Slide 1

BBC 6 Music Late Afternoon : Mon-Fri, 16:00-19:00

Summary

• The weekday late afternoon show had a recent peak 1.2m (2.7% share) in Q4

2016. The audience has nudged down since then to 1.0m (2.1% share).

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

58% for 6 Music), skews 35-54 (58%; more than network), and well off (74% are

ABC1, in line with network avg.).

• The show’s appreciation (AI) is good and is above the 6 Music average (most

recently 82 vs 80 for 6 Music); although it has seen a dip year on year (-3pts).

• Recent figures show DAB Radio as the primary means of listening (71%), while

online listening has marginally lowered in recent years.

• Online requests are are driven by a large level of live listening.

Av. Hrs per listener:

02:33

Share of listening:

2%

Weekly Reach (000’s):

1,012

Proportion who

also listen to: Shaun Keaveny Mon-Fri 07.00-

10.00: 51% Mark Radcliffe & Stuart

Maconie Mon-Fri 13.00-16.00: 60%

Marc Riley Mon-Thu 19.00-21.00:

37%

Proportion who

listen every day:

10%

AI average:

82

Highest day of

reach:

Monday

(460)

Slide 3

SN

AP

SH

OT

– L

ate

Aft

ern

oo

n : M

on

-Fri, 1

6:0

0-1

9:0

0

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

Average age:

41 Proportion target

audience:

(20-34s): 25%

63% 37%

Slide 4

Live radio listening

performance &

appreciation

2.3

2.4

2.4

2.3

2.3

2.7

2.6

2.1

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

1,006 1,075

1,012 1,108

1,039

1,183 1,115

1,012

900

1000

1100

1200

0

0.5

1

1.5

Share % Reach (000s)

Slide 5

Reach & share peaked recently at 1.18m /2.7%

in Q4 2016 but has nudged down since then

Source: RAJAR Q2 2017 15+

Source: Pulse Panel

85

82

83

80

2015 2016

Late Afternoon :

Mon-Fri, 16:00-19:00

6 Music Average

The show’s appreciation (AI) is good and is

above the 6 Music average, although there was

a dip year on year Appreciation Index

02:32

02:08

02:55

01:53

02:33

02:10

02:50

02:13

Adults 15+ 15-34 35-54 55+

Q2 16 Q2 17

Slide 7

Avg. hours per listener are steady at 2hr 33m,

highest for 35-54s at 2hr50m, but growth most

seen among the 55+(+20m YoY)

Ave. hours per listener

Source: RAJAR Q2 2017 15+

0

100

200

300

400

500

600

700

15:30 15:45 16:00 16:15 16:30 16:45 17:00 17:15 17:30 17:45 18:00 18:15 18:30 18:45 19:00 19:15

Q2 2016

Q1 2017

Q2 2017

Reach generally stays strong through the 3 hour

show, but there was a gradual downward shift

in the most recent quarter

Slide 8

Reach (000s) Late Afternoon Mon-Fri, 16:00-19:00

Source: RAJAR Q2 2017 15+

Slide 9

The Audience

The audience skews

more well off:

73% are ABC1.

Slightly less than

network ave: 76%

The programme

attracts a more male

audience:

63% vs 37%.

More than the

network ave: 58%

73%

27%

ABC1

C2DE

11%

18%

32%

26%

9%

3%

15-24

25-34

35-44

45-54

55-64 65+

63%

37%

male

female

The audience skews

35-54:

58% are 35-54. More

than the network

average: 53%

The audience to the programme is more male

(63%), skews 35-54 (58%) and more well off (73% are ABC1)

Source: RAJAR Q2 2017 15+

Slide 11

There has been a strong increase in listeners aged 35-54,

a gradual increase for those over 55+, while reach of

those under 35 has remained broadly steady since 2012

301

582

128

0

100

200

300

400

500

600

700

800

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 Late Afternoon Mon-Fri, 16:00-19:00

Source: RAJAR Q2 2017 15+

Slide 12

Listening by platform and

location

75% 12% 13%

The majority of listening to the show takes

place at home, with a similar proportion in the

office vs in car

Source: RAJAR Q2 2017 15+

0

50

100

150

200

250

300

350

400

450

15:30 15:45 16:00 16:15 16:30 16:45 17:00 17:15 17:30 17:45 18:00 18:15 18:30 18:45 19:00 19:15

At Home

In A Car/Van/Lorry

At Work/Elsewhere

At home listening remains steady through the 3

hours, while office listening particularly declines

as the programme progresses

Slide 14

Reach (000s) Late Afternoon Mon-Fri, 16:00-19:00

Source: RAJAR Q2 2017 15+

Slide 15

Recent figures show DAB Radio is the primary

means of listening, while online listening has

marginally lowered

DAB

Online

2014: 63%

2017: 71%

2014: 21%

2017: 18%

Source: RAJAR Q2 2017 15+

Slide 16

iPlayer requests for Late Afternoon (Mon-Fri,

16:00-19:00) are driven by a large level of live

listening

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

343 294

376 403 431 350

488

391 470

306

406 360

8 19

8 10

6

34

12

8

11

11

8 8

0

100

200

300

400

500

600

Catch-up UK Requests

Live UK Requests

Live & Catch-up Late Afternoon (Mon-Fri, 16:00-19:00) iPlayer Requests

Slide 17