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 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 just just below 7% reach moved Reach had been consistently at c350k but for the first time in Q1 18, Source: RAJAR Q1 2018 15+ RAJAR 2018 Q1 Source: 0.5 10 1.5 0 8 6 9 4 2 3 5 7 1 0 1 Q2 Q2 16 392 7.4

Q3 Q3 16 354 below below the 8.5

Share % Q4 Q4 16 357 7.5

300k 300k mark and share dipped to a low level, Q1 Q1 17 339 8.1

Slide Slide 6

Q2 Q2 17 349 8.0

Reach (000s) Q3 Q3 17 374 9.3

Q4 Q4 17 340 8.6

Q1 Q1 18 299 6.9

0 100 200 300 400 500 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+ In recent quarters there has been a decrease in older 55+ listeners, with the slot now pulling in more listeners aged 35-54

300 Reach (000s) by age groups for Ad-hoc Christmas Programming Wed, 21:00-22:00

250

200

150 136

100 129

50 34

0

Q4 2011 Q4 2014 Q3 2016 Q4 Q2 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 2012 Q1 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 2017 Q1 2017 Q2 2017 Q3 2017 Q4 2018 Q1 15-34 35-54s 55+

Source: RAJAR Q1 2018 15+ Slide 11 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