Slide 1

BBC Radio 3 Drama on 3: Sun, 21:00-22:30

Summary Points

• Drama on 3 had an audience of c90k live listeners each week in the

latest quarter, however, the audience can fluctuate in the slot.

• The programme’s audience skews more male (54% vs 52% for Radio

3), older (52% aged 65+ vs 47% for R3) and marginally more upmarket

(81% vs 80% for R3).

• The audience appreciation to the show has dipped year on year and

is lower than the network average.

• The vast majority of live listening (95%) is done in home, unsurprising

given the Sunday evening timeslot.

• On-demand listening drives the online requests for the programme,

making it the 2nd most time-shifted programme on BBC Radio (with

c20% of all listening time-shifted).

Av. Hrs per listener:

00:59

Share of listening:

3%

Weekly Reach (000’s):

86

Proportion who also listen to:

Radio 3 in Concert Sun 19.30-21.00: 56%

Early Music Late Sun 22.30-23.30: 44%

The Essay Mon-Fri 22.45-23.00: 34%

AI average:

75

Slide 3

SN

AP

SH

OT

– D

ram

a o

n 3

: Su

n,

21

:00

-22

:30

Average age:

63 Proportion target

audience:

(35-44 ABC1s) : 2%

59% 41%

Source: RAJAR Q4 2016 15+

Slide 4

Live radio listening

performance &

appreciation

2.5

2.0

4.0

2.3

1.2

0.9

2.5

2.6

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

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

94 80 131

73 56 41

104 86

0

50

100

150

0

0.5

1

1.5

Share % Reach (000s)

Slide 5

Following three declining quarters from Q3 15, reach and

share have picked back up and are both up on the year

Source: RAJAR Q4 2016 15+

Source: Pulse Panel

82 82

79

75

2015 2016

Radio 3 average

Drama on 3

Audience appreciation for Drama on 3 is below

the Radio 3 average, having dropped year on

year, while R3’s AI remained steady

Appreciation Index

00:56

00:49

00:57 00:59

00:48

01:03

Adults 15+ 35-54 55+

Q4 15 Q4 16

Slide 7

Time spent listening to the programme is c1hr a

week per listener. Positively, this has grown YonY,

driven by the older 55+ listener

Ave. hours per listener

Source: RAJAR Q4 2016 15+

0

10

20

30

40

50

60

70

80

90

100

8:30 8:45 9:00 9:15 9:30 9:45 10:00 10:15 10:30 10:45

Q4 2015

Q3 2016

Q4 2016

Audience reach is strongest at the start and

edges down as the programme progresses

Slide 8

Reach (000s) Drama on 3 Sun, 21:00-22:30

Source: RAJAR Q4 2016 15+

Note: Use data with caution as based on very small sample sizes

Slide 9

The Audience

The audience skews

more well off:

81% are ABC1

Radio 3 average: 80% ABC1, 20% C2DE

The programme

attracts a more male

audience:

54% vs 46%

Radio 3 average: Male: 52%, Female: 48%

81%

19%

ABC1

C2DE

32%

12%

52%

45-54

55-64

65+ 54% 46%

male

female

The audience skews

65+:

52% are 65+

Radio 3 average: 47% aged 65+

The audience to the programme is more male

(54%), older (52% are 65+) and more well off (81% are ABC1) than overall R3 audience

Source: RAJAR Q4 2016 15+

Slide 11

Reach consistently highest for those over 55,

whilst reach among 35-54s is trending slightly

downwards

3

29

54

0

20

40

60

80

100

120

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

15-34 35-54s 55+

Reach (000s) by age groups for Drama on 3 Sun, 21:00-22:30

Source: RAJAR Q4 2016 15+

Slide 12

Listening by platform and

location

95% 5% 0%

The timing of the programme ensures that the

majority of people are reached at home (95%)

Source: RAJAR Q4 2016 15+

Proportion of listening hours split by Location, Sun, 21:00-22:30

0

10

20

30

40

50

60

70

8:30 8:45 9:00 9:15 9:30 9:45 10:00 10:15 10:30 10:45

At Home

In A Car/Van/Lorry

At Work/Elsewhere

While low throughout the programme, in car

listening picks up (to 5k) from 10pm

Slide 14

Reach (000s) Drama on 3 Sun, 21:00-22:30

Source: RAJAR Q4 2016 15+

Slide 15

DAB

AM/FM

Online

2013: 50.4%

2016: 68.7%

2013: 41.2%

2016: 24.8%

2013: 2.1%

2016: 2.9%

Source: RAJAR Q4 2016 15+

Proportion of listening hours split by Platform, Sun, 21:00-22:30

AM/FM listening remains dominant, having shown grown

since 2013. Whilst listening via DAB Radio has diminished

to make up just a quarter of listening hours

Slide 16 Source: AV Analytics/ episode data only (excludes clips)

1 4 5 3 4 4 4 2 10

16

47 40

27 27

46 39

0

10

20

30

40

50

60

Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17

Tho

usa

nd

s

Catch-up UK Requests

Live UK Requests

Live & Catch-up: Drama on 3 EPISODE Requests

The key driver for online requests for Drama on 3

are on demand requests (whereas most

requests to R3 progs are driven by live requests) Drama on 3 is the 2nd most time-shifted programme on BBC Radio with c20% of all listening to programme time-shifted.

Slide 17