Sales of DAB digital Radios top five million…
Digital Radio Development BoardUpdate, 14th June 2007
BBC National Radio Stations
and…
Total awareness Digital Radio (Prompted with DAB logos)
67.0%65.8%64.7%64.9%66.4%63.0%63.3%
60.6%62.9%61.4%
58.6%55.2%
54.4%
47.1%44.1%
41.3%39.8%38.3%
Q4 02* Q1 03 Q2 03 Q3 03 Q4 03 Q1 04 Q2 04 Q3 04 Q4 04 Q1 05 Q2 05 Q3 05 Q4 05 Q1 06 Q2 06 Q3 06 Q4 06 Q1 07
Source: PBTS/Brand Tracker; *2 months only
Top 12 marketing campaign in December
Awareness of DAB digital radio has now increased to 67%, +1.2ppts on last quarter.
Top 40 marketing campaign in December
4,7254,615
2,961
1,532
547163
4,826
0
1,000
2,000
3,000
4,000
5,000
Up
to D
ec 0
2
Jan-
03
Feb
/Mar
03
Apr
/May
03
Jun/
Jul 0
3
Aug
/Sep
03
Oct
/Nov
03
Dec
03/J
an 0
4
Feb
/Mar
04
Apr
/May
04
Jun/
Jul 0
4
Aug
/Sep
04
Oct
/Nov
04
Dec
04/
Jan
05
Feb
/Mar
05
Apr
/May
05
Jun/
Jul 0
5
Aug
/Sep
05
Oct
/Nov
05
Dec
-05
Jan-
06
Feb
-06
Mar
-06
Apr
-06
May
-06
Jun-
06
Jul-0
6
Aug
-06
Sep
-06
Oct
-06
Nov
-06
Dec
-06
Jan-
07
Feb
-07
Mar
-07
Apr
-07
To
tal s
old
to
da
te (
00
0s
)
Source: GfK
Sales of DAB Digital Radio
DAB radio sales rose to 4.9m at the end of April 2007, 1.8m DAB radio’s were sold in the last year.
DAB sales volume grew by 16%, whilst analogue sales have slumped by 21% (y-o-y volume sales April).
*May 07 DRDB update
4,917
Source: RAJAR, Q1 20076-month weight, based on BBC Local Radio transmission
areas; DAB Digital Radio is not currently available in the Channel Islands
DAB in UK households: Summary of regional performance (relative to UK average)
DAB in UK households: Summary of regional performance (relative to UK average)
• 18% of adults in the UK have a DAB set in their home.
• DAB is most prominent in south east English households.
• Many of the ‘red’ areas are below average in large part owing to lack of reception. For instance, there are no National Commercial services on DAB in Northern Ireland, whilst much of Wales away from the main population centres has no DAB coverage.
Top 3 areas:-
• Southern Counties (Surrey/Sussex) (25.4%)
• Berkshire (25.3%)
• Wiltshire (24.3%)
Bottom 3 areas:-
• N Ireland (5.3%)• Cumbria (6.8%)• Wales (12.3%)
Medium (Index 85-110 of the average reach)
High (Index>110)
Low (Index < 85)
London 22.2%
Leeds/Bradford15.7%
WM17.2%
Scotland13.8%
Manchester 17.0%Merseyside 20.1%
6
• 28.7m adults (58%) now either own a DAB Digital Radio or listen to the radio via Digital TV or the Internet. This is an increase of 3.3m, compared with this time last year.
• 9.7m adults now claim to own a DAB set (20%), 3 million more than last year. DAB sales also climbed up to 4.9m by the end of April 2007.
• 12.1m adults say they sometimes listen online. This is a 5.6 million increase in 4 years.
• Over 20 million adults now claim to have listened to the radio via the television – 2 million more than a year ago. 54% (11.2m) of them use TV at least once a week for Radio.
• Ownership of portable MP players now stands at 13.6m (27%) an increase of 1.7 million on last quarter. The average age of an MP3 Player owner is 35.
• A rise of half million this quarter for those who use their myp3 player to listen to podcasts, which now stands at 2.5 million adults (5%). That’s 18.4% of MP3 owners. The average age remain at 30 years.
• The competition for share of voice across the different platforms is becoming intense. It is too early to tell which will increase or decrease or which have found a level.
Summary
7Source: RAJAR, Q2 07
BBC Radio 1Xtra
Weekly Reach (000’s)
% Share of all 1Xtra Listening by Platform
BBC Radio 1Xtra weekly total reach for Q2 is 473,000. DTV is the key digital platform for 1Xtra. 1Xtra % share is higher on DTV
than on DAB and almost as high online as DAB..
473
115162
47
0
200
400
600
ANY DIGITAL DAB Digital TV Internet
42.4%
25.5%
27.2% 5.0%
0.2
0.9
2.5
0.8
0
2
4
All DAB DTV Internet
% Share on each Platform
1.7%
21.1%
2.6%
7%
1.5%
66.1%
AM/FM
DAB Digital Radio
DTV
Internet
Unspecified- All
Unspecified- Digital only
% Share of all Radio Listening by Platform
8Source: RAJAR, Q2 07
BBC Radio 5 Live Sports Extra
Weekly Reach (000’s)
% Share of all Sports Extra Listening by Platform
Radio 5 Live Sports Extra weekly total reach for Q2 is 866,000. DAB Digital Radio is the leading digital platform for 5 Live Sports Extra but DTV and Online .
866
176 194
70
0
200
400
600
800
ANY DIGITAL DAB Digital TV Internet
48.8%
26.9%
19.6%
4.6%
0.3
1.1
2.1
0.8
0
2
4
All DAB DTV Internet
% Share on each Platform
1.7%
21.1%
2.6%
7%
1.5%
66.1%
AM/FM
DAB Digital Radio
DTV
Internet
Unspecified- All
Unspecified- Digital only
% Share of all Radio Listening by Platform
9Source: RAJAR, Q2 07
BBC Radio 6 Music
Weekly Reach (000’s)
% Share of all 6 Music Listening by Platform
BBC 6 Music weekly total reach for Q2 is 471,000. DAB Digital Radio is the key digital platform for 6 Music. DTV and Internet still significant.
471
235
100 81
0
200
400
600
ANY DIGITAL DAB Digital TV Internet
30.6%
50.2%
6.9%
12.3%
0.3
2.0
0.8
2.3
0
2
4
All DAB DTV Internet
% Share on each Platform
1.7%
21.1%
2.6%
7%
1.5%
66.1%
AM/FM
DAB Digital Radio
DTV
Internet
Unspecified- All
Unspecified- Digital only
% Share of all Radio Listening by Platform
10Source: RAJAR, Q2 07
BBC Radio 7
Weekly Reach (000’s)
% Share of all BBC 7 Listening by Platform
BBC Radio 7 weekly total reach for Q2 is 738,000. BBC7 biggest DAB audience of the Digital Stations and the oldest demographic
738
394
166111
0
200
400
600
800
ANY DIGITAL DAB Digital TV Internet
32%
45.5%
12.1%
10.3%
0.4
2.5
1.8
2.6
0
2
4
All DAB DTV Internet
% Share on each Platform
1.7%
21.1%
2.6%
7%
1.5%
66.1%
AM/FM
DAB Digital Radio
DTV
Internet
Unspecified- All
Unspecified- Digital only
% Share of all Radio Listening by Platform
11Source: RAJAR, Q2 07
DAB Digital Radio Listening
1587 1541
959 892
394245 235 176 115 48
0200400600800
1000120014001600
Rad
io 4
Rad
io 2
5 LI
VE
Rad
io 1
BBC7
Rad
io 3
6 M
usic
5 LI
VE
SPO
RTS
EXTR
A 1Xtr
a
Asi
an N
etw
ork
Weekly Reach (000’s)
DAB Listening Hrs- % Share By Station Groups
Radio 4 and Radio 2 account for more than half of BBC DAB listening, not surprising when the age profile for this platform is skewed to mature audiences.
BBC Radio share of listening on DAB (60%) is higher than its overall radio share (54%).
10.2m now claim to own a DAB Digital Radio in their home ( 20.3%).
8.8% 9.7%
28.3%
2.5%
25.5%
12.6%
1.4%
4.2%
3.4%
1.8%
Asian Network , 0.3
1.8%
5.3%
17.3%
21.5%
54.8%
National Commercial Local Commercial
BBC Network BBC Local Other
Radio 1
Radio 2
Radio 3
Radio 4
Radio 5 LIVE
5 LIVE SPORTS
EXTRA
6 Music
1Xtra
BBC7
Asian Network
BBC Local Radio
BBC DAB Listening Hrs- % Share By Station
12
% Profile of Weekly radio listeners via Mobile
49 51
34 37
29
44
5347
61
27
12
33
Men Women 15-34 35-54 Over 55 Ave Age
Mobile Phone Owners Listen via Mobile Phone
• According to RAJAR, 75% of the adult population own a mobile phone (37 million) and nearly 2 million of them claim to listen to the radio via a mobile phone at least once a week.
• The average age of someone who regularly listens to the radio via their mobile phone is 33 (compared to 44 for mobile phone owners overall). 61% of those that regularly listen to the radio via their mobile are under the age of 35.
Profile of mobile phone owners and those that listen via their phones
Source: RAJAR, Q1 07
% Adults (15+) ever listen to radio via mobile phone
1.8%2.0%
2.4%
3.2%
3.7%4.0%
4.5% 4.6%
5.2% 5.1%
5.8% 5.7%6.1%
6.3% 6.4%
7.0% 7.1%
7.8%8.0%
8.9%
Q3 20
02
Q4 20
02
Q1 20
03
Q2 20
03
Q3 20
03
Q4 20
03
Q1 20
04
Q2 20
04
Q3 20
04
Q4 20
04
Q1 20
05
Q2 20
05
Q3 20
05
Q4 20
05
Q1 20
06
Q2 20
06
Q3 20
06
Q4 20
06
Q1 20
07
Q2 20
07
The number of mobile phone owners (aged 15+) who claim to have listened to the radio via a mobile phone has risen 27% year on year to 8.9%.
Over a quarter of 15-24-year-old mobile phone owners (1.8 million) say they have listened to the radio in this way, a rise of 25% year on year. (21.7% in Q2, 2006 vs 27.2% in Q2 07).
Source: RAJAR, Q2 07
DAB Digital Radio: Who buys them?
• ¼ of the respondents who have heard of DAB, claimed to have either bought a DAB digital radio set for themselves or for their home;
– Male (55%)
– Upmarket (nearly half are AB)
– Majority are aged 45years+
A few questions were posted onto the Pulse to understand who buys DAB Digital Radios…
What Do they like about DAB Digital Radios?
Sound quality
Range/choice of stations
Accessing BBC7Ease of tuning
“The fact that I can access more stations than with a conventional radio, plus the reception quality is usually far better (aside
from the odd "burbling"!)” Female, 46 years old
Source: DAB Digital Radio, Pulse May 2006
What Do they dislike about DAB
Digital Radios?
Delay compared to analogue radio Cost of a DAB digital Radio Set
Reception
“Delayed by a second or so - very disconcerting when two radios are on in
the house, one DAB, one standard.”Male, 47 years old
Portable DAB’s- can ‘eat’ the batteries
Changes in volume when switching to other stations
DAB Digital Radio: Who doesn’t buy them?
• 61% of those who have heard of DAB, claimed they haven’t bought a DAB Digital Radio;
– Nearly even split of males versus females (51%: 49%)
– More mainstream (46% C1C2)
– 38% are aged 25-44 years
DAB Digital Radio: Features
• 69% who listen via a DAB digital Radio set have never recorded live radio via the set
• 63% who listen via a DAB digital Radio, have never paused/or rewound live radio
• Just over 3/4s said their DAB digital Radio set doesn’t play mp3’s via an SD Card slot
Price widely cited as the biggest barrier, especially amongst the younger focus groups
• DAB Radio: many still not aware/interested in current offer…
Total
I've never heard of DAB / don't know what it is 23%
I've heard of DAB radio but am not interested 22%
I'll be interested in DAB if the radios become cheaper 21%
I'm hoping to get a DAB radio soon 17%
I've already got a DAB radio 11%
% Agree
67
64
28
32
24
35
0 10 20 30 40 50 60 70
Advert on Radio
Advert on TV
DJ recommendations on radio
TV Programmes
Friends/relatives/colleagues
Hearing song on radio
% agreeing
How to people discover what music to buy?
Radio remains the main source for discovering new music
21
2.3
8.1
34.6 45.6
9.4
BBC Network BBC Local Local commercial National commercial Other
1.3
13.9
24.1 53.2
7.6
• BBC Radio is stronger in DAB owning homes than than non DAB homes.
• The analogue-only universe (those who have never listened to radio via DTV or the Internet, and do not own a DAB Digital Radio) is now 5.7m.
Share of listening
Source: RAJAR, Q1 07
BBC Radio Share by platform
Analogue only (don’t own DAB, never used
DTV or Net for Radio)(5.7m)
1.8
10.7
31.4
10.7
45.4
All adults 15+(49.8m)
DAB Set in Home(9.7m)
Market Share %
Total BBC = 56.0% Total BBC = 55.0% Total BBC = 60.8%
22
Market Share %
Share of listening
1.7
14.0
33.4
44.3
6.6
BBC Network BBC Local Local commercial National commercial Other
2.9
11.8
27.1 52.7
5.5
Weekly listeners via DTV(11.2m)
Weekly listeners via Internet(6.7m)
Total BBC = 50.9% Total BBC = 58.3%
• The number of weekly listeners via DTV has increased by a million, year on year.
• BBC stations have increased share in DTV homes to 50.9%. BBC share has also increased among listeners via the Internet to 58.3%( +5.7% points y.o.y)
• BBC Network Radio’s share of listening amongst people listening weekly via the Internet, more than matches the UK average.
BBC Radio Share by platform
All adults 15+(49.8m)
Source: RAJAR, Q1 07
1.8
10.7
31.445.4
10.7
Total BBC = 56.0%