Key take outs
Slide 2
o Reach and share had shown some growth in 2018 but in more recent quarters,
there has been a decrease in both to 227k/8.2% share.
o Average time spent per listener is stable overall at a good 43 mins.
o The age of the listener is considerably older (61% aged 55+ vs 50% for R2 overall) and more female than the station average (57% vs 50% for R2).
o Not surprisingly, given the slot time, most listening occurs at home, but a significant quarter of listening is done on the move ‘in car’.
o Analogue listening still dominates, but has declined since 2016 with listening via a DAB radio on the up.
Note: Sample sizes are small so use data with caution.
Av. Hrs per listener:
00:43
Share of listening:
8.2%
Weekly Reach (000’s):
227k
Proportion who also listen to:
The Rock Show Sat 20.00-21.00: 66%
Craig Charles House Party Sat 22.00-24.00: 44%
Slide 3
SN
AP
SH
OT
: Sa
t, 2
1:0
0-2
2:0
0
Source: RAJAR Q1 2019 15+
Average age:
56 Proportion target
audience:
(35-44): 9%
43% 57%
7.6
6.8
7.7
7.3
8.7
9.0
8.7
8.2
0
1
2
3
4
5
6
7
8
9
10
Q2 17 Q3 17 Q4 17 Q1 18 Q2 18 Q3 18 Q4 18 Q1 19
227 224 241 214 261 278 252 227
0
100
200
300
0
0.5
1
1.5
Share % Reach (000s)
Slide 5
Reach and share had shown some growth in 2018 but in more recent quarters, there has been a decrease in both to 227k/8.2% share
Source: RAJAR Q1 2019 15+
00:43
00:48
00:41
00:43
00:45
00:41
Adults 15+ 35-54 55+
Q1 18 Q1 19
Slide 6
Time spent is stable overall, with a marginal decrease in listening among younger 35-54
Ave. hours per listener
Source: RAJAR Q1 2019 15+
0
50
100
150
200
250
20:45 21:00 21:15 21:30 21:45 22:00 22:15
Q1 2018
Q4 2018
Q1 2019
Marginal decrease in listeners across the show and
some decline vs previous quarters
Slide 7 Source: RAJAR Q1 2019 15+
Reach (000s) Sat, 21:00-22:00
The audience skews
more well off:
53% are ABC1
The programme
attracts a more
female audience:
43% vs 57%
53% 47%
6%
7%
9%
17%
29%
32% 43%
57%
The audience skews
older:
61% are 55+
The audience is more female, less affluent and older than the station average
Source: RAJAR Q1 2019 15+
male female
15-24
25-34
35-44
45-54
55-64
65+
ABC1
C2DE
Radio 2: 50/50 Radio 2: 35-44: 13% 45-54: 23% 55-65: 22% 65+: 28%
Radio 2: 61% ABC1
Slide 10
Some loss in audience among younger target (35-54).
Audience reach is driven by the 55+
30
91 59
166 162
138
0
20
40
60
80
100
120
140
160
180
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
Q3
2017
Q4
2017
Q1
2018
Q2
2018
Q3
2018
Q4
2018
Q1
2019
15-34 35-54s 55+
Source: RAJAR Q1 2019 15+
Reach (000s) by age groups Sat, 21:00-22:00
70% 23% 7%
The majority of listening is at home, but nearly a quarter of listening is done on the move ‘in car’
Source: RAJAR Q1 2019 15+
0
20
40
60
80
100
120
140
20:30 20:45 21:00 21:15 21:30 21:45 22:00 22:15
At Home
In A Car/Van/Lorry
At Work/Elsewhere
Listening at home peaks at the beginning of the
programme whilst in car and at work listening is smaller
and more steady across the programme
Slide 13 Source: RAJAR Q1 2019 15+
Reach (000s) R2 Sat, 21:00-22:00
Slide 14
Listening via analogue is falling whilst DAB listening is on the up
DAB
AM/FM
Online
2016: 68.5%
2019: 55.3%
2016: 20.5%
2019: 36.9%
2016: 5.2%
2019: 4.7%
Source: RAJAR Q1 2019 15+