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

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BBC Radio 4 Book of the Week: Mon-Fri, 09.45-10.00; 24.30-24.45 BBC Radio 4 Book of the Week: Mon-Fri, 09.45-10.00; 24.30-24.45 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 Reach has grown steadily over time, as share tends to fluctuate around 9%-10% mark Share % Reach (000s) 3,347 1.5 3,223 3400 3,076 3,080 3,131 3,150 1 2,996 3,054 3200 0.5 3000 11.50 2800 11 10.5 10.9 10 10.5 10.4 10.2 9.5 10.1 9.7 9.7 9 9.3 8.5 Q2 15 Q3 15 Q4 15 Q1 16 Q2 16 Q3 16 Q4 16 Q1 17 Source: RAJAR Q1 2017 15+ Slide 5 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+ Source: RAJAR Source: Q1 2017RAJAR 15+ 1000 1500 2000 2500 3000 55+, There has been an increase in listeners aged 500 0 Q2 2007 Mon Week the of Book for groups ageby (000s) Reach Q3 2007 while reach of Q4 2007 Q1 2008 Q2 2008 Q3 2008 Q4 2008 Q1 2009 15-34 Q2 2009 Q3 2009 Q4 2009 Q1 2010 Q2 2010 35-54s Q3 2010 Q4 2010 Q1 2011 younger audiences isstable Q2 2011 55+ Q3 2011 Q4 2011 Slide Q1 2012 - 11 Q2 2012 09.45 Fri, Linear (35-54s) Linear Q3 2012 Q4 2012 Q1 2013 - Q2 2013 24.30 10.00; Q3 2013 Q4 2013 Q1 2014 Q2 2014 - 24.45 Linear (55+) Linear Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 2016 Q3 2016 Q4 2016 198 765 2,384 Q1 2017 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 .
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