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BBC Radio 2 Folk Show: Wed, 19:00-20:00

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BBC Radio 2 Folk Show: Wed, 19:00-20:00 BBC Radio 2 Folk Show: Wed, 19:00-20:00 Slide 1 Summary points • Reach, share and appreciation for the Folk Show have dipped in 2016 compared to 2015, but the show retains an audience of around 800k every Wednesday evening. • The slot has an older (although average age matches the Radio 2 average of 52), male and more well-off audience, but particularly does well among 45-54s (they make up 25% of the audience, compared to 23% Radio 2 average). • The programme receives around 60k episode requests per month, with approx. two thirds of these for live listening. Slide 2 Weekly Reach: Share of listening: Av. Hrs per listener: 840k 10% 38 mins 20:00 - 55% 45% AI average (2016): 77 Average age: Folk Show: Wed, FolkShow: Wed, 19:00 Proportion who – 52 also listen to: Chris Evans Mon-Fri 06.30- Proportion target 09.30: 79% audience: Jo Whiley Mon-Thu 20.00- 22.00: 50% SNAPSHOT SNAPSHOT (35-44) : 15% Simon Mayo Mon-Fri 17.00- 19.00: 85% Source: RAJAR Q4 2016 15+ / Pulse Slide 3 Live radio listening performance & appreciation Slide 4 Reach and share have nudged downwards in 2016 compared to 2015 Share % Reach (000s) 911 1.5 856 872 950 824 819 840 900 1 806 795 850 0.5 800 750 120 700 11 10 11.3 11.1 11.0 10.8 10.4 9 10.3 10.2 9.7 8 7 6 5 Q1 15 Q2 15 Q3 15 Q4 15 Q1 16 Q2 16 Q3 16 Q4 16 Source: RAJAR Q4 2016 15+ Slide 5 Appreciation (AI) for the Folk Show dipped -5pts in 2016, falling short of the Radio 2 average Appreciation Index 2015 2016 82 82 Folk Show Radio 2 average 77 Source: Pulse Panel Average time spent with the Folk Show has risen by +2mins YoY, with increases for 35-54s and 55+ listeners Ave. hours per listener Q4 15 Q4 16 00:40 00:38 00:38 00:38 00:36 00:34 Adults 15+ 35-54 55+ Source: RAJAR Q4 2016 15+ Slide 7 Audiences drop out throughout the programme, but there have been marginal increases on the previous quarter and year 1200 Reach (000s) Folk Show Wed, 19:00-20:00 Q4 2015 Q3 2016 1000 Q4 2016 800 600 400 200 0 6:30 6:45 7:00 7:15 7:30 7:45 8:00 8:15 Source: RAJAR Q4 2016 15+ Slide 8 The Audience Slide 9 The slot pulls in a more male and well-off audience, and particularly does well with 45-54s 15-24 25-34 65+ 5% C2DE 24% 10% female 35-44 37% 45% 15% 55% male 63% 21% ABC1 55-64 25% 45-54 The programme The audience skews The audience skews attracts a more male 45-54: more well off: audience: 25% are 45-54 63% are ABC1 55% vs 45% Radio 2 average: Radio 2 average: Radio 2 average: Male: 50%, Female: 50% 23% aged 45-54 61% are ABC1 Source: RAJAR Q4 2016 15+ Source: RAJAR Source: Q4 2016RAJAR 15+ long term picture isof stability) more fluctuation for the 35 Long term increase in reach among 55+, with 200 250 300 350 400 450 100 150 50 0 Q2 2007 19:00Wed, Show Folk for groups ageby (000s) Reach Q3 2007 Q4 2007 Q1 2008 Q2 2008 Q3 2008 Q4 2008 Q1 2009 Q2 2009 Q3 2009 Q4 2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010 15-34 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Slide - 35-54s Q1 2012 20:00 11 Q2 2012 Q3 2012 - Q4 2012 54s (although the Q1 2013 55+ Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 2016 Q3 2016 Q4 2016 127 338 375 Listening by platform and location Slide 12 As with other weekday evenings, around two thirds (70%) of listening is done at home, with a quarter (25%) in car Proportion of listening hours split by location, Folk Show Weds, 19:00-20:00 70% 25% 5% Source: RAJAR Q4 2016 15+ Both at home and in car listening edge downwards throughout the slot, peaking in the first 15 mins 700 Reach (000s) Folk Show Wed, 19:00-20:00 At Home In A Car/Van/Lorry 600 At Work/Elsewhere 500 400 300 200 100 0 6:30 6:45 7:00 7:15 7:30 7:45 8:00 8:15 Source: RAJAR Q4 2016 15+ Slide 14 Listening to the show via digital devices is increasing – particularly DAB Proportion of listening hours split by Platform, Folk Show Weds, 19:00-20:00 AM/FM DAB Online 2013: 64% 2013: 26% 2013: 2% 2016: 60% 2016: 32% 2016: 4% Source: RAJAR 15+ (12 month weight) Slide 15 The Folk Show generates approx. 60k episode requests per month, with around two thirds of those being live requests Live & Catch-up: Folk Show EPISODE Requests Catch-up UK Requests 80 Live UK Requests 70 60 25 50 28 27 23 26 22 19 40 24 Thousands 30 48 20 36 38 37 36 33 30 34 10 0 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Source: Comscore digital analytics /R&M Multiplatform; UK/ BBC iStats av; off- Slide 16 schedule included; UK only. Figures monthly Slide 17 .
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