BBC Radio 2downloads.bbc.co.uk/.../BBC_Radio_2_Vanessa_Feltz.pdf · Slide 8 Reach (000s) Vanessa...
Transcript of BBC Radio 2downloads.bbc.co.uk/.../BBC_Radio_2_Vanessa_Feltz.pdf · Slide 8 Reach (000s) Vanessa...
Slide 1
BBC Radio 2 Vanessa Feltz (Mon-Fri): Mon-Fri, 05:00-06:30
Summary points
• This programme has a consistent reach of c1.9m. However, share of
listening has edged down in recent quarters.
• The programme appreciation is on the low side for a regular Radio 2
programme vs the R2 average.
• The programme appeals to an older listener with an average age of
53 years (vs 52 for R2). The profile has a more male and well off skew.
• Reach to the programme is highest during the final half hour of the
programme; with the majority of listening at that point in home. At
the beginning of the programme a high proportion of listeners are
travelling in car.
Slide 2
Av. Hrs per listener:
1:47
Share of listening:
13%
Weekly Reach:
1,913
Proportion who
also listen to: Chris Evans Mon-Fri 06.30-09.30:
91%
Ken Bruce Mon-Fri 09.30-12.00:
59%
Simon Mayo Mon-Fri 17.00-19.00:
60%
Proportion who
listen every day:
22%
AI average
(2016):
74
Highest day of
reach:
Friday
(939k)
Slide 3
SN
AP
SH
OT
– V
an
ess
a F
eltz:
Mo
n-F
ri,
05
:00
-06
:30
Average age:
53 Proportion target
audience:
(35-44) : 15%
42% 58%
Source: RAJAR Q4 2016 15+
Slide 4
Live radio listening
performance &
appreciation
14
.7
14
.1
13
.7
13
.7
14
.4
13
.3
13
.0
13
.1
12
12.5
13
13.5
14
14.5
15
Q1 15 Q2 15 Q3 15 Q4 15 Q1 16 Q2 16 Q3 16 Q4 16
1,871 1,907 1,981
1,809 1,901
2,024 1,939 1,913
1700
1800
1900
2000
2100
0
0.5
1
1.5
Share % Reach (000s)
Slide 5
Reach is consistent with c1.9m listeners each
week. However, share of listening is falling
Source: RAJAR 15+
Source: Pulse Panel
75 74
82 82
2015 2016
Mon-Fri 0500-0630
Radio 2 Average
The show’s appreciation (AI) is low for a regular
R2 daily show and is significantly below the R2
average Appreciation Index
01:46 01:46 01:47 01:47
01:45
01:54
Adults 15+ 35-54 55+
Q4 15 Q4 16
Slide 7
Time spent listening has held up among the 35-
54 audience and has seen growth among the
older 55+
Ave. hours per listener
Source: RAJAR Q4 2016 15+
0
500
1000
1500
2000
2500
3000
4:30 5:00 5:30 6:00 6:15 6:30 6:45
Q4 2015
Q3 2016
Q4 2016
Audience reach is strongest in the last half hour
of the show
Slide 8
Reach (000s) Vanessa Feltz (Mon-Fri) Mon-Fri, 05:00-06:30
Source: RAJAR Q4 2016 15+
The flow of listening follows the all radio pattern and builds as people wake up in
the morning. The similarity in pattern across the 3 quarters suggests that the
programme has a loyal audience who tune in at the same time each day.
Slide 9
The Audience
The audience skews
more well off but less
so than the R2 ave:
56% are ABC1
vs 61%
The programme
attracts a more male
audience than R2
ave:
58% vs 50%
56% 44%
ABC1
C2DE
3%
7%
15%
31% 27%
17%
15-24 25-34
35-44
45-54
55-64
65+
58%
42%
male
female
The audience skews
older (45-64) than R2
ave:
58% are aged 45-64
vs 43%
The audience to the programme is more male
(58%), older (58% are aged 45-64) and more well of (56% are ABC1)
Source: RAJAR Q4 2016 15+
Slide 11
Reach remains just higher among the 35-54s vs
the 55+
179
886 848
0
200
400
600
800
1000
1200
Q2
2007
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
15-34 35-54s 55+
Reach (000s) by age groups for Vanessa Feltz (Mon-Fri) Mon-Fri, 05:00-06:30
Source: RAJAR 15+
The long term trend is one of stability across the three macro age groups.
Slide 12
Listening by platform and
location
61% 30% 9%
The majority of listening is at home, which is not
surprising given the time of the programme
Source: RAJAR Q4 2016 15+
However, nearly a third of all listening is done on the move with listeners in
car (with people either on their way to and from work).
Proportion of listening hrs by location
0
200
400
600
800
1000
1200
1400
1600
1800
4:30 5:00 5:30 6:00 6:15 6:30 6:45
At Home
In A Car/Van/Lorry
At Work/Elsewhere
During the first half hour of the programme,
reach is similar between listeners at home and
in the car
Slide 14
Reach (000s) Vanessa Feltz (Mon-Fri) Mon-Fri, 05:00-06:30
Source: RAJAR Q4 2016 15+
Slide 15
DAB
AM/FM
Online
2013: 69%
2016: 66%
2013: 22%
2016: 29%
2013: 2%
2016: 3%
Source: RAJAR 15+
Majority of listening to the programme is still
done via analogue radio; listening via a DAB
radio is showing growth Proportion of listening hrs by platform
Slide 16
Online requests for Vanessa Feltz are driven by
live listening with c200k live requests each
month
Source: Comscore digital analytics UK only. Figures monthly
174 112
187 184 214
172 201 193
0
100
200
300
Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17
Tho
usa
nd
s
On Demand LiveLive & Catch-up Vanessa Feltz UK Prog Requests
Slide 17