Slide 1

BBC Radio 5Live Danny Baker: Sun, 09:00-11:00

Executive Summary

•  The Danny Baker Show consistently reaches c0.5m listeners each quarter

•  The Danny Baker Show’s quality scores are much higher than the station average

•  The audience to the programme is more likely to be male, older, and affluent

Slide 2

Av. Hrs per listener: 00:48

Share of listening: 2%

Weekly Reach (000’s): 501

Proportion who also listen to: Saturday Breakfast Sat 06.00-09.00: 34% Fighting Talk Sat 11.00-12.00: 24%

Saturday Sport Sat 12.00-18.00: 40%

AI average:

85

Slide 3

SNA

PSH

OT

– D

an

ny

Bake

r: Su

n, 0

9:00

-11:

00

Average age:

56 Proportion target

audience: (25-44) : 20%

69% 31%

Source: RAJAR Q4 2016 15+ / Pulse

Slide 4

Live radio listening performance & appreciation

2.4 2.

8

2.2 2.

6

3.0

2.7

2.4

1.8

0

0.5

1

1.5

2

2.5

3

3.5

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

527 668 533 578 689 620 499 501

0 200 400 600 800

0

0.5

1

1.5

Share % Reach (000s)

Slide 5

The Danny Baker Show consistently reaches c0.5m listeners each quarter

Source: RAJAR Q4 2016 15+

Source: Pulse Panel

83 82 84 84

85

78 77

78 78 80

2012 2013 2014 2015 2016

Danny Baker

Radio 5 live Average

The Danny Baker Show’s quality scores are much higher than the station average

Appreciation Index

00:54 00:54 00:51 00:57

00:48

00:31

00:45 00:53

Adults 15+ 15-34 35-54 55+

Q4 15 Q4 16

Slide 7

Time spent listening has declined amongst all audiences, but most significantly among 16-34s

Ave. hours per listener

Source: RAJAR Q4 2016 15+

0

50

100

150

200

250

300

350

8:30 8:45 9:00 9:15 9:30 9:45 10:00 10:15 10:30 10:45 11:00 11:15

Q4 2015

Q3 2016

Q4 2016

Audience reach is strongest in the first hour of the show

Slide 8

Reach (000s) Danny Baker Sun, 09:00-11:00

Source: RAJAR Q4 2016 15+

Slide 9

The Audience

The audience skews more well off: 62% are ABC1

The programme attracts a more male

audience: 66% vs 34%

62%

38%

ABC1

C2DE

4%

6% 14%

18% 24%

34%

15-24 25-34

35-44

45-54

55-64

65+

66%

34%

male

female

The audience skews 65+:

34% are 65+

The audience to the programme is more likely to be male, older, and affluent

Source: RAJAR Q4 2016 15+

Slide 11

Reach among 55+ remains stable, whilst 35-54s dropped in the last quarter

51

160

289

0

50

100

150

200

250

300

350

400

Q2

2007

Q

3 20

07

Q4

2007

Q

1 20

08

Q2

2008

Q

3 20

08

Q4

2008

Q

1 20

09

Q2

2009

Q

3 20

09

Q4

2009

Q

1 20

10

Q2

2010

Q

3 20

10

Q4

2010

Q

1 20

11

Q2

2011

Q

3 20

11

Q4

2011

Q

1 20

12

Q2

2012

Q

3 20

12

Q4

2012

Q

1 20

13

Q2

2013

Q

3 20

13

Q4

2013

Q

1 20

14

Q2

2014

Q

3 20

14

Q4

2014

Q

1 20

15

Q2

2015

Q

3 20

15

Q4

2015

Q

1 20

16

Q2

2016

Q

3 20

16

Q4

2016

15-34 35-54s 55+

Reach (000s) by age groups for Danny Baker Sun, 09:00-11:00

Source: RAJAR Q4 2016 15+

Slide 12

Listening by platform and location

80% 18% 3%

The majority listening is done at home – though almost a fifth is done while on the move

Source: RAJAR Q4 2016 15+

0

50

100

150

200

250

300

8:30 8:45 9:00 9:15 9:30 9:45 10:00 10:15 10:30 10:45 11:00 11:15

At Home

In A Car/Van/Lorry

At Work/Elsewhere

In car listening stays steady throughout the show, whilst in home listening fluctuates

Slide 14

Reach (000s) Danny Baker Sun, 09:00-11:00

Source: RAJAR Q4 2016 15+

Slide 15

Digital channels show growth, but majority of listening is still done via analogue radios

DAB

AM/FM

Online

2013: 46.8% 2016: 49%

2013: 42.9% 2016: 44.5%

2013: 1.8% 2016: 5.8%

Source: RAJAR Q4 2016 15+

Slide 16

The majority of online listening is live

Source: Comscore digital analytics /R&M Multiplatform; UK/ BBC iStats av; off-schedule included; UK only. Figures monthly

0.0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1.0 1.1 1.2 1.3 1.4 1.5

Mill

ions

Catch-up UK Requests

Live UK Requests

Live & Catch-up Danny Baker UK iPlayer Requests

Source: Pulse Panel

83 82 84 84

85

78 77

78 78 80

2012 2013 2014 2015 2016

Danny Baker

Radio 5 live Average

The Danny Baker Show’s quality scores are much higher than the station average

Appreciation Index

Slide 18