CCO GROUP | AUDIENCES | 1downloads.bbc.co.uk/radio/commissioning/Radio_2_Audience... · 2020-06-09 · CCO GROUP | AUDIENCES | 2 • At 1.9 million, reach to the slot was at its lowest

1CCO GROUP | AUDIENCES |

Audience data

2CCO GROUP | AUDIENCES |

• At 1.9 million, reach to the slot was at its lowest level since at least 2018 in Q1 2020. Share also declined on the quarter to 14.2%

• The audience to the slot is significantly more female (59%) and older than the network average audience. 43% of listeners are currently 65+

• On average, the audience listen to 1 hour 9 minutes of the two-hour show each week. There has been marginally growth in listening among the 35-54s over the last year.

• Reach declines across the slot, with a small uplift in listening between 1400-1415. Reach was down on the quarter and the year across the slot.

• Three quarters of listening occurs in the home. Very little listening occurs at work, which is understandable given the Sunday afternoon slot

• Analogue listening 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 top online episode of the quarter was about Hollywood Musical Films, with 41k requests. Most requests were to listen to the show live (70%)

Summary

3CCO GROUP | AUDIENCES |

SN

AP

SH

OT

–R

ad

io 2

. S

un

, 1

3:0

0 -

15

:00

Gender profile

Quick-glance snapshot

Proportion of listeners who also listen to:

The Michael Ball Show Sun 11.00-13.00:

66%Sounds of the 70s Sun 15.00-17.00:

47%

Average age:

6059%41%

Av. Hrs per listener

01:09

Share of listening

14%

Weekly Reach (000s’)

1,863

Source: RAJAR Q1 2020 15+

4CCO GROUP | AUDIENCES |

Live radio listening

performance &

appreciation

Live radio listening performance

5CCO GROUP | AUDIENCES |

14

.2 15

.6

16

.1

16

.7

15

.6

15

.1

18

.2

14

.2

0

2

4

6

8

10

12

14

16

18

20

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

1,889 2,165 2,135 2,255 2,087 1,944 2,2511,863

05001000150020002500

0

0.5

1

1.5

Share % Reach (000s)

At 1.9 million, reach to the slot was at its lowest level since at least 2018 in Q1 2020. Share also declined on the quarter to 14.2%

Source: RAJAR Q1 2020 15+

6CCO GROUP | AUDIENCES |

01:07

01:00

01:11

01:09

01:05

01:11

Adults 15+ 35-54 55+

Q1 19 Q1 20

On average, the audience listen to 1 hour 9 minutes of the two hour show. There has been marginally growth in listening among the 35-54s over the last year.

Ave. hours per listener

Source: RAJAR Q1 2020 15+

7CCO GROUP | AUDIENCES |

0

200

400

600

800

1000

1200

1400

1600

1800

2000

12:30 12:45 13:00 13:15 13:30 13:45 14:00 14:15 14:30 14:45 15:00 15:15

Q1 2019

Q4 2019

Q1 2020

Reach (000s) Radio 2 Sun, 13:00 - 15:00

Reach declines across the slot, with a small uplift in listening around 14:00-1415. Reach was down on the quarter and the year across the slot.

Source: RAJAR Q1 2020 15+

8CCO GROUP | AUDIENCES |

0

200

400

600

800

1000

1200

1400

1600

12.30 12.45 13.00 13.15 13.30 13.45 14.00 14.15 14.30 14.45 15.00 15.15

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

Reach (000s) Radio 2, Sun, 13:00 - 15:00

Reach during this slot was significantly higher for Radio 2, compared to Heart or Smooth. However, the decline over the slot was more pronounced for Radio 2

Source: RAJAR Q1 2020 15+

9CCO GROUP | AUDIENCES |

The AudienceThe Audience

10CCO GROUP | AUDIENCES |

White

BAME

99%

1%15-2425-34

35-44

45-54

55-64

65+

3%4%

8%

19%

24%

43%

The audience to the slot is significantly more female (59%) and older than the network average audience. 43% of listeners are currently 65+

The audience skews more well off:

60% are ABC1

The programme attracts a more

Female audience:

59% vs 41%

The audience heavily skews 65+:

43% are 65+

59%41%

The majority of listeners are White

1% are BAME

GENDER AGE

ABC1

60%

C2DE

40%

SOCIAL GRADE ETHNICITY

Source: RAJAR Q1 2020 15+

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

11CCO GROUP | AUDIENCES |

131

492

1,241

0

200

400

600

800

1000

1200

1400

1600

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, 13:00 - 15:00

Listeners aged 55+ account for the majority of listeners. The trend for 55+ reach is upwards with decreases among younger age groups

Source: RAJAR Q1 2020 15+

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

The majority of the audience live in England, but all nations, except Wales, experienced a small decline in reach quarter-on-quarter

1,583

1431289

0

500

1000

1500

2000

2500

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, 13:00 - 15:00

13CCO GROUP | AUDIENCES |

Listening by platform and location

14CCO GROUP | AUDIENCES |

74% 21% 5%

Three quarters of listening occurs in the home. Very little listening occurs at work, which is understandable given the Sunday afternoon slot

Source: RAJAR Q1 2020 15+

15CCO GROUP | AUDIENCES |

0

200

400

600

800

1000

1200

12:30 12:45 13:00 13:15 13:30 13:45 14:00 14:15 14:30 14:45 15:00 15:15

At Home

In A Car/Van/Lorry

At Work/Elsewhere

Reach (000s) Radio 2, Sun, 13:00 - 15:00

Listening at home declines over the duration of the slot

Source: RAJAR Q1 2020 15+

16CCO GROUP | AUDIENCES |

Digital

2017: 6.9%

2020: 5.3%

DABAM/FM Online

2017: 54.6%

2020: 48.1%

2017: 35.8%

2020: 37.8%

2017: 2.8%

2020: 8.8%

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

Source: RAJAR Q1 2020 15+

17CCO GROUP | AUDIENCES |

The top online episode of the quarter was about Hollywood Musical Films, with 41k requests. Most requests were to listen to the show live (70%)

70%

30%

Live On Demand

Total online requests by episode. 01.01.2020 – 31.03.2020

Source: AV Analytics

18CCO GROUP | AUDIENCES |

THANK YOU