bbc radio 4 · bbc radio 4 book at bedtime: mon-fri , ... but is still below the radio 4 average....

BBC Radio 4 Book at Bedtime: Mon-Fri , 22.45-23.00

Summary Points

• Book at Bedtime reach has been fairly steady over time while

the programme’s share tends to fluctuate more. The most

recent quarter brought in an audience of 1.2m/19.7% share.

• Audience appreciation has increased across the year to 77

but is still below the Radio 4 average.

• The programme has gradually lost younger listeners across

the years and skews older and more female than the Radio 4 average.

• Almost half of all listening to the programme is now done

digitally (DAB: 34.9%/ Online: 9.8%)

Slide 2

Av. Hrs per listener:

00:34

Share of listening:

20%

Weekly Reach (000’s):

1,212

Proportion who

also listen to: The World Tonight Mon-Fri 22.00-

22.45: 88% Various Mon-Fri 23.00-23.30: 74%

Today in Parliament Mon-Fri

23.30-24.00: 54%

Proportion who

listen every day:

12%

AI average:

77

Highest day of

reach:

Wednesday

(602)

Slide 3

SN

AP

SH

OT

– B

oo

k a

t B

ed

tim

e: M

on

-Fri , 2

2.4

5-2

3.0

0

Source: RAJAR Q1 2017 15+/Pulse

Average age:

63 Proportion target

audience:

(35-54 ABC1) : 14%

37% 63%

Live radio listening

performance &

appreciation

18

.9

18

.4

21

.0

19

.1

18

.4

18

.1

18

.1

19

.7

16.5

17

17.5

18

18.5

19

19.5

20

20.5

21

21.5

Q2 15 Q3 15 Q4 15 Q1 16 Q2 16 Q3 16 Q4 16 Q1 17

1,264 1,209 1,213

1,131 1,185 1,218

1,171 1,212

105011001150120012501300

0

0.5

1

1.5

Share % Reach (000s)

Slide 5

Reach has remained fairly steady since the start of 2016

with the most recent quarter bringing in 1.2m/19.7% share

Source: RAJAR Q1 2017 15+

Source: Pulse Panel

75

77

80 81

2015 2016

Book at Bedtime

Radio 4 Average

The show’s appreciation (AI) falls below the

Radio 4 average but has seen a +2pt increase in

the last year to 77 Appreciation Index

00:34 00:31 00:32

00:36 00:34

00:26 00:29

00:36

Adults 15+ 15-34 35-54 55+

Q1 16 Q1 17

Slide 7

While time spent per listener is stable for the total

audience, there has been a -5 minute decline

among 15-34s in the last year

Ave. hours per listener


0

200

400

600

800

1000

1200

1400

22:15 22:30 22:45 23:00 23:15

Q1 2016

Q4 2016

Q1 2017

In Q1 17 audiences dropped off slightly towards

the end of the programme

Slide 8

Reach (000s) Book at Bedtime Mon-Fri , 22.45-23.00


The Audience

The audience skews more well off: 70% are ABC1

Radio 4 Average: 74.6% ABC1

The programme attracts a more female audience:

62%

Radio 4 Average: Male: 51.1%, Female: 48.9%

70%

30%

ABC1

C2DE 2%

4%

7%

13%

24%

50%

15-24 25-34 35-44

45-54

55-64

65+ 38%

62%

male

female

The audience skews 65+: 50% are 65+

Radio 4 Average: 36.5% aged 65+

The audience to Book at Bedtime is more female (62%) and older (50% are 65+) than the R4 average


Reach to the 55+ audience sees a marginal

upward trend over time while reach amongst

35-54s has gradually fallen

50 200

921

0

200

400

600

800

1000

1200

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

Q1

2017

15-34 35-54s 55+ Linear (35-54s) Linear (55+)

Reach (000s) by age groups for Book at Bedtime Mon-Fri , 22.45-23.00


Listening by platform and

location

94% 4% 2%

The majority of people’s time is spent listening

at home (94%)


0

200

400

600

800

1000

1200

1400

22:15 22:30 22:45 23:00 23:15

At Home

In A Car/Van/Lorry

At Work/Elsewhere

At home listening is strongest during the first part

of the programme

Slide 14

Reach (000s) Book at Bedtime Mon-Fri , 22.45-23.00


There have been large increases in DAB and Online

listening, now accounting for almost half of listening

DAB

AM/FM

Online

2014: 61%

2017: 53.7%

2014: 28.4%

2017: 34.9%

2014: 3.4%

2017: 9.8%


bbc radio 4 · bbc radio 4 book at bedtime: mon-fri , ... but is still below the radio 4 average....

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