Slide 1

BBC 6 Music Weekday Afternoons : Mon-Fri, 13:00-16:00

Summary

• The early afternoon weekday show has seen reach and share grow in recent

years, with a peak of 1.1m/2.8% in Q4’16, and now stands at 952k/2.3%.

• The audience to the programme is more male than the network avg (63% vs

58% for 6 Music), skews 35-54 (57%; higher than network), and more well off

(70% are ABC1, below network avg 75%).

• The show’s appreciation (AI) is above the 6 Music average, but saw a year on

year dip -2pts (to 84) in 2016.

• Listening to the show via DAB Radio is dominant (65%), while listening online has

dipped to just under 25%.

• Online requests are driven by live listening with on demand requests only

making a small proportion of requests each month (c7%).

Av. Hrs per listener:

03:25

Share of listening:

2%

Weekly Reach (000’s):

952

Proportion who

also listen to: Shaun Keaveny Mon-Fri 07.00-

10.00: 53% Lauren Laverne Mon-Fri 10.00-

13.00: 60%

Steve Lamacq Mon-Fri 16.00-

19.00: 64%

Proportion who

listen every day:

9%

AI average:

84

Highest day of

reach:

Thursday

(421k)

Slide 3

SN

AP

SH

OT

– W

ee

kd

ay A

fte

rno

on

s :

Mo

n-F

ri, 1

3:0

0-1

6:0

0

Source: RAJAR Q2 2017 15+/Pulse (latest quarter)

Average age:

43 Proportion target

audience:

(20-34s): 24%

63% 37%

Slide 4

Live radio listening

performance &

appreciation

2.1

2.5

2.8

2.8

2.8

2.8

2.8

2.3

0

0.5

1

1.5

2

2.5

3

Q3 15 Q4 15 Q1 16 Q2 16 Q3 16 Q4 16 Q1 17 Q2 17

876 877 956 924 1,009 1,070 981 952

0

500

1000

1500

0

0.5

1

1.5

Share % Reach (000s)

Slide 5

Reach to the programme peaked recently in Q4 16 with

1.1m listeners. Reach & share nudged back slightly since

then but remain at a strong level.

Source: RAJAR Q2 2017 15+

Source: Pulse Panel

86

84 83

80

2015 2016

Weekday Afternoons :

Mon-Fri, 13:00-16:00

6 Music Average

The show’s appreciation (AI) is strong, above the

6 Music average, but saw dip of -2pts year on

year Appreciation Index

04:19

02:52

05:08

04:00

03:25

02:28

04:02

02:55

Adults 15+ 15-34 35-54 55+

Q2 16 Q2 17

Slide 7

Avg. hours per listener stands at 3hr25m, having seen a

significant dip YoY(-54min). The largest amount of

listening is done among the 35-54s at 4h02m

Ave. hours per listener

Source: RAJAR Q2 2017 15+

0

50

100

150

200

250

300

350

12:30 12:45 13:00 13:15 13:30 13:45 14:00 14:15 14:30 14:45 15:00 15:15 15:30 15:45 16:00 16:15

Q2 2016

Q1 2017

Q2 2017

Audience reach remains largely steady across

the 3 hours, with small step upwards after first

hour, followed by marginal decline

Slide 8

Reach (000s) Weekday Afternoons Mon-Fri, 13:00-16:00

Source: RAJAR Q2 2017 15+

Some decline across the show vs previous quarters

Slide 9

The Audience

The audience skews

more well off:

70% are ABC1. Less so

than network overall

(76%).

The programme

attracts a more male

audience:

63% vs 37%.

More male than

network overall: 58%

70%

30%

ABC1

C2DE

8%

20%

27% 30%

12% 4%

15-24

25-34

35-44

45-54

55-64 65+

63%

37%

male

female

The audience skews

35-54:

57% are 35-54; higher

than network overall

(53%).

The audience to the programme is more male

(63%), skews 35-54 (57%) and more well off (70% are ABC1)

Source: RAJAR Q2 2017 15+

Slide 11

Long term trend shows growth in listeners for all age

groups. In recent quarters, there has been a decrease in

reach among the 35-54s

267

534

151

0

100

200

300

400

500

600

700

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

Q1

2017

Q2

2017

15-34 35-54s 55+

Reach (000s) by age groups for Weekday Afternoons Mon-Fri, 13:00-16:00

Source: RAJAR Q2 2017 15+

Slide 12

Listening by platform and

location

55% 9% 36%

While the majority of listening is done at home,

over a third of listening is in the office

Source: RAJAR Q2 2017 15+

0

20

40

60

80

100

120

140

160

180

12:30 12:45 13:00 13:15 13:30 13:45 14:00 14:15 14:30 14:45 15:00 15:15 15:30 15:45 16:00 16:15

At Home

In A Car/Van/Lorry

At Work/Elsewhere

There is a small dip in listening among those at

home after the first hour and for those listening

at work after 15:00

Slide 14

Reach (000s) Weekday Afternoons Mon-Fri, 13:00-16:00

Source: RAJAR Q2 2017 15+

Slide 15

Growth in DAB Radio listening whilst listening

online has dipped to just under a quarter

DAB

Online

2014: 53.3%

2017: 65.2%

2014: 31.2%

2017: 23.9%

Source: RAJAR Q2 2017 15+

Slide 16

iPlayer requests for Weekday Afternoons (Mon-Fri, 13:00-

16:00) are driven by live listening requests

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

0.50 0.41

0.54 0.57 0.65 0.60

0.71 0.65 0.64

0.46 0.59 0.56

0.0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

0.9

1.0

Millio

ns

Catch-up UK Requests

Live UK Requests

Live & Catch-up Weekday Afternoons (Mon-Fri, 13:00-16:00) iPlayer Requests

Slide 17