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