Alison winter bbc bed to bed lokalrundfunktage 300615
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Bed to Bed lison Winter, Head of Audiences BC Radio & Music and Digital uning into your digital audience across the day
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Transcript of Alison winter bbc bed to bed lokalrundfunktage 300615
Bed to Bed
Alison Winter, Head of AudiencesBBC Radio & Music and Digital
Tuning into your digital audience
across the day
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42.77
48.4 47.8
Source: RAJAR Based on Adults 15+, 3 months
At a top-level, the picture is healthy for UK radio
Age 15-19 Age 20- 24 Age 15-24
Average hours per listener Q1 2005
Average hours per listener Q1 2015
Loss per listener (minutes) 328 245 295
20:2719:5
4
But under the surface …
RAJAR Q105-Q115, 3 mths
19:23
14:59
13:52
16:02
15-24s
2%
14% 1%
40%
24%
6%
1%13%
Listen Again
On Demand music services (e.g. Spotify)
Podcasts
Live Radio
Digital Tracks
CDs
Cassettes
Music - YouTube
1% 5%2%
71%
11%
7%
1% 4%
All Adults (15+)
A shifting “Share of Ear”
RAJAR MIDAS+ Wave 5, Nov 14
2005 2015
20.6
14.9
22.1
17.7
23.6
20.6
25.6
23.3
27.2
24.5
26.225.3
15-24 25-34 35-44 45-54 55-64 65+
Is it a “structural” shift we’re seeing?
RAJAR Q105-Q115, 12 mths
The Smartphone Revolution
“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.
Reimagining radio for a screen
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.
Our response, so far
Live listening requests
xxxx
xxx
xShort 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 downloadsListen Share
WatchInteract
xxx
xxx
YouTube views
YouTube subscribersxxx
xxx
Computer UBs
Tablet UBs
Week 39 – Live Lounge
Slide 8
Touchpoints OUR ACTIVE
DAY
Bed to Bed: A coming together of 3 data sources
iStatsOUR ONLINE
DAY
RAB/Sparkler Media and Mood data
OUR EMOTIONAL DAY
iSTATS
Slide 10
Peak use of BBC Online reflects the weekly routine
Mon Tue Wed Thur Fri Sat Sun06:0007:0008:0009:0010:0011:0012:0013:0014:0015:0016:0017:0018:0019:0020:0021:0022:0023:00
1. Lunch break
2. Home time
3. Winding down
4. Weekend Sport
The Radio audience uses different screens to access content at different ‘moments’ in the day
Computer Mobile Tablet Connected TVMon 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
Bed to Bed allows us to drill down to a station level
Source: iStats DAX. Average weekly browsers, Jan-March 2013
Computer Mobile TabletMon 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
Different formats map to different times of the day/week
Live audio On – demand programmes On-demand audio clips On-demand video clipsMon 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
Live audio On – demand programmes On-demand audio clips On-demand video clipsMon 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
Source: iStats AV. Total requests, Jan-March 2013
Touchpoints
Starting with the basics, during the week 16-24s wake later than those aged 65+
Source: Touchpoints 2012
06:00 24:0008:00 23:00
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
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+
Working 9-5 is still the norm
6:00
6:30
7:00
7:30
8:00
8:30
9:00
9:30
10:00
10:30
11:00
11:30
12:00
12:30
13:00
13:30
14:00
14:30
15:00
15:30
16:00
16:30
17:00
17:30
18:00
18:30
19:00
19:30
20:00
20:30
21:00
21:30
22:00
22:30
23:00
23:30
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
Proportion of All Adults who are at work on a typical
weekday
We’re social, but solitude is common. The older we get, the more likely we are to be on our own across the day.
Source: Touchpoints 2012
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
0
10
20
30
40
50
60 Proportion on their own (Mon-Fri)
35-44yrs 45-54yrs 55-64yrs 65yrs+
06:00 24:00
Our Emotional Day
RAB/Sparkler Data
Energy (all adults): Monday is a rollercoaster
Morning Daytime Drive-time Evening0.0
0.5
1.0
1.5
2.0
2.5
Monday Tues - Thurs Friday Saturday Sunday
Ave.
score
/5
Happiness (18-34s): Friday daytime is a high
Morning Daytime Drive-time Evening0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
Monday Tues - Thurs Friday Saturday Sunday
Ave.
score
/5
Attention (35+): Monday afternoon again …
Morning Daytime Drive-time Evening0.0
0.5
1.0
1.5
2.0
2.5
Monday Tues - Thurs Friday Saturday Sunday
Ave.
score
/5
Bed to Bed: Bringing it all together
Slide 25
An on air approach to ‘programming’ online
Moments to explore/Thought-starters
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
Bed to Bed
Alison Winter, Head of AudiencesBBC Radio & Music and Digital
Tuning into your digital audience
across the day
