Lamia Dabboussy, Head of Audience Planning and Brand Insight

Good Morning culture eats strategy for breakfast We reach 97% of the UK Who spend on average almost 19 hours a week with the BBCBig And BBC content is chosen 185 million times a day 07:45 08:00 08:15 09:00 09:15-12:00 13:00 500,000 2.0m browsers access 3.8m 1.9m 5.1m BBC Online 12.7m browsers check the watch BBC browsers access BBC listen to BBC start the day with BBC Weather and 3.3m watch the BBC One Breakfast Online Radio 2 BBC Radio Travel site o’clock News 15:45 17:00 17:15 18:00 18:30 18:45 On weekday afternoons: 7.0m 3.5m 6.0m 6.9m 600,000 500,000 watch CBBC listen to BBC watch Pointless on watch the BBC Six watch BBC Regional get ready for bed with On Saturday pm in the football season: Radio BBC One o’clock News News CBeebies Bedtime Hour Z 2.8m listen to 5Live or BBC Local Radio; Drivetime 1.4m browsers check BBC Sport site 19:00 19:30-22:00 22:00 23:00 Z 1.2m 16.6m 6.3m 500,000 tune into The Archers on Radio 4 turn on to BBC TV watch the BBC Ten o’clock News BBC iPlayer requests 308m global audience And really complex It took 75 years for the telephone to connect 50 million people It took radio 38 years to reach 50 million listeners It took TV 13 years to reach 50 million viewers It took the internet 4 years to reach 50 million users iPod reached 50 million users in 3 years Angry Birds Space app hit 50 million downloads in 35 days 26 24 22 20 18 Born in 1980 (Now age 34) 16 Born in 1985 (Now age 29) Born in 1990 (Now age 24) 14 Born in 1995 (Now age 19) 12 Born in 2000 (Now age 14) Hours per head per week per head per Hours Born in 2005 (Now age 9) 10 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 All data points are based on BARB Q4 1995 to Q4 2014 (Q4 2009 (exc. Wk 53). Total Television, whole day, Mon-Sun. Source: BARB/TRP Nick North, Director of Audiences MRG - Connected Future We see our challenge as finding ways to make sense of all of this. To communicate it and to use it to inspire and shape what we do. Audience research Audience Marketing Planning Science Outreach Audience Shows & Engagement & UX Tours Insight Audience myBBC Services Digital Analytics Who we work with Channel Controllers Product Leads & Developers Commissioners Development Teams Schedulers Executive Producers Marketing Directors of Division Strategy teams Content-makers Research and Development Typical questions… How should our content How do we create impact Who was watching? offer evolve? with this genre? Why didn’t that programme What should the BBC be land well with audiences? offering in this area? How can we save money How are non traditional How have other channels and still deliver to our competitors affecting media been doing? objectives? behaviour? How can we get more kids What audiences should we into coding? target with our marketing? But it’s not just about the big numbers… Reach Impact Quality Value Doing the actual research and planning work is just half the challenge Decision-Makers Casting and Makers Key Moments Timing and Continual Influence Approach Partner and Provider C.A.N.O.E A non-traditional approach INSIGHT & ANALYSIS A non-traditional approach INSIGHT & ANALYSIS Moving into action INSIGHT & CREATIVE ANALYSIS BRIEFS With money! INSIGHT & CREATIVE Online ANALYSIS BRIEFS Challenge Testing and evolution …. CONCEPT INSIGHT & CREATIVE CONNECTED TESTING & ANALYSIS BRIEFS STUDIO FUNDING Future of TV formats Digital behaviours and future formats What should BBC television We re-framed this question… look like in the future? What will we How will we “What is the BBC make? work? going to be best in (the content (the ‘operating the world at in 10 strategy) model’) years’ time?” Series of experimental ‘pilots’ digital video-based storytelling participation What did we come up with, and what did it do? 6 x ‘video + digital behaviours’ formats micro video Short-form video UGC video reactive video interactive video 360 video The brief that TV ‘pilots’ are working with: Project KING digital experiment brief "bingo card" 16-20 21-34 35-44 45-54+ v. brief description no children with children no children with children no children with children of Audiences male female male female male female male female male female male female male female Genres v. focussed (e.g. astronomy) v. broad (e.g. food) blended (e.g. comedy meets science) Examples of what Super short / Micro video for Fast Turnaround Immersive 360 Interactive Curat ed UGC Video Short Form we can make SMS or SM distribution Video Production Video Video publishing, distributing, communicating personalising and interacting, documenting and Digital Behaviours endorsing frequently curating participating & playing creating Interesting / Digital 'genres' Cute Win Fail LOL OMG / WTF Mov ing Life-hack (learning) watercooler Also important to can this approach/format can this approach/format can we re-use this format? think about… work in other genres? work for other audiences? 15-Nov-15 Shakespeare 2016 MRG - Connected Future Our north stars Universal human needs will continue to drive behaviour We are inherently social We look for ways to put structure in our lives We look for pleasure and usually see media as a leisure activity We meet these needs in the easiest way to get what we want Thanks Questions?.

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