Audience
Categorisation
Audiences catergorised/measured by RAJAR (Radio Joint Audience Research) UK. Jointly owned by the BBC and Radiocentre on behalf of the commercial sector. Subscriptions for the full service are expensive.
The BBC aims to reflect a diverse young audience for Radio 1; its Service License 2016 says it should be: reflecting and representing the whole UK population.
BBC Radio 1 should play a part in this purpose amongst its audience, particularly focusing on the diversity of young people in the UK today. Its presenter line-up, music and content should reflect the audience it is targeting.
The station should host several live events each year which connect the station directly with listeners that are not served by other areas of the media, particularly in ethnic minorities. These events should reflect the diverse range of music enjoyed by different cultures across the UK. Radio 1 should contribute to BBC Radio’s commitment to ensure that at least one third of relevant expenditure is incurred outside the M25 area.
The BBC aims to reflect a diverse young audience for Radio 1; its Service License 2016 says it should be: reflecting and representing the whole UK population.
BBC Radio 1 should play a part in this purpose amongst its audience, particularly focusing on the diversity of young people in the UK today. Its presenter line-up, music and content should reflect the audience it is targeting.
The station should host several live events each year which connect the station directly with listeners that are not served by other areas of the media, particularly in ethnic minorities. These events should reflect the diverse range of music enjoyed by different cultures across the UK. Radio 1 should contribute to BBC Radio’s commitment to ensure that at least one third of relevant expenditure is incurred outside the M25 area.
RQIV Framework:
Reach: Extent to which BBC services are used
Quality: Measured in terms of audience perception aspects
Impact: Extent to which context delivers the BBC's pulic purposes, can be found out through audience research and public consultation.
Value for money: Consideration of performance alongside cost to provide a perspective on cost-effectiveness.
Diverse young audience, representing the whole UK population. Focusing on the diversity of young people. Its pesenter, line up, music and content should reflect the audience it is targeting. They try to make sure events draw in another sector of the audience e.g. ethnic minorities.
Reach
- 9/10 adults in the UK listen to the radio each week.
- Reach is increasing
- 67% listen to Radio 1
- 3% decrease in 25-34yo listeners
- Richer abc1 demographic are more likely to listen to the radio
- More men listen to Radio 1 than women
- 1.6% listener increase from 2010 to 2014
- Wales listening increased
- Losing younger listeners, gaining older
- 15-29 dropped by 3% in 4 years
- BAME (Black, Asian, Minority, Ethnic) listening increased
- Median age of listeners: 30
Reaching audiences
People aged between 15-24 listened to just over 14 hours of radio per week last year - seven hours less than the average adult, and 15% less than they did a decade earlier, according to broadcasting regulator Ofcom. Radio 1 is suffering because its core audience is turning away from live radio. This is largely thanks to the arrival of streaming services.
The Breakfast Show has been losing audience numbers year-on-year since Grimshaw took over (see above) but Grimshaw was brought in especially to develop larger audiences in its target range of 15-29 and shed the over 30s Targeting Specific Audiences. Radio 1’s controller Ben Cooper has argued that the station should not be judged solely on RAJAR figures. ‘Radio 1 is evolving with its young audiences as we live through changing times for traditional radio, so it’s particularly gratifying to see that in addition to around 10 million listeners, we have seen record figures for Radio 1 videos on Facebook with 80 million monthly views, and 1.4 billion total views on Radio 1’s YouTube channel. You can't judge Radio 1 on RAJAR figures alone – just as you can't judge a newspaper solely on physical sales – you have to take into account our digital innovations as well. I’m pleased that Grimmy is doing what I’ve asked of him by keeping his young audience happy and scaring off the over-30s.’ 90% of the dip in Grimshaw's figures were from losing the over-30s.
Audience Interaction
Radio's 1 remit is to entertain young listeners with a distinctive mix of contemporary music and speech. Target Audience: 15-29 year olds.
It should offer:
- A range of new music
- Support emerging artists, especially those from the UK
- Provide a live music platform
- news, documentaries, and advice campaigns and should cover areas of relevance to young adults
- broadcast at least 40 new documentaries each year
- offer at least 2 major social action campaigns across daytime and online each year, together with a number of other initiatives.
They often have the audience on the phone who choose what tracks get played and encourage them to think they are producing a segment (10min takeover).
'Mates round the table' collective presentation style and mode of address.
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