 6 consistent forafairly The “average”Radio3listenerlistens '000s '000s 0 1 2 3 4 5 6 7 8 10,000 12,000 14,000 16,000 Q2 1996 2,000 4,000 6,000 8,000 Q3 1996 0 Q4 1996 Q2 1996 Q1 1997 Q4 1996 Q2 1997 Q3 1997 Q2 1997 Q4 1997 Q1 1998 Q4 1997 Q2 1998 Q3 1998 Q2 1998 Q4 1998 RAJAR changes methodology Q1 1999 Q4 1998 RAJAR changes methodology Q2 1999 Hours Average 3 Radio Q3 1999 Q2 1999 Radio 3Hours Q4 1999 Q1 2000 umer manyhoursofRadio3aweek. Q4 1999 Q2 2000 Q3 2000 Q2 2000 Q4 2000 Q1 2001 Q4 2000 Q2 2001 Q2 2001 Q3 2001 Q4 2001 Q4 2001 Q1 2002 Q2 2002 Q2 2002 Q3 2002 Q4 2002 Q4 2002 Q1 2003 Q2 2003 Q2 2003 Q3 2003 Q4 2003 Q4 2003 Q1 2004 Q2 2004 Q2 2004 Q3 2004 terms of hours. What that meansist terms ofhours.Whatthat it’s 61in in termsofreach,whilst is57 range. ThemeanageofRadio3listeners weightedtowardstheolderage theRadio3audienceissignificantly Unsurprisingly, Demographics groups. by age ofRadio3’saudience out byexamining andhours thereach This isborn '000s '000s 1000 1500 2000 2500 3000 3500 500 100% 10% 20% 30% 40% 50% 60% 70% 80% 90% 0 0% Q2 1996 Q2 1996 Q3 1996 Q3 1996 Q4 1996 Q4 1996 Q1 1997 Q1 1997 Q2 1997 Q2 1997 Q3 1997 Q3 1997 Q4 1997 Adults 15-24 Q4 1997 15-24 Q1 1998 Q1 1998 Q2 1998 Q2 1998 Q3 1998 Q3 1998 Q4 1998 25-34 Adults Q4 1998 25-34 Q1 1999 Q1 1999 -% Age by Reach 3 Radio Q2 1999 Age by Reach 3 Radio Q2 1999 listenlonger. tendto hat olderlisteners Q3 1999 Q3 1999 Q4 1999 35-54 Adults Q4 1999 35-44 Q1 2000 Q1 2000 Q2 2000 Q2 2000 Q3 2000 Q3 2000 Q4 2000 45-54 Adults Q4 2000 45-54 Q1 2001 Q1 2001 Q2 2001 Q2 2001 Q3 2001 Q3 2001 Q4 2001 Adults 55+ Q4 2001 55+ Q1 2002 Q1 2002 Q2 2002 Q2 2002 Q3 2002 Q3 2002 Q4 2002 Q4 2002 Q1 2003 Q1 2003 Q2 2003 Q2 2003 Q3 2003 Q3 2003 Q4 2003 Q4 2003 Q1 2004 Q1 2004 Q2 2004 Q2 2004 Q3 2004 Q3 2004 hours. 7% oflistening just year oldscontribute whilst 15-34 55 orolder, bythoseaged In Q32004,72%ofalllisteningiscontributed '000s '000s 10000 12000 14000 16000 2000 4000 6000 8000 100% 10% 20% 30% 40% 50% 60% 70% 80% 90% 0% 0 Q2 1996 Q2 1996 Q3 1996 Q3 1996 Q4 1996 Q4 1996 Q1 1997 Q1 1997 Q2 1997 Q2 1997 Q3 1997 Q3 1997 Q4 1997 15-24 Adults Q4 1997 15-24 Q1 1998 Q1 1998 Q2 1998 Q2 1998 Q3 1998 Q3 1998 Q4 1998 25-34 Adults Q4 1998 25-34 Q1 1999 Q1 1999 % - Age by Hours 3 Radio Q2 1999 Age by Hours 3 Radio Q2 1999 Q3 1999 Q3 1999 Q4 1999 Adults 35-44 Q4 1999 35-44 Q1 2000 Q1 2000 Q2 2000 Q2 2000 Q3 2000 Q3 2000 Q4 2000 45-54 Adults Q4 2000 Q1 2001 45-54 Q1 2001 Q2 2001 Q2 2001 Q3 2001 Q3 2001 Q4 2001 Q4 2001 55+ Adults Q1 2002 55+ Q1 2002 Q2 2002 Q2 2002 Q3 2002 Q3 2002 Q4 2002 Q4 2002 Q1 2003 Q1 2003 Q2 2003 Q2 2003 Q3 2003 Q3 2003 Q4 2003 Q4 2003 Q1 2004 Q1 2004 Q2 2004 Q2 2004 Q3 2004 Q3 2004 Listening Patterns The following charts show the Radio 3 listening patterns, plotted by half-hour reaches through the day. Radio 3 Weekday Listening 160 140 120 100 80 '000s 60 40 20 0 06.00 07.00 08.00 09.00 10.00 11.00 12.00 13.00 14.00 15.00 16.00 17.00 18.00 19.00 20.00 21.00 22.00 23.00 24.00 01.00 02.00 03.00 04.00 05.00 It’s clear that there are broadly two peaks during the day – at breakfast running into the morning, with peak audiences at 8.30am and 10.00am, and in the evening, with a peak between 7.30 and 8.00pm. It should be noted at this point, that during much of the period measured in this RAJAR sweep, the Proms were being relayed live during the evening. Live and recorded concert broadcasts during this time period make up the programming for most of the rest of the year however. In comparison with broader music stations, the evening peak is unusual and reflects the different audience and programming that’s available at that time. SaturdaysandSundays. on overall peaktimeforradiolistening varies, with midmorning also beingthe available audience On abroaderscale,the programmes. sequence of thejazz Routesand inWorld typesofmusicfeatured different distinctly shows moreextreme onSaturdayofthe movements possibly theinclusion dueto aroundinwho’slisteni significant jumps meansthattherearesome The moreprogrammeorientatedweekendoutput '000s '000s 100 120 140 160 180 200 100 120 140 160 20 40 60 80 20 40 60 80 0 0 06.00 06.00 07.00 07.00 08.00 08.00 09.00 09.00 10.00 10.00 11.00 11.00 12.00 12.00 13.00 13.00 14.00 14.00 Radio 3 Saturday Listening Radio 3 Sunday Listening Sunday 3 Radio 15.00 15.00 ng towhatandwhen.TheSaturdaychart 16.00 16.00 17.00 17.00 18.00 18.00 19.00 19.00 20.00 20.00 21.00 21.00 22.00 22.00 23.00 23.00 24.00 24.00 01.00 01.00 02.00 02.00 03.00 03.00 04.00 04.00 05.00 05.00 Programming This section examines the audiences for individual programmes. Obviously, Radio 3’s schedule means that programme lengths can vary in some of the slots on a day by day basis, so I’ve used a set of “average” show times. Similarly, the same programming doesn’t run every day across the week, but I’ve supplied Mon-Fri average figures here for simplicity. So the jazz programming on Fridays is actually amalgamated into the Monday-Thursday programming. Since I’ve compiled this with the current Radio 3 schedule, it’s possible that some of the programmes shown at the time of the RAJAR wave will have been different (e.g.
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