BBC Radio 4 Book of the Week: Mon-Fri, 09.45-10.00; 24.30-24.45

Home , BBC Radio 4

Slide 1 Summary Points • Book of the Week’s reach has grown across the last year, now sitting at 3.2m/10.5% share.

• Audience appreciation for the programme is steady on the year and in line with the Radio 4 average.

• Book of the week appeals to older and more female audiences with 50% of the audience 65+

Slide 2

Weekly Reach (000’s): Share of listening: Av. Hrs per listener:

3,223 10% 00:34

10.00; 10.00; -

37% 63% Highest day of

Fri, 09.45 Fri, AI average: - reach:

Monday

24.45 81

- (1,504) 24.30 Average age: Proportion who Proportion who

Book of the Week: MonWeek: the of Book 62 also listen to:

– listen every day: Various Mon-Fri 09.00-09.45: 88% Proportion target Woman's Hour Mon-Fri 10.00- 10% audience: 10.45: 75% (35-54 ABC1) : 16% 15 Minute Drama Mon-Fri 10.45-

11.00: 57% SNAPSHOT

Source: RAJAR Q1 2017 15+/Pulse Slide 3 Live radio listening performance & appreciation

Slide 4 tends to fluctuate around 9% around to fluctuate tends asshare time, over steadily grown has Reach Source: RAJAR Q1 2017 15+ RAJAR 2017 Q1 Source: 10.5 0.5 11.5 1.5 8.5 9.5 10 0 11 1 9 3,076 Q2 Q2 15 10.2

3,080 Q3 Q3 15 10.1

Share % 3,131 Q4 Q4 15 10.4

2,996 Q1 Q1 16 9.7

Slide Slide 5

3,150 Q2 Q2 16 9.7

- 10% mark Reach (000s) 3,054 Q3 Q3 16 9.3

3,347 Q4 Q4 16 10.9

3,223 Q1 Q1 17 10.5

2800 3000 3200 3400 Book of the Week’s appreciation score is in line with the station’s average of 81

Appreciation Index

2015 2016

81 81 80 Book of the Week Radio 4 Average

Source: Pulse Panel Time spent listening has increased slightly on the year, driven by an older audience (55+)

Ave. hours per listener Q1 16 Q1 17

00:37 00:35 00:33 00:34 00:29 00:28 00:25 00:24

Adults 15+ 15-34 35-54 55+

Source: RAJAR Q1 2017 15+ Slide 7 Audience reach is ever so slightly stronger at the start of Book of the Week

Reach (000s) Book of the Week Mon-Fri, 09.45-10.00; 24.30-24.45 4000 Q1 2016 Q4 2016 3500 Q1 2017 3000

2500

2000

1500

1000

500

0 09:15 09:30 09:45 10:00 10:15 00:00 00:30 01:00

Source: RAJAR Q1 2017 15+ Slide 8 The Audience

Slide 9 Book of the Week audience skews more female (60%), older (50% are 65+) and more well off (72% are ABC1)

15-24 25-34 35-44 5% C2DE 1% 7% male 45-54 28% 40% 15% 65+ 50% 60% female 72% 22% ABC1 55-64

The programme attracts a more female audience: The audience skews 65+: The audience skews more 60% vs 40% well off: 50% are 65+ 72% are ABC1 Radio 4 Average: Male: 51.1%, Female: Radio 4 Average: Radio 4 Average: 48.9% 36.5% aged 65+ 74.6% ABC1

Source: RAJAR Q1 2017 15+ There has been an increase in listeners aged 55+, while reach of younger audiences is stable

3000 Reach (000s) by age groups for Book of the Week Mon-Fri, 09.45-10.00; 24.30-24.45

2500 2,384 2000

1500

1000 765 500 198

Q4 2010 Q4 2013 Q3 2015 Q4 Q2 2007 Q2 2007 Q3 2007 Q4 2008 Q1 2008 Q2 2008 Q3 2008 Q4 2009 Q1 2009 Q2 2009 Q3 2009 Q4 2010 Q1 2010 Q2 2010 Q3 2011 Q1 2011 Q2 2011 Q3 2011 Q4 2012 Q1 2012 Q2 2012 Q3 2012 Q4 2013 Q1 2013 Q2 2013 Q4 2014 Q1 2014 Q2 2014 Q3 2014 Q4 2015 Q1 2015 Q2 2015 Q3 2016 Q1 2016 Q2 2016 Q3 2016 Q4 2017 Q1 15-34 35-54s 55+ Linear (35-54s) Linear (55+)

Source: RAJAR Q1 2017 15+ Slide 11 Listening by platform and location

Slide 12 The majority of listening occurs at home (82%)

82% 13% 5%

Source: RAJAR Q1 2017 15+ Listening at home drops off slightly across the 15 minutes

3000 Reach (000s) Book of the Week Mon-Fri, 09.45-10.00; 24.30-24.45 At Home In A Car/Van/Lorry 2500 At Work/Elsewhere

2000

1500

1000

500

0 09:15 09:30 09:45 10:00 10:15 00:00 00:30 01:00

Source: RAJAR Q1 2017 15+ Slide 14 Listening to the show via digital devices has increased significantly

AM/FM DAB Online

2014: 60.7% 2014: 28.5% 2014: 3.4% 2017: 54% 2017: 35.5% 2017: 7%

Source: RAJAR Q1 2017 15+ Slide 15

Slide 16