Slide 1

BBC Radio 4 Book of the Week: Mon-Fri, 09.45-10.00; 24.30-24.45

Summary Points

• Book of the Week’s reach has grown across the last

year, now sitting at 3.2m/10.5% share.

• Audience appreciation for the programme is

steady on the year and in line with the Radio 4

average.

• Book of the week appeals to older and more

female audiences with 50% of the audience 65+

Slide 2

Av. Hrs per listener:

00:34

Share of listening:

10%

Weekly Reach (000’s):

3,223

Proportion who

also listen to: Various Mon-Fri 09.00-09.45: 88%

Woman's Hour Mon-Fri 10.00-

10.45: 75%

15 Minute Drama Mon-Fri 10.45-

11.00: 57%

Proportion who

listen every day:

10%

AI average:

81

Highest day of

reach:

Monday

(1,504)

Slide 3

SN

AP

SH

OT

– B

oo

k o

f th

e W

ee

k:

Mo

n-F

ri, 0

9.4

5-1

0.0

0;

24

.30

-24

.45

Source: RAJAR Q1 2017 15+/Pulse

Average age:

62 Proportion target

audience:

(35-54 ABC1) : 16%

37% 63%

Slide 4

Live radio listening

performance &

appreciation

10

.2

10

.1

10

.4

9.7

9.7

9.3

10

.9

10

.5

8.5

9

9.5

10

10.5

11

11.5

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

3,076 3,080 3,131 2,996

3,150 3,054

3,347 3,223

2800

3000

3200

3400

0

0.5

1

1.5

Share % Reach (000s)

Slide 5

Reach has grown steadily over time, as share

tends to fluctuate around 9%-10% mark

Source: RAJAR Q1 2017 15+

Source: Pulse Panel

81 81

80

81

2015 2016

Book of the Week

Radio 4 Average

Book of the Week’s appreciation score is in line

with the station’s average of 81

Appreciation Index

00:33

00:25

00:29

00:35 00:34

00:24

00:28

00:37

Adults 15+ 15-34 35-54 55+

Q1 16 Q1 17

Slide 7

Time spent listening has increased slightly on the

year, driven by an older audience (55+)

Ave. hours per listener

Source: RAJAR Q1 2017 15+

0

500

1000

1500

2000

2500

3000

3500

4000

09:15 09:30 09:45 10:00 10:15 00:00 00:30 01:00

Q1 2016

Q4 2016

Q1 2017

Audience reach is ever so slightly stronger at

the start of Book of the Week

Slide 8

Reach (000s) Book of the Week Mon-Fri, 09.45-10.00; 24.30-24.45

Source: RAJAR Q1 2017 15+

Slide 9

The Audience

The audience skews more well off:

72% are ABC1

Radio 4 Average: 74.6% ABC1

The programme attracts a more female audience:

60% vs 40%

Radio 4 Average: Male: 51.1%, Female:

48.9%

72%

28%

ABC1

C2DE

1%

5%

7%

15%

22%

50%

15-24 25-34 35-44

45-54

55-64

65+ 40%

60%

male

female

The audience skews 65+:

50% are 65+

Radio 4 Average: 36.5% aged 65+

Book of the Week audience skews more female

(60%), older (50% are 65+) and more well off (72% are ABC1)

Source: RAJAR Q1 2017 15+

Slide 11

There has been an increase in listeners aged

55+, while reach of younger audiences is stable

198

765

2,384

0

500

1000

1500

2000

2500

3000

Q2

2007

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

15-34 35-54s 55+ Linear (35-54s) Linear (55+)

Reach (000s) by age groups for Book of the Week Mon-Fri, 09.45-10.00; 24.30-24.45

Source: RAJAR Q1 2017 15+

Slide 12

Listening by platform and

location

82% 13% 5%

The majority of listening occurs at home (82%)

Source: RAJAR Q1 2017 15+

0

500

1000

1500

2000

2500

3000

09:15 09:30 09:45 10:00 10:15 00:00 00:30 01:00

At Home

In A Car/Van/Lorry

At Work/Elsewhere

Listening at home drops off slightly across the 15

minutes

Slide 14

Reach (000s) Book of the Week Mon-Fri, 09.45-10.00; 24.30-24.45

Source: RAJAR Q1 2017 15+

Slide 15

Listening to the show via digital devices has

increased significantly

DAB

AM/FM

Online

2014: 60.7%

2017: 54%

2014: 28.5%

2017: 35.5%

2014: 3.4%

2017: 7%

Source: RAJAR Q1 2017 15+

Slide 16