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BBC Radio 2 Sunday, 11:00-13:00

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BBC Radio 2 Sunday, 11:00-13:00 BBC Radio 2 Sunday, 11:00-13:00 Slide 1 Key points o A general reminder that Radio 2 has an increased focus on reaching younger 35-44 listeners. o Reach for this timeslot has been extremely consistent with a good c3m listeners each week. Share of listening is strong and moved to a 2 year high of 19.7% in the latest quarter. o Time spent with this slot is good at over the 1 hour mark each week but time spent has nudged down among 35-54s, year on year. o The audience to the slot is more female (56%), but significantly older than the average R2 audience (68% are 55+). The audience has a ABC1 bias (61%), the same as the network average. o The audience appreciation (84) is high for the current programming, consistently above the network average. o The majority of listening (77%) is in the home, unsurprising given the day of the week but there is also a fifth of listening done in the car. Slide 2 Radio 2 has an increased focus on reaching younger 35-44s and specifically less well off women aged 35-44 35-44 C2DE Women Radio 2 Reach % About them: 1.7m - 71% are married (index=119) 3% of - 76% have children (index=250) UK 65+ 33% - 31% work part-time (index=242) adults - C2DE women aged 35-44 are time poor, family orientated, All Adults 27% put children first and are tight for money. - Big listeners of Commercial stations: Heart, Smooth, Magic. Enjoy upbeat contemporary music and fun features. 35-44s 24% BBC Commercial Radio 2 35-44 Radio Reach: Reach: C2DE Reach: 19% 1.26m/ 324k/ Women 739k/ 74% 19% 43% Source: RAJAR Q4 2018 15+, /IPA Touchpoints Slide 3 Weekly Reach (000’s): Share of listening: Av. Hrs per listener: 3,076 20% 01:12 44% 56% AI average 13:00 2019 to date: - , , 11:00 84 Sun – Average age: 60 years Proportion who also listen to: SNAPSHOT Steve Wright's Sunday Love Songs Sun 09.00-11.00: Proportion target 71% audience: Elaine Paige on Sunday Sun 13.00-15.00: 46% 35-44 C2DE women: Zoe Ball Breakfast Show Mon-Fri 06.30-09.30: 72% 1% Source: RAJAR Q4 2018 15+ Slide 4 Live radio listening performance & appreciation Slide 5 Reach to the slot has been extremely consistent with a good 3 million listeners. Share is strong and has hit its highest level in 2 years at nearly 20% in the latest Q Share % Reach (000s) 3,152 2,762 3,042 3,150 3,204 3,031 3,002 3,076 4000 3000 2000 1000 0 19.8 19.7 19.6 19.4 19.0 18.5 18.3 17.5 Q1 17 Q2 17 Q3 17 Q4 17 Q1 18 Q2 18 Q3 18 Q4 18 Source: RAJAR Q4 2018 15+ Slide 6 The show’s appreciation (AI) is high and is above the Radio 2 average Appreciation Index 2017 2018 2019 to date The Michael ball Show 84 84 84 Radio 2 Average 82 82 82 Source: Pulse Panel Time spent per listener is good and above the 1 hour mark; although listening among the younger 35-54s has nudged down, YonY Ave. hours per listener Q4 17 Q4 18 01:15 01:17 01:11 01:12 01:05 01:03 Adults 15+ 35-54 55+ Source: RAJAR Q4 2018 15+ Slide 8 The audience reach flow is extremely consistent with reach at its highest during the first 15 mins of the slot 3000 Reach (000s) R2 Sun, 11:00-13:00 Q4 2017 Q3 2018 2500 Q4 2018 2000 1500 1000 500 0 10:30 10:45 11:00 11:15 11:30 11:45 12:00 12:15 12:30 12:45 13:00 13:15 Source: RAJAR Q4 2018 15+ Slide 9 The Audience Slide 10 The audience to the programme is more female (56%), older (68% are 55+) than the R2 average. Similar to R2 overall, the audience skews more well off 15-24 25-34 2% 35-44 3% 8% C2DE Male 65+ 45-54 39% 44% 42% 19% Female 56% 61% ABC1 26% 55-64 The programme The audience skews The audience skews attracts a more female 55+: more well off: audience: 68% are 55+ 61% are ABC1 56% vs 44% Radio 2: 50/50 Radio 2: 36% 35-54; Radio 2: 61% ABC1 50% 55+ Source: RAJAR Q4 2018 15+ Source: RAJAR Source: Q4 2018RAJAR 15+ 2500 1000 1500 2000 55 has been There 500 0 +, 1,460 210 Q1 2009 851 Reach (000s) by age groups for for groups ageby (000s) Reach Q2 2009 55s under the among no growth years, recent with in Q3 2009 Q4 2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011 a significant increase a significant Q3 2011 Q4 2011 Q1 2012 Sun 2 Radio Q2 2012 Q3 2012 Q4 2012 15-34 Q1 2013 Q2 2013 , 11:00 Q3 2013 Slide - Q4 2013 13:00 35-54s 12 Q1 2014 Q2 2014 Q3 2014 Q4 2014 55+ Q1 2015 Q2 2015 Q3 2015 listenersin aged Q4 2015 Q1 2016 Q2 2016 Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018 2,093 141 842 Listening by platform and location Slide 13 Given the day of broadcast, it is not surprising that the majority of listening is at home (77%) but there a significant amount of listening done on the move in the car (19%) 77% 19% 3% Source: RAJAR Q4 2018 15+ In home listening is strongest during the 45 mins of the slot. In car listening peaks 1200-1215 Reach (000s), Radio 2 Sun, 11:00-13:00 2000 At Home 1800 In A Car/Van/Lorry 1600 At Work/Elsewhere 1400 1200 1000 800 600 400 200 0 10:30 10:45 11:00 11:15 11:30 11:45 12:00 12:15 12:30 12:45 13:00 13:15 Source: RAJAR Q4 2018 15+ Slide 15 With more listening hrs now classified by platform, there is growth in digital listening particularly on DAB Radio AM/FM DAB Online 2014: 47.1% 2014: 36.3% 2014: 1.7% 2018: 49.7% 2018: 39.9% 2018: 4.1% Source: RAJAR Q4 2018 15+ Slide 16 Similar to the station, iPlayer requests for The Michael Ball Show are driven by live listening Catch-up UK Requests Live & Catch-up Good Morning Sunday iPlayer Requests Live UK Requests 150,000 100,000 50,000 0 Mar-18 Apr-18 May-18 Jun-18 Jul-18 Aug-18 Sep-18 Oct-18 Nov-18 Dec-18 Jan-19 Feb-19 Source: Comscore digital analytics /R&M Multiplatform; UK/ BBC iStats av; off- Slide 17 schedule included; UK only. Figures monthly Slide 18 .
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