BBC Radio 4downloads.bbc.co.uk/radio/...Arts_Features_Tender.pdf · Arts Feature Slot Radio 4...
Transcript of BBC Radio 4downloads.bbc.co.uk/radio/...Arts_Features_Tender.pdf · Arts Feature Slot Radio 4...
Slide 1
BBC Radio 4 Arts Features Tender :
Mon; Thu; Tue, 16:00-16:30; 11:30-12:00; 11:30-12:00
Summary Points
• The slot reach and share has been fairly steady over time. The
most recent quarter brought in an audience of 1.87m/6.7%
share.
• Audience appreciation has dipped across the year to 73,
sitting below the Radio 4 average of 81.
• The slot skews older and more female than the Radio 4
average.
• Around half of all listening to the slot is now done digitally
(DAB: 37.6%Online: 5.8%)
Slide 2
Av. Hrs per listener:
00:35
Share of listening:
7%
Weekly Reach (000’s):
1,874
Proportion who
also listen to: Food Programme Mon 15.30-
16.00: 29% Crossing Continents Thu 11.00-
11.30: 37%
Various Tue 11.00-11.30: 40%
Proportion who
listen every day:
6%
AI average:
73
Highest day of
reach:
Thursday
(842)
Slide 3
SN
AP
SH
OT
– A
rts
Fe
atu
res
Ten
de
r :
Mo
n; Th
u; Tu
e, 1
6:0
0-
16
:30
; 1
1:3
0-1
2:0
0; 1
1:3
0-1
2:0
0
Average age:
60 Proportion target
audience:
(35-54 ABC1) : 19%
40% 60%
Source: RAJAR Q3 2017 15+
Slide 4
Live radio listening
performance &
appreciation
8.0
6.9
6.7
6.4
7.4
7.4
7.2
6.7
0
1
2
3
4
5
6
7
8
9
Q4 15 Q1 16 Q2 16 Q3 16 Q4 16 Q1 17 Q2 17 Q3 17
1,994
1,798 1,867 1,844
2,017 1,945
1,861 1,874
160017001800190020002100
0
0.5
1
1.5
Share % Reach (000s)
Slide 5
Reach to the slot has remained steady over time, bringing in 1.87m
average weekly listeners in the latest quarter (6.7% share)
Source: RAJAR Q3 2017 15+
Source: Pulse Panel
75
73
81 81
2016 2017
Arts Features Tender Mon; Thu; Tue, 16:00-16:30; 11:30-12:00; 11:30-12:00
Arts Feature Slot
Radio 4 Average
The slot’s appreciation score falls below the
Radio 4 average
Appreciation Index
00:33
00:28 00:31
00:34 00:35
00:27
00:35 00:35
Adults 15+ 15-34 35-54 55+
Q3 16 Q3 17
Slide 7
Time spent per listener has increased slightly year-on-
year, with the biggest rise seen among 35-54 year olds
Ave. hours per listener
Source: RAJAR Q3 2017 15+
0
200
400
600
800
1000
1200
1400
1600
11:00 11:15 11:30 11:45 12:00 12:15 15:30 15:45 16:00 16:15 16:30 16:45
Q3 2016
Q2 2017
Q3 2017
The Tue/Thu morning slot sees an increased audience in
the second half of the programme while Monday
afternoon sees a steadier audience across the half hour
Slide 8
Reach (000s) Arts Features Tender Mon; Thu; Tue, 16:00-16:30; 11:30-12:00; 11:30-12:00
Source: RAJAR Q3 2017 15+
Slide 9
The Audience
The audience skews
more well off:
74% are ABC1
Radio 4 Average:
76% are 65+
The programme
attracts a more
female audience:
60% vs 40%
Radio 4 Average:
Male: 51%, Female: 49%
74%
26%
ABC1
C2DE 2% 5%
8%
17%
22%
46%
15-24 25-34 35-44
45-54
55-64
65+ 40%
60%
male
female
The audience skews
65+:
46% are 65+
Radio 4 Average:
38% are 65+
The audience to the programme is more female
(60%) and older (46% are 65+) than the Radio 4 average
Source: RAJAR Q3 2017 15+
Slide 11
There has been an increase in listeners aged 55+, while
reach of those under 55 remains fairly stable
132
468
1,274
0
200
400
600
800
1000
1200
1400
1600
Q4
20
07
Q1
20
08
Q2
20
08
Q3
20
08
Q4
20
08
Q1
20
09
Q2
20
09
Q3
20
09
Q4
20
09
Q1
20
10
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
15-34 35-54s 55+ Linear (35-54s) Linear (55+) Linear (15-34)
Reach (000s) by age groups for Arts Features Tender Mon; Thu; Tue, 16:00-16:30; 11:30-12:00; 11:30-12:00
Source: RAJAR Q3 2017 15+
Slide 12
Listening by platform and
location
67% 24% 8%
Most people listen to the slot at home (67%)
but almost a quarter (24%) also listen in the car
Source: RAJAR Q3 2017 15+
0
200
400
600
800
1000
1200
11:00 11:15 11:30 11:45 12:00 12:15 15:30 15:45 16:00 16:15 16:30 16:45
At Home
In A Car/Van/Lorry
At Work/Elsewhere
At home listening sees the biggest uplift in the
morning slot, with in car also seeing increased
listening between 11.45-12.00
Slide 14
Reach (000s) Arts Features Tender Mon; Thu; Tue, 16:00-16:30; 11:30-12:00; 11:30-12:00
Source: RAJAR Q3 2017 15+
Slide 15
Listening to the show via digital devices is
increasing, particularly listening via DAB
DAB
AM/FM
Online
2014: 61.7%
2017: 52.5%
2014: 27.1%
2017: 37.6%
2014: 3.7%
2017: 5.8%
Source: RAJAR Q3 2017 15+
Slide 16