Slide 1

BBC Radio 2 Saturday, 06:00-08:00

Key points

Slide 2

o A general reminder that Radio 2 has an increased focus on reaching younger 35-44 listeners.

o Reach for this timeslot is strong at c1.7m listeners each week. Share of listening is consistent and sits at a good 17.9% in the latest quarter.

o Time spent with this slot is good but has nudged down among both 35-54s and the 55+, year on year.

o The audience to the slot is more male (52%), significantly older than the average R2 audience (72% are 55+) and although the audience has a ABC1 bias (56%), is positively less so than the network average (61%).

o The audience appreciation (87) is very strong for current programming, consistently above the network average.

o The majority of listening is in the home, unsurprising given the timeslot.

Slide 3 Source: RAJAR Q4 2018 15+, /IPA Touchpoints

Radio 2 has an increased focus on reaching younger 35-44s and specifically less well off women aged 35-44

65+ 33%

All Adults 27%

35-44s 24%

35-44 C2DE

Women 19%

Radio 2

Reach % About them:

- 71% are married (index=119)

- 76% have children (index=250)

- 31% work part-time (index=242)

- C2DE women aged 35-44 are time poor, family orientated,

put children first and are tight for money.

- Big listeners of Commercial stations: Heart, Smooth, Magic.

Enjoy upbeat contemporary music and fun features.

35-44 C2DE Women

1.7m

3% of UK

adults

BBC

Radio

Reach:

739k/

43%

Commercial

Reach:

1.26m/

74%

Radio 2

Reach:

324k/

19%

Av. Hrs per listener:

00:59

Share of listening:

18%

Weekly Reach (000’s):

1,725

Proportion who also listen

to: Huey Morgan Sat 04.00-06.00: 11%

Saturday Breakfast with Dermot Sat 08.00-10.00:

68%

Zoe Ball Breakfast Show Mon-Fri 06.30-09.30: 85%

AI average

2019 to date:

87

Slide 4

SN

AP

SH

OT –Sa

t, 0

6:0

0-0

8:0

0

Source: RAJAR Q4 2018 15+

Average age:

61 years

Proportion target

audience

(35-44 C2DE women):

1%

52% 48%

Slide 5

Live radio listening

performance &

appreciation

15

.9

17

.2

17

.4

18

.9

16

.6 20

.0

17

.7

17

.9

0

5

10

15

20

25

Q1 17 Q2 17 Q3 17 Q4 17 Q1 18 Q2 18 Q3 18 Q4 18

1,604

1,811 1,779 1,811

1,576

1,872 1,845 1,725

140015001600170018001900

0

0.5

1

1.5

Share % Reach (000s)

Slide 6

Reach is strong and although it nudged down in the latest Q it remains at a good level of 1.7m. Share is consistent and sits at a good 17.9%

Source: RAJAR Q4 2018 15+

01:01 01:00

01:02

00:59

00:56

00:59

Adults 15+ 35-54 55+

Q4 17 Q4 18

Slide 7

Time spent per listener has nudged down among the 35-54s and the 55+, YonY

Ave. hours per listener

Source: RAJAR Q4 2018 15+

0

200

400

600

800

1000

1200

1400

1600

1800

2000

05:30 06:00 06:15 06:30 06:45 07:00 07:15 07:30 07:45 08:00 08:15

Q4 2017

Q3 2018

Q4 2018

Audience reach builds across the slot. Reach has nudged down in the 2nd hour of the show in the latest Q

Slide 8 Source: RAJAR Q4 2018 15+

Reach (000s) Radio 2 Sat, 06:00-08:00

Source: Pulse Panel

The show’s appreciation (AI) is very high and is above the Radio 2 average

Appreciation Index

85 87 87

82 82 82

2017 2018 2019 to date Sounds of the60s

Radio 2 Average

Slide 10

The Audience

The audience skews more well off: 56% are ABC1

The programme attracts a more male

audience: 52% vs 48%

56% 44%

ABC1

C2DE

2%

3%

6%

18%

29%

43%

15-24 25-34

35-44

45-54

55-64

65+

52% 48% Male Female

The audience skews 55+:

72% are 55+

The audience to the programme is slightly more male (52%), significantly older (72% are 55+) than the and less well off (56% are ABC1) than the R2 average

Source: RAJAR Q4 2018 15+

Radio 2: 50/50 Radio 2: 36% 35-54; 50% 55+

Radio 2: 61% ABC1

There has been an increase in listeners aged 55+, while reach of those under 55 has nudged downwards

122 87

525 406

1,026

1,231

0

200

400

600

800

1000

1200

1400

Q1

20

09

Q2

20

09

Q3

20

09

Q4

20

09

Q1

20

10

Q2

20

10

Q3

20

10

Q4

20

10

Q1 2

011

Q2

20

11

Q3

20

11

Q4

20

11

Q1

20

12

Q2

20

12

Q3

20

12

Q4

20

12

Q1

20

13

Q2

20

13

Q3

20

13

Q4 2

013

Q1

20

14

Q2

20

14

Q3

20

14

Q4

20

14

Q1

20

15

Q2

20

15

Q3

20

15

Q4

20

15

Q1

20

16

Q2

20

16

Q3

20

16

Q4

20

16

Q1

20

17

Q2

20

17

Q3

20

17

Q4

20

17

Q1

20

18

Q2

20

18

Q3

20

18

Q4 2

018

15-34 35-54s 55+

Source: RAJAR Q4 2018 15+

Reach (000s) by age groups for Radio 2 Sat, 06:00-08:00

Slide 13

Listening by platform and

location

82% 12% 6%

Clearly, given the early time slot, the majority of listening is at home (82%)

Source: RAJAR Q4 2018 15+

0

200

400

600

800

1000

1200

1400

05:30 06:00 06:15 06:30 06:45 07:00 07:15 07:30 07:45 08:00 08:15

At Home

In A Car/Van/Lorry

At Work/Elsewhere

In home listening grows across the slot and is at its strongest during the last half hour

Slide 15 Source: RAJAR Q4 2018 15+

Reach (000s) Radio 2 Sat, 06:00-08:00

Slide 16

DAB

AM/FM

Online

2014: 54.0%

2018: 56.7%

2014: 30.0%

2018: 33.6%

2014: 1.8%

2018: 5.8%

Source: RAJAR Q4 2018 15+

With more listening hrs now classified by platform, there is growth in digital listening particularly online, although majority of listening is still done via an analogue radio

Slide 17

iPlayer requests for Sounds of the 60s are driven by catch-up listening

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

0

50,000

100,000

150,000

200,000

250,000

300,000

Mar-18 Apr-18 May-18 Jun-18 Jul-18 Aug-18 Sep-18 Oct-18 Nov-18 Dec-18 Jan-19 Feb-19

Catch-up UK Requests

Live UK Requests

Live & Catch-up Sat, 06.00-08.00 slot iPlayer Requests

Slide 18