Slide 1

BBC 6 Music Sun, 16:00-18:00

Key take outs

Slide 2

o Reach and share have been stable over the last 2 years but both increased significantly in the last quarter (361k / 3.9% share).

o The show’s appreciation index (AI) is high at 84 and is on par with the station’s average (84).

o Time spent has nudged up on the Y, with some increase among both 15-34s and 35-54s.

o The audience is more male (55%) but less so than the network; is more 35-54 (62%) and closely matches the social grade (75% ABC1) of the station.

o Reach among 35-54s has gradually increased, with a significant spike in reach in the last quarter.

o Listening via a DAB Radio accounts for the majority of listening and has seen significant growth Y on Y, with a decrease in listening via online/apps.

Av. Hrs per listener:

01:13

Share of listening:

3.9%

Weekly Reach (000’s):

361k

Proportion who also listen to:

Various Sun 14.00-16.00: 59%

Now Playing @6 Music Sun 18.00-20.00: 50%

AI average:

84

Slide 3

SN

AP

SH

OT – : Su

n,

16

:00

-18

:00

Source: RAJAR Q1 2019 15+

Average age:

44 years Proportion target

audience:

(25-44): 48%

55% 45%

Slide 4

Live radio listening

performance &

appreciation

3.0

2.6

3.0

3.0

2.9

2.9

2.6

3.9

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

Q2 17 Q3 17 Q4 17 Q1 18 Q2 18 Q3 18 Q4 18 Q1 19

274 252 298 282 312 262 222

361

0

100

200

300

400

0

0.5

1

1.5

Share % Reach (000s)

Slide 5

Reach and share have been stable over the last 2 years but both increased significantly in the last quarter (361k / 3.9% share)

Source: RAJAR Q1 2019 15+

Slide 6

The show’s appreciation index (AI) is high at 84 and is on par with the station’s average (84)

Appreciation Index

82

84 83 84

2018 2019 to date Slot AI

6 Music Average

Source: Pulse Panel

01:10 01:03

01:10 01:17

01:13 01:09

01:14 01:16

Adults 15+ 15-34 35-54 55+

Q1 18 Q1 19

Slide 7

Time spent has nudged up on the Y, with some increase among both 15-34s and 35-54s

Ave. hours per listener

Source: RAJAR Q1 2019 15+

0

50

100

150

200

250

300

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

Q1 2018

Q4 2018

Q1 2019

Some decrease in reach in the last 45 minutes of the show in the most recent Q, but still remains up on the quarter and the year

Slide 8 Source: RAJAR Q1 2019 15+

Reach (000s) Sun, 16:00-18:00

Slide 9

The Audience

The audience skews

more well off:

75% are ABC1

The programme

attracts a more male

audience:

45% vs 54%

75%

25%

3%

17%

31% 31%

17%

2%

55% 45%

The audience skews

35-54:

62% are 35-54

The audience is more male (55%) but less so than the network; is more 35-54 (62%) and closely matches the social grade of the station

Source: RAJAR Q1 2019 15+

male female

15-24

25-34

35-44 45-54

55-64

65+

ABC1

C2DE

6 Music: 40/60 6 Music: 35-44: 28% 45-54: 28% 35-54: 56%

6 Music: 76% ABC1

Slide 11

Reach among 35-54s has gradually increased, with a significant spike in reach in the last quarter

118

72

204 222

66

0

50

100

150

200

250

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

Q3

2017

Q4

2017

Q1

2018

Q2

2018

Q3

2018

Q4

2018

Q1

2019

15-34 35-54s 55+

Source: RAJAR Q1 2019 15+

Reach (000s) by age groups Sun, 16:00-18:00

Slide 12

Listening by platform and

location

82% 13% 6%

The majority of listening occurs at home (82%)

Source: RAJAR Q1 2019 15+

0

50

100

150

200

250

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

At Home

In A Car/Van/Lorry

At Work/Elsewhere

In home reach remains stable across the first hour but a small decline in the 2nd hour. In-car drops off in the last half hour of the show

Slide 14 Source: RAJAR Q1 2019 15+

Reach (000s) Sun, 16:00-18:00

Slide 15

Listening via a DAB Radio accounts for the majority of listening and has seen significant growth Y on Y, with a decrease in listening via online/apps

DAB

Online

2016: 66.4%

2019: 81.2%

2016: 21.5%

2019: 15.5%

Source: RAJAR Q1 2019 15+

Slide 16

The majority of online requests for the slot are driven by live listening requests, with only a small number of on-demand requests

0

10,000

20,000

30,000

40,000

50,000

60,000

Mar-18 Apr-18 May-18 Jun-18 Jul-18 Aug-18 Sep-18 Oct-18 Nov-18 Dec-18 Jan-19 Feb-19

Catch-up UK Requests

Live UK Requests

Average

Source: ATI

Slide 17