Alison Winter Helsinki 2015 FINAL - Finnpanel

36 Pages·2015·11.59 MB·English

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Alison Winter
Head of Audiences, BBC Radio & Music
It’s a good time for UK radio
50 48,4
47,6
42,77
40
30
20
10
0
9 9 0 0 1 1 2 2 3 3 4 4 5 5 6 6 7 7 8 8 9 9 0 0 1 1 2 2 3 3 4 4
9 9 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 1 1 1 1 1 1 1 1 1

1 3 1 3 1 3 1 3 1 3 1 3 1 3 1 3 1 3 1 3 1 3 1 3 1 3 1 3 1 3 1 3
Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q
Source: RAJAR Based on Adults 15+, 3 months
More worryingly, it appears that people no
longer “grow into radio”
15-24 25-34 35-44 45-54 55-64 65+
30

.

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27,2
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25,7 25,8
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24,5
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18 18,0
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15,5
14
2003 2013
Digital platforms show steady growth
Q4 13
Reach (%) Reach (m)
27.4
m
reach
51.2
%
reach
Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
07 07 07 08 08 08 08 09 09 09 09 10 10 10 10 11 11 11 11 12 12 12 12 13 13 13 13 14 14 14
Share (%) Weekly hours (m)
385
m
weekly hours
37.8
%
share
Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
07 07 07 08 08 08 08 09 09 09 09 10 10 10 10 11 11 11 11 12 12 12 12 13 13 13 13 14 14 14
Source: RAJAR Q3 2012
Smartphone ownership now
exceeds that of regular phones
“This is audiences trying to
“This is audiences trying to
remember. Surely they are not
remember. Surely they are not
accurate.
accurate.
Why can’t we do it like telly
Why can’t we do it like telly
with electronic devices that
with electronic devices that
measure actual viewing?”
measure actual viewing?”
Source: nVision / Future foundation.
Screens are ubiquitous
Radio 1 brand footprint
(avg week)
Share
Listen
Facebook fans
Audio downloads
xxx
Programme requests
xxx
xxxx x Facebook actions
Short form audio clips
x
Twitter Followers
Live listening
requests
xxxx Twitter actions
x
xxxx
Live ave. weekly
reach (10+)
18 11,725
SMS received
On-demand video clips
xx
xxx
Mobile UBs
xxxx
xxx
Computer UBs xxx
xxx YouTube subscribers
Ave. weekly xxx
Tablet UBs
YouTube views
website UBs
xxxx
Red Button Watch
Interact
Week 39 – Live Lounge
All figures in 000s and based on UK (except Facebook and Twitter which are based on entire world);
Slide 7
note that Radio 1 and 1Xtra charts are on different scales.
How research is informing a
future-facing strategy
11.. BBeedd ttoo BBeedd
A coming together of 3 data sources
Touchpoints
iStats
RAB/Sparkler Media
OUR ACTIVE
OUR ONLINE
and Mood data
DAY
DAY
OUR EMOTIONAL DAY
Slide 10