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BBC Radio 2 Ad-Hoc Christmas Programming: Weekday Slot, 21:00-22:00

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BBC Radio 2 Ad-Hoc Christmas Programming: Weekday Slot, 21:00-22:00 BBC Radio 2 Ad-hoc Christmas Programming: Weekday slot, 21:00-22:00 Slide 1 Key points Note: The Wednesday 2100-2200 slot has been used to represent the typical audience to Radio 2 on a weekday 2100-2200. • A general reminder that Radio 2 has an increased focus on reaching younger 35-44 listeners and specifically less well off women aged 35-44. • Reach for this timeslot has been consistent at c350k but for the first time in Q1 18, reach moved below the 300k mark and share dipped to a low level, just below 7% • Time spent with this slot has nudged down to 38 mins each week among all adults. The younger 35-54s spent marginally longer listening (42 mins) vs the older 55+ audience (36mins). • Positively, the audience to the programme is more female (55%), younger than the average R2 audience (46% are 35-54) and although the audience has a ABC1 bias (53%), is less so than the network audience (59%). • There is more listening in the home, unsurprising given the timeslot, however there is still a significant proportion of listening done on the move in the car (34%). Slide 2 Weekly Reach (000’s): Share of listening: Av. Hrs per listener: 299k 7% 00:38 45% 55% Proportion of listeners to slot who also listen to: 22:00 - The Folk Show with Mark Radcliffe , , 21:00 Wed 20.00-21.00: 62% hoc Christmas Programming: Programming: Christmas hoc - Average age: Wed Ad Sara Cox Wed 22.00-24.00: 35% – 53 years Proportion of target Chris Evans Breakfast Show Mon-Fri audience: 06.30-09.30: 68% SNAPSHOT (35-44 C2DE Women): 4% Source: RAJAR Q1 2018 15+ Slide 3 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+ 34% - 31% work part-time (index=242) adults - C2DE women aged 35-44 are time poor, family orientated, All Adults 28% 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 26% BBC Commercial Radio 2 35-44 Radio Reach: Reach: C2DE Reach: 18% 1.3m/ 318k/ Women 752k/ 75% 18% 43% Source: RAJAR Q1 2018 15+, /IPA Touchpoints Slide 4 Live radio listening performance & appreciation Slide 5 Reach had been consistently at c350k but for the first time in Q1 18, reach moved below the 300k mark and share dipped to a low level, just below 7% Share % Reach (000s) 1.5 392 354 357 339 349 374 340 500 299 400 1 300 0.5 200 100 100 0 9 8 9.3 8.6 7 8.5 8.1 8.0 7.5 6 7.4 6.9 5 4 3 2 1 0 Q2 16 Q3 16 Q4 16 Q1 17 Q2 17 Q3 17 Q4 17 Q1 18 Source: RAJAR Q1 2018 15+ Slide 6 Time spent with the programme has nudged down to 38 mins among all adults. Positively, the younger 35-54s spent marginally longer listening vs the older 55+ Ave. hours per listener Q1 17 Q1 18 00:45 00:41 00:42 00:38 00:38 00:36 Adults 15+ 35-54 55+ Source: RAJAR Q1 2018 15+ Slide 7 In the most recent Quarter, reach across the programme is more steady across the programme but audiences are down on previous quarters across the slot 350 Reach (000s) Wed, 21:00-22:00 Q1 2017 Q4 2017 300 Q1 2018 250 200 150 100 50 0 20:30 20:45 21:00 21:15 21:30 21:45 22:00 22:15 Source: RAJAR Q1 2018 15+ Slide 8 The Audience Slide 9 The audience to the programme is more female (55%), younger than average R2 audience (46% are 35-54) and although the audience has a ABC1 bias, is less so than the network audience 15-24 65+ 25-34 6% 22% 5% 35-44 male 13% C2DE 45% 47% female 55% 53% ABC1 22% 55-64 33% 45-54 The programme The audience skews The audience skews attracts a more slightly younger than more well off: female audience: R2 overall 53% are ABC1 55% vs 45% 46% are 35-54 Radio 2 average: Radio 2 average: Radio 2 average: Male: 51%, Female: 49% 37% 35-54 59% are ABC1 48% aged 55+ Source: RAJAR Q1 2018 15+ Source: RAJAR Source: Q1 2018RAJAR 15+ aged the slot now listeners, with 55+ recent quarters decrease In older there hasbeena in 150 200 250 300 100 50 0 Q2 2008 Ad for groups ageby (000s) Reach Q3 2008 Q4 2008 35 Q1 2009 Q2 2009 - 54 Q3 2009 Q4 2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011 - Q3 2011 21:00Wed, Programming Christmas hoc Q4 2011 Q1 2012 15-34 Q2 2012 Q3 2012 Q4 2012 Slide Q1 2013 35-54s 11 Q2 2013 Q3 2013 pulling inpulling Q4 2013 Q1 2014 55+ Q2 2014 Q3 2014 Q4 2014 Q1 2015 - Q2 2015 22:00 Q3 2015 more listeners Q4 2015 Q1 2016 Q2 2016 Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017 Q4 2017 Q1 2018 129 136 34 Listening by platform and location Slide 12 Given the time of the slot, its not surprising over half of listening is within the home. However, a significant proportion is done on the move in car 53% 34% 13% Source: RAJAR Q1 2018 15+ As in car listening decreases as the slot progresses, listening at home increases 200 Reach (000s) Wed, 21:00-22:00 At Home 180 In A Car/Van/Lorry 160 At Work/Elsewhere 140 120 100 80 60 40 20 0 20:30 20:45 21:00 21:15 21:30 21:45 22:00 22:15 Source: RAJAR Q1 2018 15+ Slide 14 Majority of listening to the show is still via analogue radio. However, digital listening particularly on a DAB Radio is increasing AM/FM DAB Online 2014: 61.7% 2014: 26.5% 2014: 3.3% 2018: 59.9% 2018: 34.8% 2018: 3.6% Source: RAJAR Q1 2018 15+ Slide 15 Slide 16 .
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