RADIO 1 BREAKFAST SHOW - AUDIENCE

CATEGORISATION 

 Audiences are measured by RAJAR (radio joint audience research)

  • official company 
  • jointly owned by the BBC & Radio centre on behalf on the commercial 
  • services are expensive but are often available

RQIV framework is used as a basis for performance analysis

  • reach - extent to which BBC services are used by the audience 
  • quality - audience perception
  • impact - extent to which BBC content delivers the BBC's public purposes 
  • value for money - consideration of performance alongside cost 
  • weekly reach
  • hours per listener 
  • appreciation index 

BBC aims to reflect a young diverse audience (whole UK population)
  • presenter line-up
  • music 
  • content 
Connecting the station directly with listeners that are not served by other areas across the media, particularly ethnic minorities.

Reach 
  • 90% of adults listen to the radio every week
  • 67% of adults listen to BBC radio every week
  • ages 25-34 have declined in radio listeners (within radio 1's audience)
  • ABC1 demographic (riches of society) listen to more radio than the C2DE demographic (poorest of society)
  • listening figures have increased throughout the UK
  • the younger generations listen to the least amount of radio compared to older generations
  • ABC1 and C2DE demographics and whites have all decreased in listening figures, though BAME (black, Asian and ethnic minority) has increased in listeners - feel they are being represented on the radio platform 
  • age 30 is the median age of of Radio listeners


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More - 

http://downloads.bbc.co.uk/bbctrust/assets/files/pdf/our_work/music_radio/performance_analysis.pdf




 REACHING AUDIENCES

Ages 15-24 listened to just 14 hours of radio per week last year.
- 7 hours a week less than the average adult 
- 15% less than the same generation a decade earlier

Radio 1 is suffering due to its core audience turning away from live radio due to the available streaming services, hence this is the reasoning for the drop in listening figures.

 Due to social media being a major part of the target audience, many follow their chosen station on social media. 
- E.g. Radio 1's Youtube page has 3.5 million subscribers
- E.g. Radio 1's Facebook page has 2.55 million likes

 This above figures are all much greater compared to BBC Radio 2, though Radio 2 has much higher live listening figures, but Radio 1's reach is still higher due to viral content such as social media. 

Radio 1's Breakfast shows audience:

 This has been loosing audience figures since Grimshaw toke over, but this is due to him being brought in to help increase the volume of the audience within the 15-29 age group, and shedding the over-30's.
Hence this shedding of the over-30's is contributing to the decline in listening figures, though Radio 1 are simply marketing their show towards the intended demographic. 

 Ben Cooper is Radio 1's 'controller' and has said that the show shouldn't be judged purely on official figures, as they are living through the transition from traditional radio so they are catering for the new and young audience. As these low figures reflect young peoples social media habits. 

The way that people consume radio output isn't uniform now across different radio platforms...
https://www.nme.com/blogs/nme-blogs/mythbusting-radio-1-losing-500000-listeners-half-story-1971412#rUQ4dQ6d8DdTbAxR.99
https://www.nme.com/news/nick-grimshaws-radio-1-breakfast-show-ratings-fall-to-a-new-low-2073470#ttQpxzYz4Hd6Asjj.99




How does BBC Radio 1's website appeal to their audience? 

  • interactive
  • able to listen to previously played tracks 
  • information on the guests which have been involved in DJ's shows with added extras which weren't broadcasted live 
  • contemporary theme and aesthetic 
  • links to other BBC shows such as BBC Three which also appeals to a younger audience
  • links to 'mixes' and playlists which are suited to the target audience e.g. revision mix 

AUDIENCE INTERACTION 



Radio 1's remit is to entertain young listeners with a distinctive mix of contemporary music and speech, with it's target audience being 15-29 year olds, offering:
  • range of new music 
  • support emerging artists 
  • provide a platform for live music 
  • news, documentaries and advice campaigns should cover areas of relevance to young people 
  • broadcast at least 2 major action campaigns across day time and online each year, together with a number of other initiatives

Thursday 29th November Show -

Music 
  • upbeat tempo constantly in the background 
  • live music 
  • pop music (Jess Glyne / Ellie Goulding)
News 
  • brexit 
  • racist attack against a refugee at a school
  • university student death from alcohol poisoning 
  • rail stations not being accessible for the disabled 
  • football results 
  • boxing build-up 
  • weather update 
Reflection of audience 
  • guest - Joe Lycett (openly bisexual)
  • people moving house 
  • backpackers (university gap year)
  • 'gregular'
Interaction 
  • straight away references audience 'hello'
  • 10 minute take-over 
  • guessing a 'mystery guest'





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