Slide 1

BBC Radio 3 Slot: Sunday, 1930-2100 (12 month weighted data)

Headlines • Reach and share in this timeslot have edged downwards over the last year. Both dipped in the last

reporting period to their lowest level for 3 years at 74k and 1.8% share.

• The audience in the slot skews more male (60%), older (63% aged 65+; high average age of 63 years) and more well off (81% ABC1) than the Radio 3 average.

• The 65+ audience accounts for the majority of the audience but reach has particularly fallen over the last year among this age group. Younger audiences (aged under 65) have also been nudging downwards in recent years.

• Audience appreciation (AI) for the show moved to a good level in 2017 at 82 but has fallen more recently (71 in 2018) and is now significantly below the network average.

• Unsurprisingly given the timeslot, most listening in this timeslot is within the home (90%).

• Drama on 3 is a popular on-demand programme from Radio 3, with the majority of its online requests being for catch up. However, on average an episode gets c8k online requests– with c92% of those requests being on demand. So overall listening to a typical episode is still driven by live listening on a radio (ie 75k live listeners each week).

Av. Hrs per listener:

60 mins

Share of listening:

1.8%

Weekly Reach (000’s):

74k

Proportion who also listen to:

Preceding prog: Sunday Feature Sun 18.45-19.30: 76% Weekday Breakfast mon-Fri 0630-0900: only 38%

Drama on 3 average AI

(2018):

71

Slide 3

SN

AP

SH

OT

–S

un

da

y 1

9:3

0-2

1:0

0

Average age:

63 years Proportion target

audience:

(35-54 ABC1): 14%

60% 40%

Source: RAJAR Q4 2018 15+

• Defined by the common traits and behaviours of Radio 3 listeners: Classical music fans, culturally engaged (music, film, theatre, literature, art, architecture), pursue their interests in depth, broadsheet readers, ‘young at heart’.

• There are around 3.3m ‘Passionate Minds’ in the UK who don’t currently listen to Radio 3, and around 500k of these are aged 35-54.

• They skew more female and younger than the current Radio 3 audience – and the younger end (35-54s) are more diverse too (more are BAME and LGBT compared to the UK population overall).

Source: Touchpoints, RAJAR

AUDIENCE TARGET

Who?

What else defines them?

• More likely to look to radio for information and stimulation, but they still use the medium primarily for entertainment and relaxation.

• It’s not just about Classical music – they’re more likely to be engaged with Jazz and World Music too.

• Cultural connoisseurs

• Engaged with their community

• Enjoy the finer things in life

• See themselves as creative, extrovert and open

• Social media usage reflects the overall UK population, although they skew slightly more towards Instagram

• Around 400k are listening to a podcast each week – once they do, these become a big part of their audio landscape

‘PASSIONATE MINDS’ Aged 35-54

Slide 5

Live radio listening

performance &

appreciation

2.6

2.6

2.4

2.4

2.5

2.5

2.5

2.3

2.1

2.1

1.9

1.8

0.0

0.5

1.0

1.5

2.0

2.5

3.0

Q1 16 Q2 16 Q3 16 Q4 16 Q1 17 Q2 17 Q3 17 Q4 17 Q1 18 Q2 18 Q3 18 Q4 18

110 115 106 111 110 110 109 100 92 89 78 74

0.0

50.0

100.0

150.0

0

0.5

1

1.5

Share % Reach (000s)

Slide 6

Reach and share in this timeslot have edged downwards over the last year. Both dipped in the last reporting period to their lowest level for 3 years

Source: RAJAR 15+ (12 month weight)

Source: Pulse Panel

75 82

71 69

82 84

79 78

2016 2017 2018 2019 to date

Radio 3 Drama Radio 3 Average

The programme appreciation (AI) has fallen in recent years and is significantly below the network average

Appreciation Index

00:58 00:58 00:58 01:00

00:48

01:00

Adults 15+ 35-54 55+

Q4 17 Q4 18

Slide 8

Time spent per listener has seen a marginal increase in this timeslot. However, this is driven by the older 55+ audience with a loss in listening time among the younger 35-54 target

Ave. hours per listener

Source: RAJAR 15+ (12 month weight)

53

0

10

20

30

40

50

60

70

80

19:00 19:15 19:30 19:45 20:00 20:15 20:30 20:45 21:00 21:15

Q4 17

Q3 18

Q4 18

Quarter hour reach is down across the time slot vs 2017. Reach remains at its highest in the first half hour.

Slide 9

Reach (000s) Sun, 19:30-21:00

Source: RAJAR Q4 2018 15+ (12 month weight)

Slide 10

The Audience

The audience skews more well off: 81% are ABC1

The programme attracts a more male audience:

60%

81%

19%

ABC1

C2DE 7%

14%

16%

37%

26%

15-34

35-54

55-64

65-74

75+

60%

40%

male

female

The audience skews 65+: 63% are 65+

Listeners in this slot skew more male, older and more well off, than the average Radio 3 audience

Source: RAJAR Q4 2018 15+ (12 month weight)

Radio 3 average: 54%

male

Radio 3 average: 50%

aged 65+

Radio 3 average: 76%

ABC1

Slide 12

The 65+ audience accounts for the majority of the audience but reach has particularly fallen over the last year among this age group. Younger audiences (aged under 65) have also been nudging downwards in recent years

0

10

20

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40

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80

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

Q3

2017

Q4

2017

Q1

2018

Q2

2018

Q3

2018

Q4

2018

35-54s 55-64s 65+

Reach (000s) by age groups for Sun, 19:30-21:00

Source: RAJAR Q4 2018 15+ (12 month weight)

Slide 13

Listening by platform and

location

90% 7% 3%

Not surprising, given the Sunday evening time slot, the majority of listening is within the home (90%)

Source: RAJAR Q4 2018 15+ (12 month weight)

At Home In the Car At Work/Elsewhere

Slide 15

Listening in this timeslot is currently mainly split between analogue radio and DAB radio. However, some growth in listening via online devices

DAB

AM/FM

Online

2015: 51%

2018: 41%

2015: 30%

2018: 41%

2015: 5%

2018: 9%

Source: RAJAR Q4 2018 15+ (12 month weight)

Majority of online requests to Drama on 3 are driven by on- demand requests with c30k+ requests each month

Source: BBC AV Dax 3.0; UK only. Figures monthly

4 3

3

5

2 3 1 4

4

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10

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40

50

60

70

80

Tho

usa

nd

s

Live UK Requests

Catch up UK Requests

Live & Catch-up Drama on 3 iPlayer Requests

No episodes published due to

the Proms.

More episodes published

In 2018, the top requested episode was ‘The Shadow of Doubt’ with 31k requests followed by ‘Lady Windermere’s Fan’ with 29k requests and ‘The Effect’ with 18k requests. However, on average an episode gets c8k online requests– with c92% of those requests being on demand. So overall listening to a typical episode is still driven by live listening on a radio (ie 75k live listeners each week).

Slide 17