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1CCO GROUP | AUDIENCES |

3

Audience data


• At 2.2m, weekly reach to the slot is down on the quarter and the year. Share currently sits at 9.3%

• The audience to the slot is largely similar to the typical audience for the network as a whole. Three quarters of listeners are aged 45+ and 62% are in the ABC1 social grade. This slot does however attract a higher proportion of women

• The audience declines as you progress later into the slot, which is to be expected of an evening show at this time of day. Reach across the slot is slightly down from Q1 2019.

• The majority of listening happens at home. However, a notable 30% of listening occurs whilst travelling, most likely as listeners commute home after work.

• Listening via analogue radio makes up just over half of all listening. There has been a notable increase in the proportion of online listening to the slot over the last three years

• The episode featuring Duffy’s new music was the episode to receive the most requests in Q1 2020 (30k). The majority of requests are to listen to the live show (84%)

Summary


SN

AP

SH

OT

–R

ad

io 2

, M

on

-Th

urs

, 1

9:0

0-

21

:00

Gender profile

Quick-glance snapshot

Proportion of listeners who also listen to:

Sara Cox Mon-Thu 17.00-19.00:

69%Specialist Music Mon-Thu 21.00-22.00:

27%Fri Night is Music Night Fri 20.00-22.00:

11%

Average age:

5456%44%

Av. Hrs per listener

01:17

Share of listening

9%

Weekly Reach (000s’)

2,165

Source: RAJAR Q1 2020 15+


Live radio listening

performance &

appreciation

Live radio listening performance


11

.2

10

.4 11

.5

10

.7

9.1 10

.5

9.5

9.3

0

2

4

6

8

10

12

14

Q2 18 Q3 18 Q4 18 Q1 19 Q2 19 Q3 19 Q4 19 Q1 20

2,585 2,651 2,517 2,536 2,129 2,238 2,333 2,165

0

1000

2000

3000

0

0.5

1

1.5

Share % Reach (000s)

At 2.2m, reach to the slot is down on the quarter and the year. Share currently sits at 9.3%



01:19

01:22

01:1701:17

01:18 01:18

Adults 15+ 35-54 55+

Q1 19 Q1 20

On average, the audience will listen to the show for 1 hour 17 minutes across Monday-Thursday. This is just -2 minutes less than Q1 2019. Loss of time spent among Radio 2 target 35-54s in last year.

Ave. hours per listener



0

500

1000

1500

2000

2500

18:30 18:45 19:00 19:15 19:30 19:45 20:00 20:15 20:30 20:45 21:00 21:15

Q1 2019

Q4 2019

Q1 2020

Reach (000s) Radio 2, Mon-Thurs, 19:00-21:00

Reach declines across the slot, which is to be expected of an evening show at this time of day. Reach across the slot is slightly down from Q1 2019



0

200

400

600

800

1000

1200

1400

1600

1800

2000

18.30 18.45 19.00 19.15 19.30 19.45 20.00 20.15 20.30 20.45 21.00 21.15

Radio 2 Heart Network (UK) Smooth Radio Network (UK)

Reach (000s) Radio 2, Mon-Thurs, 19:00-21:00

Reach during this slot is significantly higher for Radio 2, compared to Heart or Smooth. However, the decline over the slot is more pronounced for Radio 2



The AudienceThe Audience


15-2425-34

35-44

45-5455-64

65+

4%6%

14%

25%25%

25%

The audience to the slot is largely similar to the typical audience for the network as a whole. Three quarters of listeners are aged 45+ and 62% are in the ABC1 social grade. This slot does attract a higher proportion of women

The audience skews more well off. Level

with network average

62% are ABC1

The programme attracts a more

Female audience:

56% vs 44%

The audience skews 45+. Level with

Network average

75% are 45+

56%44%

The majority of listeners are White

6% are BAME

GENDER AGE

ABC1

62%

C2DE

38%

SOCIAL GRADE ETHNICITY

White

BAME

94%

6%


Radio 2 average: 50% vs 50%

Radio 2 average: 15-24: 6% 25-34: 9%

35-44: 14%45-54: 21% 55-64: 22%

65+: 29%

Radio 2 average: 61% ABC1

Radio 2 average: 3% BAME


223

851

1,091

0

200

400

600

800

1000

1200

1400

1600

Q2

20

10

Q3

20

10

Q4

20

10

Q1

20

11

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

20

13

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

20

18

Q1

20

19

Q2

20

19

Q3

20

19

Q4

20

19

Q1

20

20

15-34 35-54s 55+

Reach (000s) by age groups for Radio 2, Mon-Thurs, 19:00-21:00

Listeners aged 55+ account for the majority of listeners (1.1m). However, there is also a solid proportion of listeners aged 35-54, although this was down on the quarter and the year to 851k


12CCO GROUP | AUDIENCES | Source: RAJAR Q1 2020 15+

The majority of the audience live in England, but all nations experienced a decline in reach quarter-on-quarter

1,891

120139

140

500

1000

1500

2000

2500

3000

Q2

20

10

Q3

20

10

Q4

20

10

Q1

20

11

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

20

13

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

20

18

Q1

20

19

Q2

20

19

Q3

20

19

Q4

20

19

Q1

20

20

England Scotland Wales Northern Ireland

Reach (000s) by Nations for Radio 2, Mon-Thurs, 19:00-21:00


Listening by platform and location


62% 30% 8%

The majority of listening happens at home. However, a notable 30% of listening occurs whilst travelling, most likely as listeners commute home after work



0

200

400

600

800

1000

1200

18:30 18:45 19:00 19:15 19:30 19:45 20:00 20:15 20:30 20:45 21:00 21:15

At Home

In A Car/Van/Lorry

At Work/Elsewhere

Reach (000s) Radio2, Mon-Thurs, 19:00-21:00

Listening at home and whilst travelling declines across the slot. Listening at work remains stable, but is much lower than in the other two locations



Digital

2017: 4.9%

2020: 3.0%

DABAM/FM Online

2017: 53.2%

2020: 50.3%

2017: 35.2%

2020: 37.4%

2017: 6.8%

2020: 9.4%

Listening via an analogue radio makes up just over half of the listening. There has been a notable increase in the proportion of online listening to the slot over the last three years



The episode featuring Duffy’s new music was the episode to receive the most requests in Q1 2020 (30k). The majority of requests are to listen to the live show (84%)

Source: AV Analytics

Top 10 Episodes by requests 01.01.2020 -31.03.2020

84%

16%

Live On Demand


THANK YOU

cco group | audiences | 1downloads.bbc.co.uk/radio/commissioning/radio_2_audience...cco group |...

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