Slide 1

BBC Radio 3 The Choir: Sun, 16:00-17:00

Summary Points

Source: RAJAR Q4 2016 15+

• The Choir has a loyal audience of 100-150k listeners although

appreciation for the show does fall below the Radio 3

average.

• The programme’s audience skews older (59% aged 65+,

compared to 47% for Radio 3), and more well-off (83% ABC1 vs.

80% station average) than the Radio 3 average.

• The vast majority of listening (89%) is done in home, unsurprising

given the Sunday afternoon timeslot.

Av. Hrs per listener:

46 mins

Share of listening:

2%

Weekly Reach:

146k

Proportion who

also listen to: Breakfast Mon-Fri 06.30-09.00:

32% Choral Evensong Sun 15.00-

16.00: 68%

The Listening Service Sun

17.00-17.30: 41%

AI average (2016):

74

Slide 3

SN

AP

SH

OT

– T

he

Ch

oir:

Su

n, 16

:00

-17

:00

Average age:

64 Proportion target

audience:

(35-54 ABC1): 8%

51% 49%

Source: RAJAR Q4 2016 15+ / Pulse

Slide 4

Live radio listening

performance &

appreciation

1.3

1.4

1.5

1.6

1.5

1.5

1.1

1.8

0

0.2

0.4

0.6

0.8

1

1.2

1.4

1.6

1.8

2

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

103 108 119 118 111 124 88 146

0

50

100

150

200

0

0.5

1

1.5

Share % Reach (000s)

Slide 5

Peak in reach and share in the latest quarter,

after a dip the previous time around

Source: RAJAR Q4 2016 15+

Source: Pulse Panel

78

74

82 82

2015 2016

The Choir

Radio 3 average

The Choir’s appreciation scores fall below the

Radio 3 average, and has dropped YoY in 2016

Appreciation Index

00:48 00:47 00:46 00:48

Adults 15+ 55+

Q4 15 Q4 16

Slide 7

Time spent with the programme has dipped

marginally due to a decrease among under 55

listeners, but remains broadly stable

Ave. hours per listener

Source: RAJAR Q4 2016 15+

0

20

40

60

80

100

120

140

3:30 3:45 4:00 4:15 4:30 4:45 5:00 5:15

Q4 2015

Q3 2016

Q4 2016

Audiences remain broadly stable throughout the

programme, and listening is up on the previous quarter

and year across the whole hour

Slide 8

Reach (000s) The Choir Sun, 16:00-17:00

Source: RAJAR Q4 2016 15+

Slide 9

The Audience

The audience skews

more well off:

83% are ABC1

Radio 3 average: 80% ABC1, 20% C2DE

The programme

attracts a more male

audience:

51% vs 49%

Radio 3 average: Male: 52%, Female: 48%

83%

17%

ABC1

C2DE 2%

3% 10%

5%

21% 59%

15-24 25-34 35-44

45-54

55-64 65+

51% 49% male female

The audience skews

65+:

59% are 65+

Radio 3 average: 47% aged 65+

The audience to the programme is older and more well off than the Radio 3 average

Source: RAJAR Q4 2016 15+

Slide 11

The programme holds particular appeal for over

55s – this group drive the reach of the slot

8 21

117

0

20

40

60

80

100

120

140

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

15-34 35-54s 55+

Reach (000s) by age groups for The Choir Sun, 16:00-17:00

Source: RAJAR Q4 2016 15+

Slide 12

Listening by platform and

location

89% 11% 0%

The vast majority of listening is done at home –

driven by the Sunday afternoon timeslot

Source: RAJAR Q4 2016 15+

Proportion of listening hours split by Location, Sun 16:00-17:00

0

20

40

60

80

100

120

3:30 3:45 4:00 4:15 4:30 4:45 5:00 5:15

At Home

In A Car/Van/Lorry

At Work/Elsewhere

At home listening peaks between 16:15-16:30

Slide 14

Reach (000s) The Choir Sun, 16:00-17:00

Source: RAJAR Q4 2016 15+

Slide 15

Increase in digital listening, with AM/FM

proportion of listening now down to 50%

DAB

AM/FM

Online

2013: 56%

2016: 50%

2013: 31%

2016: 38%

2013: 3%

2016: 7%

Source: RAJAR 15+ (12 month weight)

Proportion of listening hours split by Platform, Sun 16:00-17:00

Slide 16

Digital requests are small for The Choir, with a

broadly even split between live and on demand

Source: Streamsense DAx/ episode data only (excludes clips)

1

2

4 3 4

5

4 1

2

2

2 3

3

3

3

0

1

2

3

4

5

6

7

8

9

10

Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17

Tho

usa

nd

s

Catch-up UK Requests

Live UK Requests

Live & Catch-up: The Choir EPISODE Requests

Slide 17