bbc radio 2...audience reach is highest in the first fifteen minutes of the show, but in the most...
TRANSCRIPT
Slide 1
BBC Radio 2 Radio 2 Documentary (Tuesday): 22.00-23.00
Summary
• Reach has been broadly steady over the last year at c300k. Share had
moved to a low level in 2016 but has picked up in the most recent Q. Time
spent per listener is marginally down on the year, driven by a decrease
among the older 55+.
• The programme appreciation is on the low side for a regular Radio 2
programme vs the R2 average, however it saw a mild uplift last year.
• The programme appeals to an older listener with an average age of 56 (vs 53
for R2). The profile has a more female and well off skew.
• Reach is highest in the first fifteen minutes of the show, but in the most recent
Q there has been more of a dip in reach throughout the remainder of the
show. Due to the later timeslot, the majority of listening takes place in the
home, while approx. one fifth of listeners on the move in the car.
Slide 2
Av. Hrs per listener:
00:40
Share of listening:
8%
Weekly Reach (000’s):
310
Proportion who also listen
to: Chris Evans Mon-Fri 06.30-09.30: 72%
Jo Whiley Mon-Thu 20.00-22.00: 65%
The Organist Entertains Tue 23.00-23.30: 44%
AI average:
79
Slide 3
SN
AP
SH
OT
– R
ad
io 2
Do
cu
me
nta
ry (
Tue
sda
y):
Tu
e, 2
2.0
0-2
3.0
0
Source: RAJAR Q1 2017 15+/Pulse (latest quarter)
Average age:
56 Proportion target
audience:
(35-44s) : 14%
42% 58%
Slide 4
Live radio listening
performance &
appreciation
6.7
8.5
7.2
8.4
7.4
6.4
6.5
7.6
0
1
2
3
4
5
6
7
8
9
Q2 15 Q3 15 Q4 15 Q1 16 Q2 16 Q3 16 Q4 16 Q1 17
280 368 317 357 320 291 296 310
0
100
200
300
400
0
0.5
1
1.5
Share % Reach (000s)
Slide 5
Reach has been broadly steady over the last
year at c300k. Share had moved to a low level in
2016 but has picked up in the most recent Q
Source: RAJAR Q1 2017 15+
Source: Pulse Panel
77
79
82 82
2015 2016
Radio 2
Documentary, Tue
2200-2300
Radio 2 Average
The show’s appreciation (AI) is below the Radio 2
average but has shown some improvement year
on year Appreciation Index
00:42
00:37
00:45
00:40 00:41 00:42
Adults 15+ 35-54 55+
Q1 16 Q1 17
Slide 7
Marginal decrease in time spent per listener among
all adults, which is driven by loss among the older
55+ listener as increase among the 35-54s (+4 mins)
Ave. hours per listener
Source: RAJAR Q1 2017 15+
0
50
100
150
200
250
300
21:30 21:45 22:00 22:15 22:30 22:45 23:00 23:15
Q1 2016
Q4 2016
Q1 2017
Audience reach is highest in the first fifteen minutes of the show, but in the most recent Q there has
been more of a dip in reach throughout the
remainder of the show
Slide 8
Reach (000s) Radio 2 Documentary (Tuesday) Tue, 22.00-23.00
Source: RAJAR Q1 2017 15+
Slide 9
The Audience
57% 43%
ABC1
C2DE 5% 10%
14%
16% 20%
35%
15-24 25-34
35-44
45-54
55-64
65+
42% 58%
male
female
The audience to the programme is more female (57%) and older (55% are 55+) vs the R2 average
Source: RAJAR Q1 2017 15+
The audience skews
well off but less so
than R2 ave:
57% are ABC1
vs 61%
The programme attracts
a more female
audience than R2 ave:
58% vs 51%
The audience skews
more 55+ than R2 ave:
55% are 55+
vs 47%
Slide 11
Long term decrease in reach among both the 35-54s
and the older 55+ audiences for both 35-54 and 55+
audiences (reach more steady over last year)
10
77
209
0
50
100
150
200
250
300
Q2
2007
Q3
2007
Q4
2007
Q1
2008
Q2
2008
Q3
2008
Q4
2008
Q1
2009
Q2
2009
Q3
2009
Q4
2009
Q1
2010
Q2
2010
Q3
2010
Q4
2010
Q1
2011
Q2
2011
Q3
2011
Q4
2011
Q1
2012
Q2
2012
Q3
2012
Q4
2012
Q1
2013
Q2
2013
Q3
2013
Q4
2013
Q1
2014
Q2
2014
Q3
2014
Q4
2014
Q1
2015
Q2
2015
Q3
2015
Q4
2015
Q1
2016
Q2
2016
Q3
2016
Q4
2016
Q1
2017
15-34 35-54s 55+ Linear (35-54s) Linear (55+)
Reach (000s) by age groups for Radio 2 Documentary (Tuesday) Tue, 22.00-23.00
Source: RAJAR Q1 2017 15+
Slide 12
Listening by platform and
location
71% 18% 10%
Source: RAJAR Q1 2017 15+
Not surprisingly with the evening slot, 71% of
listeners are in their homes, with approx. 1 in 5 on
the road and 1 in 10 working
0
20
40
60
80
100
120
140
160
180
21:30 21:45 22:00 22:15 22:30 22:45 23:00 23:15
At Home
In A Car/Van/Lorry
At Work/Elsewhere
Reach among those listening at home falls mid show as
people turn off to go to sleep while a more gradual
decline is seen through the show for in car listening as
people turn off when they arrive at their destination
Slide 14
Reach (000s) Radio 2 Documentary (Tuesday) Tue, 22.00-23.00
Source: RAJAR Q1 2017 15+
Slide 15
Listening via analogue devices accounts for the
majority of listening, with a decrease in DAB
listening whilst online listening remains small but
growing
DAB
AM/FM
Online
2014: 57.9%
2017: 70.1%
2014: 22.1%
2017: 15.7%
2014: 2.8%
2017: 5.9%
Source: RAJAR Q1 2017 15+
Slide 16