alison winter bbc bed to bed lokalrundfunktage 300615
TRANSCRIPT
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Bed to Bed
Alison Winter, Head of Audiences BBC Radio & Music and Digital
Tuning into your digital audience
across the day
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Age 15-19 Age 20- 24 Age 15-24
Average hours per listener Q3 2008
Average hours per listener Q3 2013
Loss per head (minutes) 159 143 171
19:05 18:03
Why do this?
Slide 2 RAJAR Q3 08 – Q3 13
17:00
15:24 14:37 16:14
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21.5
15.5
21.7
18.0
23.9
20.5
25.7
23.3
27.2
24.5
26.9 25.8
2003 2013
15-24 25-34 35-44 45-54 55-64 65+
Why do this?
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Source: RAJAR Q3 2012
Q2
07
Q3
07
Q4
07
Q1
08
Q2
08
Q3
08
Q4
08
Q1
09
Q2
09
Q3
09
Q4
09
Q1
10
Q2
10
Q3
10
Q4
10
Q1
11
Q2
11
Q3
11
Q4
11
Q1
12
Q2
12
Q3
12
Q4
12
Q1
13
Q2
13
Q3
13
Q4
13
Q1
14
Q2
14
Q3
14
Share (%) Weekly hours (m)
385m weekly hours
37.8% share
Q4 13
Q2
07
Q3
07
Q4
07
Q1
08
Q2
08
Q3
08
Q4
08
Q1
09
Q2
09
Q3
09
Q4
09
Q1
10
Q2
10
Q3
10
Q4
10
Q1
11
Q2
11
Q3
11
Q4
11
Q1
12
Q2
12
Q3
12
Q4
12
Q1
13
Q2
13
Q3
13
Q4
13
Q1
14
Q2
14
Q3
14
Reach (%) Reach (m) 27.4m reach
51.2% reach
Why do this?
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Source: average weekly unique browsers w/c 18th Nov 2012 (iStats) / average weekly reach – listening live (RAJAR Q3 2012 - adults)
2.3m 643k 134k
983k 483k
Why do this?
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Why do this?
“This is audiences trying to
remember. Surely they are not
accurate.
Why can’t we do it like telly with
electronic devices that measure
actual viewing?”
“This is audiences trying to
remember. Surely they are not
accurate.
Why can’t we do it like telly with
electronic devices that measure
actual viewing?”
Source: nVision / Future foundation.
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Why do this?
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xx million
20.4 million
Why do this?
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All figures in 000s and based on UK (except Facebook and Twitter which are based on entire world);
note that Radio 1 and 1Xtra charts are on different scales.
Why do this?
Live listening
requests
xxxx
xxx
x Short form audio clips
xxx
Ave. weekly website UBs
xxxx
xxxx
Mobile UBs
18
Red Button
xxx
xx On-demand video clips
xxxx
Facebook fans
x Facebook actions
xxxx
Twitter Followers
Twitter actions
Programme requests
SMS received
x
Live ave. weekly
reach (10+)
11,725
Audio downloads Listen Share
Watch Interact
xxx
xxx
YouTube views
YouTube subscribers xxx
xxx
Computer UBs
Tablet UBs
Week 39 – Live Lounge
Slide 9
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Touchpoints
OUR ACTIVE
DAY
A coming together of 3 data sources
Slide 10
iStats
OUR ONLINE
DAY
RAB/Sparkler Media
and Mood data
OUR EMOTIONAL DAY
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iSTATS
Slide 11
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Peak use of BBC Online reflects the weekly routine
Slide 12
Mon Tue Wed Thur Fri Sat Sun
06:00
07:00
08:00
09:00
10:00
11:00
12:00
13:00
14:00
15:00
16:00
17:00
18:00
19:00
20:00
21:00
22:00
23:00
1. Lunch break
2. Home time
3. Winding down
4. Weekend Sport
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The Radio audience uses different screens to access content at different ‘moments’ in the day
Slide 13
Computer Mobile Tablet Connected TV Mon Tue Wed Thurs Fri Sat Sun Mon Tue Wed Thurs Fri Sat Sun Mon Tue Wed Thurs Fri Sat Sun Mon Tue Wed Thurs Fri Sat Sun
06:00
07:00
08:00
09:00
10:00
11:00
12:00
13:00
14:00
15:00
16:00
17:00
18:00
19:00
20:00
21:00
22:00
23:00
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Bed to Bed allows us to drill down to a station level
Slide 14 Source: iStats DAX. Average weekly browsers, Jan-March 2013
Computer Mobile Tablet Mon Tue Wed Thurs Fri Sat Sun Mon Tue Wed Thurs Fri Sat Sun Mon Tue Wed Thurs Fri Sat Sun
06:00
07:00
08:00
09:00
10:00
11:00
12:00
13:00
14:00
15:00
16:00
17:00
18:00
19:00
20:00
21:00
22:00
23:00
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Different formats map to different times of the day/week
Slide 15
Live audio On – demand programmes On-demand audio clips On-demand video clips Mon Tue Wed Thurs Fri Sat Sun Mon Tue Wed Thurs Fri Sat Sun Mon Tue Wed Thurs Fri Sat Sun Mon Tue Wed Thurs Fri Sat Sun
06:00
07:00
08:00
09:00
10:00
11:00
12:00
13:00
14:00
15:00
16:00
17:00
18:00
19:00
20:00
21:00
22:00
23:00
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Live audio On – demand programmes On-demand audio clips On-demand video clips Mon Tue Wed Thurs Fri Sat Sun Mon Tue Wed Thurs Fri Sat Sun Mon Tue Wed Thurs Fri Sat Sun Mon Tue Wed Thurs Fri Sat Sun
06:00
07:00
08:00
09:00
10:00
11:00
12:00
13:00
14:00
15:00
16:00
17:00
18:00
19:00
20:00
21:00
22:00
23:00
6 Music, like Radio 1, inspires a Monday catch-up moment
Slide 16 Source: iStats AV. Total requests, Jan-March 2013
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Touchpoints
Slide 17
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Starting with the basics, during the week 16-24s wake later than those aged 65+
Slide 18 Source: Touchpoints 2012
06:00 24:00 08:00 23:00
0
10
20
30
40
50
60
70
80
90
100
Proportion awake (Mon-Fri)
16-24s 25-34s 35-44yrs 45-54yrs 55-64yrs 65yrs+
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Working 9-5 is still the norm
Slide 19
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
06:0
0
06:3
0
07:0
0
07
:30
08:0
0
08
:30
09:0
0
09:3
0
10:0
0
10:3
0
11:0
0
11:3
0
12:0
0
12:3
0
13:0
0
13:3
0
14
:00
14:3
0
15
:00
15:3
0
16:0
0
16:3
0
17:0
0
17:3
0
18:0
0
18:3
0
19:0
0
19:3
0
20:0
0
20
:30
21:0
0
21:3
0
22:0
0
22:3
0
Proportion of All Adults who are
at work on a typical weekday
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We’re social, but solitude is common. The older we get, the more likely we are to be on our own across the day.
Slide 20 Source: Touchpoints 2012
0
10
20
30
40
50
60
06:00-06:30 06:30-07:00 07:00-07:30 07:30-08:00 08:00-08:30 08:30-09:00 09:00-09:30 09:30-10:00 10:00-10:30 10:30-11:00 11:00-11:30 11:30-12:00 12:00-12:30 12:30-13:00 13:00-13:00 13:30-14:00 14:00-14:30 14:30-15:00 15:00-15:30 15:30-16:00 16:00-16:30 16:30-17:00 17:00-17:30 17:30-18:00 18:00-18:30 18:30-19:00 19:00-19:30 19:30-20:00 20:00-20:30 20:30-21:00 21:00-21:30 21:30-22:00 22:00-22:30 22:30-23:00 23:00-23:30 23:30-24:00
Proportion on their own (Mon-Fri)
35-44yrs 45-54yrs 55-64yrs 65yrs+
06:00 24:00
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Our Emotional Day
RAB/Sparkler Data
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Energy (all adults): Monday is a rollercoaster
Slide 22
0.0
0.5
1.0
1.5
2.0
2.5
Morning Daytime Drive-time Evening
Monday Tues - Thurs Friday Saturday Sunday
Av
e. sc
ore
/5
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Happiness (18-34s): Friday daytime is a high
Slide 23
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
Morning Daytime Drive-time Evening
Monday Tues - Thurs Friday Saturday Sunday
Av
e. sc
ore
/5
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Attention (35+): Monday afternoon again …
Slide 24
0.0
0.5
1.0
1.5
2.0
2.5
Morning Daytime Drive-time Evening
Monday Tues - Thurs Friday Saturday Sunday
Av
e. sc
ore
/5
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Slide 25
Bed to Bed: Bringing it all together
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Slide 26
An on air approach to ‘programming’ online
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Moments to explore/Thought-starters
Slide 27
1. Morning mobile
2. 9-5 live PC listen
3. Monday Catch-up Moment
4. Sunday On-demand Moment
5. We treat Friday differently; what about Monday?
Weekday waking up – a mobile
moment
Workplace listening– a computer moment
Sunday – an on demand (tablet)
moment
Monday – a catch-up
(computer) moment
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Bed to Bed
Alison Winter, Head of Audiences BBC Radio & Music and Digital
Tuning into your digital audience
across the day