Slide 1
BBC Radio 3 Sunday Feature: Sun, 18:45-19:30
Summary
• Sunday Feature has an audience of 94k live listeners each week in the latest
quarter, with a broadly stable audience around the 100k mark.
• The programme’s audience skews more female (56% vs. 44% for Radio 3), older
(66% aged 65+ vs. 47% for Radio 3) and more ABC1 (94% vs. 73%) than the
Radio 3 average.
• The audience appreciation tracks below the Radio 3 average but showed mild
uplift in 2016.
• The vast majority of live listening (90%) is done in home, with 10% in car.
• On-demand listening drives the online listening requests for the programme,
although request numbers aren’t significant.
Av. Hrs per listener:
00:33
Share of listening:
1.7%
Weekly Reach (000’s):
94
Proportion who
also listen to: Breakfast Mon-Fri 06.30-09.00: 44%
Words & Music Sun 17.30-18.45:
58%
Radio 3 in Concert Sun 19.30-
21.00: 60%
AI average:
76
Slide 3
SN
AP
SH
OT
– S
un
da
y F
ea
ture
: Su
n, 1
8:4
5-1
9:3
0
Source: RAJAR Q2 2017 15+/Pulse (latest quarter)
Average age:
65 Proportion target
audience:
(35-54 ABC1s): 10%
44% 56%
Slide 4
Live radio listening
performance &
appreciation
2.0
2.3
1.9
1.8
1.2
2.5
1.4
1.7
0
0.5
1
1.5
2
2.5
3
Q3 15 Q4 15 Q1 16 Q2 16 Q3 16 Q4 16 Q1 17 Q2 17
143 123 88 106 83
143 93 94
0
50
100
150
200
0
0.5
1
1.5
Share % Reach (000s)
Slide 5
Reach in 2017 has remained steady just below the 100k
mark while share moved up to a more healthy 1.7%
Source: RAJAR Q2 2017 15+
Source: Pulse Panel
75
76
82 82
2015 2016
Sunday Feature
Radio 3 Average
The show’s appreciation (AI) comes in below the
Radio 3 average, yet saw a marginal rise in 2016
Appreciation Index
00:33
00:28
00:35 00:33
00:30 00:32
Adults 15+ 35-54 55+
Q2 16 Q2 17
Slide 7
Average hours per listener stands at 33mins,
steady on the year and slightly higher for those
over 55
Ave. hours per listener
Source: RAJAR Q2 2017 15+
0
20
40
60
80
100
120
18:15 18:30 18:45 19:00 19:15 19:30 19:45
Q2 2016
Q1 2017
Q2 2017
Audience reach shifts only mildly downwards
throughout the programme
Slide 8
Reach (000s) Sunday Feature Sun, 18:45-19:30
Source: RAJAR Q2 2017 15+
Slide 9
The Audience
The audience skews
more well off:
94% are ABC1
The programme
attracts a more
female audience:
56% vs 44%
94%
6%
ABC1
C2DE
0%
9% 2%
8%
16% 66%
15-24 25-34 35-44
45-54
55-64
65+
44% 56%
male
female
The audience skews
65+:
66% are 65+
The audience is more female, older and well-off than the Radio 3 average
Source: RAJAR Q2 2017 15+
Radio 3 average
55% male
Radio 3 average
47% are 65+
Radio 3 average
73% ABC1
Two thirds of listeners are aged 65+, and an overwhelming 94% are ABC1
Slide 11
The audience is predominantly aged 55+ with
reach among 35-54s falling in the longer term
9
77
0
20
40
60
80
100
120
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
Q2
2017
35-54s 55+
Reach (000s) by age groups for Sunday Feature Sun, 18:45-19:30
Source: RAJAR Q2 2017 15+
Slide 12
Listening by platform and
location
90% 10% 0%
The Sunday evening slot sees the majority of
people reached at home (90%), with a tenth in
their cars
Source: RAJAR Q2 2017 15+
0
10
20
30
40
50
60
70
80
90
18:15 18:30 18:45 19:00 19:15 19:30 19:45
At Home
In A Car/Van/Lorry
At Work/Elsewhere
At home listening sees a minor downward shift
into second half of show
Slide 14
Reach (000s) Sunday Feature Sun, 18:45-19:30
Source: RAJAR Q2 2017 15+
Slide 15
DAB is now the dominant platform for listening to
the programme
DAB
AM/FM
Online
2014: 76.7%
2017: 39.1%
2014: 16.9%
2017: 59.3%
2014: 0%
2017: 0%
Source: RAJAR Q2 2017 15+
Slide 16
Online listening to the programme tends to be
driven by on-demand requests
Source: Comscore digital analytics /R&M Multiplatform; UK/ BBC iStats av; off-schedule included; UK only. Figures monthly
5 4 6
3 2 3 4 3 3 2 3 2
8
5
9
4 4
9
12
5 7
5 7 8
0
5
10
15
20
Tho
usa
nd
s
Catch-up UK Requests
Live UK Requests
Live & Catch-up: Sunday Feature slot iPlayer Requests
Slide 17