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  • Slide 1

    BBC 6 Music Late Afternoon : Mon-Fri, 16:00-19:00

  • Summary

    • The weekday late afternoon show had a recent peak 1.2m (2.7% share) in Q4

    2016. The audience has nudged down since then to 1.0m (2.1% share).

    • The audience to the programme is more male than the network avg (63% vs

    58% for 6 Music), skews 35-54 (58%; more than network), and well off (74% are

    ABC1, in line with network avg.).

    • The show’s appreciation (AI) is good and is above the 6 Music average (most

    recently 82 vs 80 for 6 Music); although it has seen a dip year on year (-3pts).

    • Recent figures show DAB Radio as the primary means of listening (71%), while

    online listening has marginally lowered in recent years.

    • Online requests are are driven by a large level of live listening.

  • Av. Hrs per listener:

    02:33

    Share of listening:

    2%

    Weekly Reach (000’s):

    1,012

    Proportion who

    also listen to: Shaun Keaveny Mon-Fri 07.00-

    10.00: 51% Mark Radcliffe & Stuart

    Maconie Mon-Fri 13.00-16.00: 60%

    Marc Riley Mon-Thu 19.00-21.00:

    37%

    Proportion who

    listen every day:

    10%

    AI average:

    82

    Highest day of

    reach:

    Monday

    (460)

    Slide 3

    SN

    AP

    SH

    OT

    – L

    ate

    Aft

    ern

    oo

    n : M

    on

    -Fri, 1

    6:0

    0-1

    9:0

    0

    Source: RAJAR Q2 2017 15+/Pulse (latest quarter)

    Average age:

    41 Proportion target

    audience:

    (20-34s): 25%

    63% 37%

  • Slide 4

    Live radio listening

    performance &

    appreciation

  • 2.3

    2.4

    2.4

    2.3

    2.3

    2.7

    2.6

    2.1

    0

    0.5

    1

    1.5

    2

    2.5

    3

    Q3 15 Q4 15 Q1 16 Q2 16 Q3 16 Q4 16 Q1 17 Q2 17

    1,006 1,075

    1,012 1,108

    1,039

    1,183 1,115

    1,012

    900

    1000

    1100

    1200

    0

    0.5

    1

    1.5

    Share % Reach (000s)

    Slide 5

    Reach & share peaked recently at 1.18m /2.7%

    in Q4 2016 but has nudged down since then

    Source: RAJAR Q2 2017 15+

  • Source: Pulse Panel

    85

    82

    83

    80

    2015 2016

    Late Afternoon :

    Mon-Fri, 16:00-19:00

    6 Music Average

    The show’s appreciation (AI) is good and is

    above the 6 Music average, although there was

    a dip year on year Appreciation Index

  • 02:32

    02:08

    02:55

    01:53

    02:33

    02:10

    02:50

    02:13

    Adults 15+ 15-34 35-54 55+

    Q2 16 Q2 17

    Slide 7

    Avg. hours per listener are steady at 2hr 33m,

    highest for 35-54s at 2hr50m, but growth most

    seen among the 55+(+20m YoY)

    Ave. hours per listener

    Source: RAJAR Q2 2017 15+

  • 0

    100

    200

    300

    400

    500

    600

    700

    15:30 15:45 16:00 16:15 16:30 16:45 17:00 17:15 17:30 17:45 18:00 18:15 18:30 18:45 19:00 19:15

    Q2 2016

    Q1 2017

    Q2 2017

    Reach generally stays strong through the 3 hour

    show, but there was a gradual downward shift

    in the most recent quarter

    Slide 8

    Reach (000s) Late Afternoon Mon-Fri, 16:00-19:00

    Source: RAJAR Q2 2017 15+

  • Slide 9

    The Audience

  • The audience skews

    more well off:

    73% are ABC1.

    Slightly less than

    network ave: 76%

    The programme

    attracts a more male

    audience:

    63% vs 37%.

    More than the

    network ave: 58%

    73%

    27%

    ABC1

    C2DE

    11%

    18%

    32%

    26%

    9%

    3%

    15-24

    25-34

    35-44

    45-54

    55-64 65+

    63%

    37%

    male

    female

    The audience skews

    35-54:

    58% are 35-54. More

    than the network

    average: 53%

    The audience to the programme is more male

    (63%), skews 35-54 (58%) and more well off (73% are ABC1)

    Source: RAJAR Q2 2017 15+

  • Slide 11

    There has been a strong increase in listeners aged 35-54,

    a gradual increase for those over 55+, while reach of

    those under 35 has remained broadly steady since 2012

    301

    582

    128

    0

    100

    200

    300

    400

    500

    600

    700

    800

    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

    Q2

    2017

    15-34 35-54s 55+

    Reach (000s) by age groups for Late Afternoon Mon-Fri, 16:00-19:00

    Source: RAJAR Q2 2017 15+

  • Slide 12

    Listening by platform and

    location

  • 75% 12% 13%

    The majority of listening to the show takes

    place at home, with a similar proportion in the

    office vs in car

    Source: RAJAR Q2 2017 15+

  • 0

    50

    100

    150

    200

    250

    300

    350

    400

    450

    15:30 15:45 16:00 16:15 16:30 16:45 17:00 17:15 17:30 17:45 18:00 18:15 18:30 18:45 19:00 19:15

    At Home

    In A Car/Van/Lorry

    At Work/Elsewhere

    At home listening remains steady through the 3

    hours, while office listening particularly declines

    as the programme progresses

    Slide 14

    Reach (000s) Late Afternoon Mon-Fri, 16:00-19:00

    Source: RAJAR Q2 2017 15+

  • Slide 15

    Recent figures show DAB Radio is the primary

    means of listening, while online listening has

    marginally lowered

    DAB

    Online

    2014: 63%

    2017: 71%

    2014: 21%

    2017: 18%

    Source: RAJAR Q2 2017 15+

  • Slide 16

    iPlayer requests for Late Afternoon (Mon-Fri,

    16:00-19:00) are driven by a large level of live

    listening

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

    343 294

    376 403 431

    350

    488

    391 470

    306

    406 360

    8 19

    8 10

    6

    34

    12

    8

    11

    11

    8 8

    0

    100

    200

    300

    400

    500

    600

    Catch-up UK Requests

    Live UK Requests

    Live & Catch-up Late Afternoon (Mon-Fri, 16:00-19:00) iPlayer Requests

  • Slide 17