Alison winter bbc bed to bed lokalrundfunktage 300615

Bed to Bed

Alison Winter, Head of AudiencesBBC Radio & Music and Digital

Tuning into your digital audience

across the day

Q1

99

Q3

99

Q1

00

Q3

00

Q1

01

Q3

01

Q1

02

Q3

02

Q1

03

Q3

03

Q1

04

Q3

04

Q1

05

Q3

05

Q1

06

Q3

06

Q1

07

Q3

07

Q1

08

Q3

08

Q1

09

Q3

09

Q1

10

Q3

10

Q1

11

Q3

11

Q1

12

Q3

12

Q1

13

Q3

13

Q1

14

Se

p-1

3

Ma

r-1

4

Se

p-1

4

Ma

r-1

5

42.77

48.4 47.8

Source: RAJAR Based on Adults 15+, 3 months

At a top-level, the picture is healthy for UK radio

Age 15-19 Age 20- 24 Age 15-24

Average hours per listener Q1 2005

Average hours per listener Q1 2015

Loss per listener (minutes) 328 245 295

20:2719:5

4

But under the surface …

RAJAR Q105-Q115, 3 mths

19:23

14:59

13:52

16:02

15-24s

2%

14% 1%

40%

24%

6%

1%13%

Listen Again

On Demand music services (e.g. Spotify)

Podcasts

Live Radio

Digital Tracks

CDs

Cassettes

Music - YouTube

1% 5%2%

71%

11%

7%

1% 4%

All Adults (15+)

A shifting “Share of Ear”

RAJAR MIDAS+ Wave 5, Nov 14

2005 2015

20.6

14.9

22.1

17.7

23.6

20.6

25.6

23.3

27.2

24.5

26.225.3

15-24 25-34 35-44 45-54 55-64 65+

Is it a “structural” shift we’re seeing?

RAJAR Q105-Q115, 12 mths

The Smartphone Revolution

“This is audiences trying to remember. Surely they are

not accurate.

Why can’t we do it like telly with electronic devices that measure actual viewing?”

“This is audiences trying to remember. Surely they are

not accurate.

Why can’t we do it like telly with electronic devices that measure actual viewing?”

Source: nVision / Future foundation.

Reimagining radio for a screen

All figures in 000s and based on UK (except Facebook and Twitter which are based on entire world); note that Radio 1 and 1Xtra charts are on different scales.

Our response, so far

Live listening requests

xxxx

xxx

xShort form audio clips

xxx

Ave. weekly website UBs

xxxx

xxxx

Mobile UBs

18

Red Button

xxx

xx On-demand video clips

xxxx

Facebook fans

x Facebook actions

xxxx

Twitter Followers

Twitter actions

Programme requests

SMS received

x

Live ave. weekly reach (10+)

11,725

Audio downloadsListen Share

WatchInteract

xxx

xxx

YouTube views

YouTube subscribersxxx

xxx

Computer UBs

Tablet UBs

Week 39 – Live Lounge

Slide 8

Touchpoints OUR ACTIVE

DAY

Bed to Bed: A coming together of 3 data sources

iStatsOUR ONLINE

DAY

RAB/Sparkler Media and Mood data

OUR EMOTIONAL DAY

iSTATS

Slide 10

Peak use of BBC Online reflects the weekly routine

Mon Tue Wed Thur Fri Sat Sun06:0007:0008:0009:0010:0011:0012:0013:0014:0015:0016:0017:0018:0019:0020:0021:0022:0023:00

1. Lunch break

2. Home time

3. Winding down

4. Weekend Sport

The Radio audience uses different screens to access content at different ‘moments’ in the day

Computer Mobile Tablet Connected TVMon Tue Wed Thurs Fri Sat Sun Mon Tue Wed Thurs Fri Sat Sun Mon Tue Wed Thurs Fri Sat Sun Mon Tue Wed Thurs Fri Sat Sun

06:00

07:00

08:00

09:00

10:00

11:00

12:00

13:00

14:00

15:00

16:00

17:00

18:00

19:00

20:00

21:00

22:00

23:00

Bed to Bed allows us to drill down to a station level

Source: iStats DAX. Average weekly browsers, Jan-March 2013

Computer Mobile TabletMon Tue Wed Thurs Fri Sat Sun Mon Tue Wed Thurs Fri Sat Sun Mon Tue Wed Thurs Fri Sat Sun

06:00

07:00

08:00

09:00

10:00

11:00

12:00

13:00

14:00

15:00

16:00

17:00

18:00

19:00

20:00

21:00

22:00

23:00

Different formats map to different times of the day/week

Live audio On – demand programmes On-demand audio clips On-demand video clipsMon Tue Wed Thurs Fri Sat Sun Mon Tue Wed Thurs Fri Sat Sun Mon Tue Wed Thurs Fri Sat Sun Mon Tue Wed Thurs Fri Sat Sun

06:00

07:00

08:00

09:00

10:00

11:00

12:00

13:00

14:00

15:00

16:00

17:00

18:00

19:00

20:00

21:00

22:00

23:00

Live audio On – demand programmes On-demand audio clips On-demand video clipsMon Tue Wed Thurs Fri Sat Sun Mon Tue Wed Thurs Fri Sat Sun Mon Tue Wed Thurs Fri Sat Sun Mon Tue Wed Thurs Fri Sat Sun

06:00

07:00

08:00

09:00

10:00

11:00

12:00

13:00

14:00

15:00

16:00

17:00

18:00

19:00

20:00

21:00

22:00

23:00

6 Music, like Radio 1, inspires a Monday catch-up moment

Source: iStats AV. Total requests, Jan-March 2013

Touchpoints

Starting with the basics, during the week 16-24s wake later than those aged 65+

Source: Touchpoints 2012

06:00 24:0008:00 23:00

06:00-06:30

06:30-07:00

07:00-07:30

07:30-08:00

08:00-08:30

08:30-09:00

09:00-09:30

09:30-10:00

10:00-10:30

10:30-11:00

11:00-11:30

11:30-12:00

12:00-12:30

12:30-13:00

13:00-13:00

13:30-14:00

14:00-14:30

14:30-15:00

15:00-15:30

15:30-16:00

16:00-16:30

16:30-17:00

17:00-17:30

17:30-18:00

18:00-18:30

18:30-19:00

19:00-19:30

19:30-20:00

20:00-20:30

20:30-21:00

21:00-21:30

21:30-22:00

22:00-22:30

22:30-23:00

23:00-23:30

23:30-24:00

0

10

20

30

40

50

60

70

80

90

100

Proportion awake (Mon-Fri)

16-24s 25-34s 35-44yrs 45-54yrs 55-64yrs 65yrs+

Working 9-5 is still the norm

6:00

6:30

7:00

7:30

8:00

8:30

9:00

9:30

10:00

10:30

11:00

11:30

12:00

12:30

13:00

13:30

14:00

14:30

15:00

15:30

16:00

16:30

17:00

17:30

18:00

18:30

19:00

19:30

20:00

20:30

21:00

21:30

22:00

22:30

23:00

23:30

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

Proportion of All Adults who are at work on a typical

weekday

We’re social, but solitude is common. The older we get, the more likely we are to be on our own across the day.

Source: Touchpoints 2012

06:00-06:30 06:30-07:00 07:00-07:30 07:30-08:00 08:00-08:30 08:30-09:00 09:00-09:30 09:30-10:00 10:00-10:30 10:30-11:00 11:00-11:30 11:30-12:00 12:00-12:30 12:30-13:00 13:00-13:00 13:30-14:00 14:00-14:30 14:30-15:00 15:00-15:30 15:30-16:00 16:00-16:30 16:30-17:00 17:00-17:30 17:30-18:00 18:00-18:30 18:30-19:00 19:00-19:30 19:30-20:00 20:00-20:30 20:30-21:00 21:00-21:30 21:30-22:00 22:00-22:30 22:30-23:00 23:00-23:30 23:30-24:00

0

10

20

30

40

50

60 Proportion on their own (Mon-Fri)

35-44yrs 45-54yrs 55-64yrs 65yrs+

06:00 24:00

Our Emotional Day

RAB/Sparkler Data

Energy (all adults): Monday is a rollercoaster

Morning Daytime Drive-time Evening0.0

0.5

1.0

1.5

2.0

2.5

Monday Tues - Thurs Friday Saturday Sunday

Ave.

score

/5

Happiness (18-34s): Friday daytime is a high

Morning Daytime Drive-time Evening0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

Monday Tues - Thurs Friday Saturday Sunday

Ave.

score

/5

Attention (35+): Monday afternoon again …

Morning Daytime Drive-time Evening0.0

0.5

1.0

1.5

2.0

2.5

Monday Tues - Thurs Friday Saturday Sunday

Ave.

score

/5

Bed to Bed: Bringing it all together

Slide 25

An on air approach to ‘programming’ online

Moments to explore/Thought-starters

1. Morning mobile

2. 9-5 live PC listen

3. Monday Catch-up Moment

4. Sunday On-demand Moment

5. We treat Friday differently; what about Monday?

Weekday waking up – a

mobile moment

Workplace listening– a computer moment

Sunday – an on demand (tablet)

moment

Monday – a catch-up

(computer) moment

Bed to Bed

Alison Winter, Head of AudiencesBBC Radio & Music and Digital

Tuning into your digital audience

across the day