BBC Radio 3 Late Junction: Fri, 23:00-25:00 Data Run on a 12 Month Weight

BBC Radio 3 Late Junction: Fri, 23:00-25:00 Data run on a 12 month weight

Slide 1 Summary

• Late Junction’s new slot attracts an audience of around 40-50k each week, but this dipped in the latest quarter to a slight low of 37k (with Share also dipping to 1.0%).

• For those who tune in currently, the show is highly regarded, with an average AI score in 2018 of 85, well above the station average.

• The new slot has a high average age of 64 (above station level of 60 and the current Late Junction slot of 62), but skews more 55-64 than the station does and slightly less towards the over 65s.

• Late Junction is a popular on-demand programme, with three quarters of its online requests being for catch up. The last three months have been the highest for the programme in terms of online requests over the last year.

• Listening is most likely to be in home (95%) and via DAB (44%), with digital consumption increasing significantly over the last few years.

• Nearly half of listeners to the new slot already listen to the existing Late Junction slot (46%) with over half (56%) also tuning into Essential Classics (Radio 3’s biggest programme).

Slide 2 Weekly Reach (000’s): Share of listening: Av. Hrs per listener:

37 1.0% 01:01

25:00 54% 46% -

AI average: Fri, 23:00 Fri, 85 (Q4 18)

Late Junction: Late Junction: Average age:

– Proportion who 64 also listen to: Proportion target Old Late Junction slot Tue-Thu 23.00-24.30: 46% audience: Essential Classics Mon-Fri 09.00- SNAPSHOT 12.00: 56% (35-54 ABC1) : 7% The Essay Mon-Fri 22.45-23.00: 22%

Source: RAJAR Q4 2018 15+ Slide 3 ‘PASSIONATE MINDS’ AUDIENCE TARGET Aged 35-54

• Defined by the common traits and behaviours of Radio 3 listeners: Classical music fans, culturally engaged Who? (music, film, theatre, literature, art, architecture), pursue their interests in depth, broadsheet readers, ‘young at heart’. • There are around 3.3m ‘Passionate Minds’ in the UK who don’t currently listen to Radio 3, and around 500k of these are aged 35-54. • They skew more female and younger than the current Radio 3 audience – and the younger end (35-54s) are more diverse too (more are BAME and LGBT compared to the UK population overall).

What else • More likely to look to radio for information and stimulation, but they still use the medium primarily for defines entertainment and relaxation. • It’s not just about Classical music – they’re more likely to be engaged with Jazz and World Music too. them? • Cultural connoisseurs • Engaged with their community • Enjoy the finer things in life • See themselves as creative, extrovert and open • Social media usage reflects the overall UK population, although they skew slightly more towards Instagram • Around 400k are listening to a podcast each week – once they do, these become a big part of their audio landscape

Source: Touchpoints 2017, RAJAR Live radio listening performance & appreciation

Slide 5 mark, but fell to a slight low in the latest quarter latest the in low slight to a mark, butfell the around sit to tends slot the to Reach Source: RAJAR Q4 2018 15+ RAJAR 2018 Q4 Source: 0.8 0.5 0.6 0.4 0.2 1.5 1.4 1.2 0 0 1 1 Q1 Q1 17 53

1.2

Q2 Q2 17 53

1.3 Share % Q3 Q3 17 48

1.2 Q4 Q4 17 46

1.2 Slide Slide 6

Q1 Q1 18 47

1.3 Reach (000s) Q2 Q2 18 45

1.1 Q3 Q3 18 41

1.1 40 Q4 Q4 18 37 - 50k

1.0 0 20 40 60

The programme scores high appreciation marks from audiences, above the station average

Appreciation Index

2015 2016 2017 2018

88 87

84 85 82 82 81 79 Late Junction Radio 3 average

Source: Pulse Panel Listeners tune in for an hour of the slot on average each week, with no change year-on- year

Ave. hours per listener Q4 17 Q4 18

01:04 01:02 01:01 01:01 01:01

00:56

Adults 15+ 35-54 55+

Source: RAJAR Q4 2018 15+ Slide 8 Audiences drop off throughout the slot, with listening down across the majority of the slot compared to Q4 17

Reach (000s) by 15 mins: Fri, 23:00-25:00 40 Q4 2017 Q3 2018 35 Q4 2018 30

0 23:00 23:15 23:30 23:45 00:00 00:30

Source: RAJAR Q4 2018 15+ Slide 9 The Audience

Slide 10 The slot’s audience skews more 55-64 and more C2DE than the station average

25-34 35-44 1% 6% 45-54 C2DE 9% 32% 65+ Female 46% 48% 54% Male 36% 68% 55-64 ABC1

The programme The audience skews The audience skews attracts a more male 65+: more well off: audience: 48% are 65+ 68% are ABC1 54% vs 46% Radio 3 average: 54% Radio 3 average: 50% Radio 3 average: 76% male aged 65+ ABC1

Source: RAJAR Q4 2018 15+ In the longer term, there has been some audience churn in the slot The over 55s continue to drive reach in the slot

60 Reach (000s) by age groups for Fri, 23:00-25:00

30 31

10 5

0 1

Q2 2010 Q2 2015 Q2 Q1 2009 Q1 2009 Q2 2009 Q3 2009 Q4 2010 Q1 2010 Q3 2010 Q4 2011 Q1 2011 Q2 2011 Q3 2011 Q4 2012 Q1 2012 Q2 2012 Q3 2012 Q4 2013 Q1 2013 Q2 2013 Q3 2013 Q4 2014 Q1 2014 Q2 2014 Q3 2014 Q4 2015 Q1 2015 Q3 2015 Q4 2016 Q1 2016 Q2 2016 Q3 2016 Q4 2017 Q1 2017 Q2 2017 Q3 2017 Q4 2018 Q1 2018 Q2 2018 Q3 2018 Q4 15-34 35-54s 55+

Source: RAJAR Q4 2018 15+ Slide 12 Listening by platform and location

Slide 13 Clearly, given the time of the programme, the majority of people are reached at home (95%)

95% 3% 2%

Source: RAJAR Q4 2018 15+ Listening to the show via digital devices is increasing – particularly online

AM/FM DAB Online

2017: 52% 2017: 43% 2017: 5% 2018: 41% 2018: 44% 2018: 14%

Source: RAJAR Q4 2018 15+ Slide 15 Three quarters of online requests for the show are for catch-up Requests have peaked in the last few months due to high profile guests (Thom Yorke, Helena Hauff) and guest presenters (Stewart Lee)

Live & Catch-up iPlayer Requests: Late Junction Catch-up UK Requests 60 Live UK Requests

30 37 39 32 29 30

20 26 26 26 26 27 27 25 Thousands 10 8 9 8 10 8 8 9 9 11 13 11 14 0

Source: Comscore digital analytics /R&M Multiplatform; UK/ BBC iStats av; off- schedule included; UK only. Figures monthly Slide 16

Slide 17