CCO GROUP | AUDIENCES | 1downloads.bbc.co.uk/radio/commissioning/Radio_2_Audience_Pack_… · CCO GROUP | AUDIENCES | 5 2 6 3 7 1 5 1 14.5 15 15.5 16 16.5 17 17.5 18 18.5 19 Q2 18

1CCO GROUP | AUDIENCES |


Summary

• Reach to the slot is 1.7 million, with a share of 16.5%. Reach is notably down on the quarter, but only marginally down on the year

• The audience to the slot is just marginally more female (52%). Understandably, the proportion of listeners aged 55+ is higher than the network average (64%), given the era of music that is played on the show

• On average, the audience will listen to 1 hour and 8 minutes of this two hour slot. Older listeners will listen for the longest duration, at 1 hour 12 minutes

• Reach remains largely stable across the slot, with small fluctuations between 15:45-16:15. Reach at the beginning of the slot is down on the year, but this levels out in the second half of the show

• Three quarters of listening occurs in the home. Workplace listening is particularly low, which is not surprising given the Sunday afternoon slot

• Listening via analogue radio makes up just under half of all listening. There has been a notable increase in the proportion of online listening to the slot over the last three years

• The episode featuring Mick Fleetwood was the top performing episode of the quarter, with 54k requests, although the episode with Steve Howe was very close behind. Half of all requests over the quarter were to listen live


SN

AP

SH

OT

–R

ad

io 2

, S

un

da

y,

15

:00

-1

7:0

0

Gender profile

Quick-glance snapshot

Proportion of listeners who also listen to:

Elaine Paige Sun 13.00-15.00:

52%Paul O'Grady Sun 17.00-19.00:

45%The Rock Show Sat 20.00-21.00:

6%

Average age:

5752%48%

Av. Hrs per listener

01:08

Share of listening

16%

Weekly Reach (000s’)

1,685

Source: RAJAR Q1 2020 15+


Live radio listening

performance &

appreciation

Live radio listening performance


17

.2

16

.6

18

.3

16

.7

16

.1 16

.5

18

.1

16

.5

14.5

15

15.5

16

16.5

17

17.5

18

18.5

19

Q2 18 Q3 18 Q4 18 Q1 19 Q2 19 Q3 19 Q4 19 Q1 20

1,8381,722

1,816 1,7871,647 1,702

1,840

1,685

1500

1600

1700

1800

1900

0

0.5

1

1.5

Share % Reach (000s)

Weekly reach to the slot is 1.7 million, with a share of 16.5%. Reach is notably down on the quarter, but only marginally down on the year



01:07 01:05 01:0801:0801:03

01:12

Adults 15+ 35-54 55+

Q1 19 Q1 20

On average, the audience will listen to 1 hour and 8 minutes of this two hour show. Older listeners will listen for the longest duration at 1 hour 12 minutes

Ave. hours per listener



0

200

400

600

800

1000

1200

1400

14:30 14:45 15:00 15:15 15:30 15:45 16:00 16:15 16:30 16:45 17:00 17:15

Q1 2019

Q4 2019

Q1 2020

Reach (000s) Radio 2, Sun, 15:00 - 17:00

Reach remains largely stable across the slot, with small fluctuations between 15:45-16:15. Reach at the beginning of the slot is down on the year, but this levels out in the second half of the show



0

200

400

600

800

1000

1200 Radio 2 Heart Network (UK) Smooth Radio Network (UK)

Reach (000s) Radio 2. Sun, 15:00 - 17:00

Reach during this slot was significantly higher for Radio 2, compared to Heart or Smooth.



The AudienceThe Audience


15-2425-34

35-44

45-54

55-64

65+4%

6%

9%

18%

27%

37%

The audience to the slot is just marginally more female (52%). Understandably, the proportion of listeners aged 55+ is higher than the network average (64%), given the era of music that is played on the show

The audience skews more well off:

58% are ABC1

The programme attracts a marginally

more Female audience:

52% vs 48%

The audience skews 65+:

37% are 65+

52%48%

The majority of listeners are White

1% are BAME

GENDER AGE

ABC1

58%

C2DE

42%

SOCIAL GRADE ETHNICITY

White

BAME

99%

1%


Radio 2 average: 50% vs 50%

Radio 2 average: 15-24: 6% 25-34: 9%

35-44: 14%45-54: 21% 55-64: 22%

65+: 29%

Radio 2 average: 61% ABC1

Radio 2 average: 3% BAME


158

455

1,072

0

200

400

600

800

1000

1200

1400

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

Q4

20

17

Q1

20

18

Q2

20

18

Q3

20

18

Q4

20

18

Q1

20

19

Q2

20

19

Q3

20

19

Q4

20

19

Q1

20

20

15-34 35-54s 55+

Reach (000s) by age groups for Radio 2, Sun, 15:00 - 17:00

Listeners aged 55+ make up the majority of the audience of the audience (1.07m). In recent years, any growth in listeners has come from the 55+.


12CCO GROUP | AUDIENCES | Source: RAJAR Q1 2020 15+

The majority of the audience live in England (1.4m)

1,447

108124

60

200

400

600

800

1000

1200

1400

1600

1800

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

Q4

20

17

Q1

20

18

Q2

20

18

Q3

20

18

Q4

20

18

Q1

20

19

Q2

20

19

Q3

20

19

Q4

20

19

Q1

20

20

England Scotland Wales Northern Ireland

Reach (000s) by Nation for Radio 2, Sun, 15:00 - 17:00


Listening by platform and location


76% 21% 3%

Three quarters of listening occurs in the home. Workplace listening is particularly low, which is not surprising given the Sunday afternoon slot



0

100

200

300

400

500

600

700

800

900

14:30 14:45 15:00 15:15 15:30 15:45 16:00 16:15 16:30 16:45 17:00 17:15

At Home

In A Car/Van/Lorry

At Work/Elsewhere

Reach (000s) Radio 2, Sun, 15:00 - 17:00

Listening at home remains largely stable. There is a dip in listening whilst travelling towards the latter part of the show



Digital

2017: 6%

2020: 5.9%

DABAM/FM Online

2017: 54.6%

2020: 47.1%

2017: 35.2%

2020: 37.3%

2017: 4.2%

2020: 9.7%

Listening via an analogue radio makes up just under half of all listening. There has been a notable increase in the proportion of online listening to the slot over the last three years



The episode featuring Mick Fleetwood was the top performing episode of the quarter, with 54k requests, although the episode with Steve Howe was very close behind. Half of all requests over the quarter were to listen live

49%

51%

Live On Demand

Top 10 episodes by request. 01.01.2020 -31.03.2020

Source: AV Analytics


THANK YOU

Documents

CCO GROUP | AUDIENCES | 1downloads.bbc.co.uk/radio/commissioning/Radio_2_Audience_Pack_… · CCO GROUP | AUDIENCES | 5 2 6 3 7 1 5 1 14.5 15 15.5 16 16.5 17 17.5 18 18.5 19 Q2 18