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, Show: Folk19:00 Wed,

Proportion who – 52 also listen to: Mon-Fri 06.30- Proportion target 09.30: 79% audience: Mon-Thu 20.00- 22.00: 50% SNAPSHOT SNAPSHOT (35-44) : 15% Mon-Fri 17.00- 19.00: 85%

Source: RAJAR Q4 2016 15+ / Pulse Slide 3 Live radio listening performance & appreciation

Slide 4 2016 compared to 2015 to 2016 compared in downwards nudged have share and Reach Source: RAJAR Q4 2016 15+ RAJAR 2016 Q4 Source: 0.5 10 1.5 12 11 8 6 9 5 7 0 1 Q1 Q1 15 856 11.1

Q2 Q2 15 872 11.3

Share % Q3 Q3 15 911 11.0

Q4 Q4 15 824 10.3

Slide Slide 5

Q1 Q1 16 806 10.2

Reach (000s) Q2 Q2 16 819 10.8

Q3 Q3 16 795 9.7

Q4 Q4 16 840 10.4

700 750 800 850 900 950 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+ Long term increase in reach among 55+, with more fluctuation for the 35-54s (although the long term picture is of stability)

450 Reach (000s) by age groups for Folk Show Wed, 19:00-20:00 400 375 350 338 300 250 200 150 100 127 50

0

Q1 2012 Q1 2014 Q3 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 2010 Q4 2011 Q1 2011 Q2 2011 Q3 2011 Q4 2012 Q2 2012 Q3 2012 Q4 2013 Q1 2013 Q2 2013 Q3 2013 Q4 2014 Q1 2014 Q2 2014 Q4 2015 Q1 2015 Q2 2015 Q3 2015 Q4 2016 Q1 2016 Q2 2016 Q3 2016 Q4 15-34 35-54s 55+

Source: RAJAR Q4 2016 15+ Slide 11 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- schedule included; UK only. Figures monthly Slide 16

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