Radio 2. Live Listening Performance. BBC Station Performance Report. Kim McNally-Luke Senior Research Manager. BBC Radio 2-3 Month Weight
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1 Radio 2 Live Listening Performance Quarter BBC Station Performance Report BBC Radio 2-3 Month Weight Kim McNally-Luke Senior Research Manager 26 th Quarter October
2 Summary 2 Weekly reach to Radio 2 remains m or above for every consecutive quarter over the last 4 years (16 th quarter in a row) at.m. This was a marginal decrease of -216k/-1.4% on the Q and a drop of -8k/-1.0% on the year. Over 1 in 4 of all UK adults continue to listen to Radio 2 (28.0%). Share of listening moved marginally down this quarter to its lowest level in 4 years. Share moved down to 16.7%; -0.5% pts on Q and -1.1% pts on Y. Share has particularly moved down among the younger station target (35-54s) ; -1.3% pts on Q to 17.6% vs 21.3% among the 55+ (stable). The average amount of listening per listener has moved to a low for the station at hrs 26mins; a decrease of 17 mins on the Q and a fall of 22 mins on the Y. Radio 2 remains above Radio 4 (.9 hrs) and remains the highest for a UK wide station. R2 accounts for just under 1 in 3 of all hrs listened to BBC Radio (32.4%). The mean average age to Radio 2 remained stable this quarter at 52 years (=). The average age of listener to the Chris Evans Breakfast Show also remained steady at 52 years. Reach among the 35-54s moved marginally down again to its lowest level for 4 years at 5.73m: Reach among 35-54s saw a small decrease of -0.5% (30k) on Q and a drop of 3.8% (200k) on the Y. Marginal decrease in reach among the 55+ at 6.95m listeners. After hitting a record among this age group in the last quarter, reach was down by -1.4% on Q (-0k) but was up by a similar amount (+1.3%/90k) on the year. Station has 3.9m listeners now aged 65+ vs 3.1m aged years. The reach among the 35-44s was marginally up this quarter but remains down by 180k on the year and Radio 2 continues to have more listeners in the younger, -34 age group at 2.45m vs 2.32m aged Gender profile has remained steady this quarter: 51.4% male vs 48.6% female. Just over 6 in of all listeners continue to be more well off (ABC1). The more well off ABC1s account for 61% of the total R2 audience. The station continues to do well among the underserved C2DEs with 5.92m listeners in these social groups. Reach among BAME audiences edged marginally upwards this quarter : at 579k; a small increase of 33k listeners, now making up just 3.8% of all listeners. Digital listening to Radio 2 is steady this quarter: 37% of all listening is via a digital device. 7.4m/49% of R2 listeners listen to R2 at some point across the week via a digital device. Majority of digital listening is via a DAB radio accounting for 30% of all listening. Some losses in reach particularly in London and Yorks & Lincs regions: reach was down by 0k in each region, Q on Q.
3 3 At a glance Age profile and reach Reach (m) 6.9% 9.3%.3% 22.5% 20.3% 25.7% Profile (%) Adults + Adults Adults Reach by gender (m) Hours (m) Reach (m) 7.79 Men 51.4% 7.36 Women 48.6% 173.h Total hours h 26m Average hours per listener Platform share (%) and reach (m) Share (%) and reach (m) for Breakfast 0.0% Total Weekly Reach. 37.4% Any Digital % AM/FM % DAB % Digital TV % Internet % Share 9.06 Reach Share (%) Reach (m)
4 %.9%.6% 17.2% 16.2% 16.0%.9%.9% 16.3% 16.8% 16.1%.6% 17.6% 17.7% 17.2% 16.9% 17.6% 17.9% 17.7% 17.0% 17.8% 18.1% 17.6% 17.6% 17.7% 17.2% 16.7% 18.6% Trend of Reach (m) and share (%) Adults + Share (%) Reach (m) 4. reach 16.7% share
5 % 20.4% 19.2% 17.9% 16.6% 18.5% 19.0% 19.1% 19.5% 19.7% 19.0% 17.9% 20.2% 20.9% 19.9% 18.9% 19.8% 19.9% 20.1% 19.3% 20.4% 18.8% 20.6% 19.5% 20.1% 20.4% 18.9% 17.6% Trend of Reach (m) and share (%) Adults Share (%) Reach (m) reach 17.6% share
6 % 20.7% 19.1% 19.3% 20.5% 19.3% 19.4% 19.3% 19.6% 20.2% 19.6% 19.1% 21.0% 20.9% 21.0% 21.2% 21.5% 22.4% 21.3% 20.4% 21.9% 21.7% 22.5% 21.7% 21.4% 22.7% 21.1% 21.3% Trend of Reach (m) and share (%) Adults 55+ Share (%) Reach (m) reach 21.3% share
7 09 h 06m h 58m h 54m h 03m h m h 39m h 30m h 57m h 45m h 17m h 30m h 29m h 07m h 00m h 27m h 38m h 40m h 54m h 41m h 34m h 51m h m h 09m h 48m h 36m h 03m h 43m h 26m Average hours per listener, and total hours (m) Average Hours per Listener Total Hours 173. total hours h 26m average hours per listener
8 09 8 Mean, median and mode average age Mean Median Mode 0
9 9 Gender profile (%) Male Female
10 Age profile (%)
11 Social grade profile (%) AB C1 C2 DE
12 09 Reach by gender (m) Men 7.36 Women
13 09 Reach by age (m)
14 09 Reach by SEG (m) AB 4.98 C C DE
15 Underserved audiences (m) North 2.45 Adults Adults BAME 5.92 Adults C2DE
16 16 Reach by Nation (m) Reach (millions) England 1. Scotland 1.04 Wales 0.23 Northern Ireland
17 17 Reach by Region (m) Reach (millions) East 0.79 West 0.62 South West 1.38 South 1.57 Yorkshire & Lincolnshire 0.98 North East
18 18 Reach by Region (m) Reach (millions) North West 1.50 West Midlands 0.52 East Midlands 1.61 London 0.85 South East
19 19 Share by Nation (%) Share (%) 30.0% 25.0% 20.0% 16.8% England.7% Scotland 23.2% Wales 6.7% Northern Ireland.0%.0% 5.0% 0.0%
20 20 Share by Region (%) Share (%) 30.0% 25.0% 20.0%.0%.0% 22.0% East 22.9% West 21.5% South West 18.2% South 19.1% Yorkshire & Lincolnshire 17.7% North East 5.0% 0.0%
21 21 Share by Region (%) Share (%) 30.0% 25.0% 20.0%.0%.4% North West 17.7% West Midlands.6% East Midlands 8.5% London 20.7% South East.0% 5.0% 0.0%
22 Weekday daypart reach, QoQ and YoY Reach in m
23 Saturday daypart reach, QoQ and YoY Reach in m
24 Sunday daypart reach, QoQ and YoY Reach in m
25 25 Platform share (%) and reach (%) Unspecified Internet DTV DAB Digital Radio AM/FM Reach (m) Reach (%) % 21.7% % 2.3% 2.1% Total Weekly Reach Any Digital AM/FM DAB DTV Online/Apps Please note the percentages don t add up to 0% because listeners could be listening in 2 or more ways.
26 BBC Station Performance Report BBC Radio 2-3 Month Weight Quarter
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