Jazz on 3 Audience research

Report
Jazz on Radio 3
Laura Bijelic
Senior Research Executive
A & M Audiences
1
In Q4 11 the weekly reach of the new Jazz on 3 slot (23.00 –
24.30) on Radio 3 was:
71,000*
This is up on last quarter’s
reach (61,000)
* 3 month weight – small base size so use figure with caution. This is 86,000
on a 12 month weight ( However J on 3 timeslot changed in Q4 2011).
2
The Jazz on 3 audience is much more male than Radio 3 as a
whole, though it is still upmarket and has a similar age profile
Gender:
68% male
32% female
(R3: 56% male
44% female)
Age:
Average age 57
(R3: average age 58)
72% ABC1, 28% C2DE
(R2: 78% ABC1, 22% C2DE)
Source: RAJAR, Q4
Q3 11
3
Audience comments about Jazz on 3
I was pleased they were trying
to improve the quality of this
programme, and it was a clear
improvement, there was none
of the usual stumbling along,
these players were skillful and
imaginative.
I think it's a
good idea to
bring in
performances
from outside
Great Britain.
Nice to hear some
challenging Jazz
on the radio
This was wonderful. Modern jazz as I have
never heard it before. An unknown Polish
band playing unheard compositions and all
of it good. More please.
A bit to modern ad
avant garde for me I listened as best I
could to some of it.
This was high quality music
performed well, after so much
sketchy, clumsy jazz on Radio
3, this was a pleasant surprise.
This is well-constructed
jazz by musicians who
have a feel for phrasing,
intonation, and tone.
It's good that Radio 3
sticks with British Jazz
through thick and thin.
It's a programme I only recently
discovered, it was great to hear
avant garde/mordern Jazz on the
radio, which I really enjoy, since
the demise of Jazz FM as an
analogue radio station.
I'm really starting to enjoy this programme as
it is developing my knowledge of the form
4
In Q4 11 the weekly reach of Jazz overall on Radio 3 was:
282,000
This is slightly down on the
previous quarter’s reach of
287,000 (-2%)
Source: RAJAR, Q4 11
5
The reach of Jazz overall on Radio 3 is driven by Jazz Record
Requests; since Jazz Library changed timeslot the programme
has gone from a reach of 144,000 to 23,000. Jazz on 3 is now
the second biggest jazz programme on the network overall.
282,000
Jazz Record Requests
182,000
Jazz on 3
71,000
Source: RAJAR, Q4 11
Jazz Line up
51,000
Jazz Library
23,000
6
In 2011 AI’s for Radio 3’s jazz output were high. Jazz Record
Requests got the highest AI scores and iPlayer requests
In 2011 the average AI
for all jazz programmes:
85
Jazz Record Requests
88
Jazz Library
84
Jazz on 3
83
 On BBC iPlayer Jazz
Record Requests had
167,537 UK requests in
2011.
Source: BBC Pulse, BBC iStats 2011
 On BBC iPlayer Jazz
Library had 115,253 UK
requests in 2011.
 On BBC iPlayer Jazz on 3
had 100,243 UK requests
in 2011.
Jazz Line up
82
 On BBC iPlayer Jazz Line
Up had 72,212 UK
requests in 2011.
30
52%
20
10
0
60%
4.9
18.1
40%
36%
20%
10%
0%
All goers - Jazz
concerts/performances
"Music is an important part "I am interested in the Arts"
of my life"
Audience (millions)
Audience (millions)
21.6
43%
5.3
11%
4.8
1.8 4%
"I specially choose "I only listen to
to listen to
jazz/blues because
jazz/blues on the someone else likes
radio"
it"
10%
"I listen to
jazz/blues when
there is nothing
better on"
Audience (millions)
Source: TGI Q3 2011 (Base: All Adults)

4.9m (10%) of the population go to
jazz concerts/performances.

26m (52%) of the population stated
that music was an important part of
their lives.

Over a third (36%) of the population
are interested in the Arts.

5.3m (11%) of the population specially
choose to listen to jazz/blues on the
radio.

43% of the population do not listen to
jazz/blues on the radio.
Audience (%)
All Adults
20
15
10
5
0
Audience (%)
All Adults
26.1
"I don't listen to
jazz/blues on the
radio"
Audience (%)
50%
40%
30%
20%
10%
0%
Audience (%)
Audience (millions)
Around 10% (5m) of the population are interested in jazz;
attending concerts or listening to jazz on the radio.
Like Radio 3, Jazz listeners in the population are more likely to be
male. However jazz on Radio 3 skews much older.

A higher percentage of men
(60%) specially listen to jazz on
the radio than women (40%).

Age is evenly split between ages
15-24 and 25-34 and slightly
higher for the older age groups.

Almost 70% of the audience who
specially listen to jazz on the
radio are ABC1.

The split between men and
women who go to jazz concerts
is nearer to 50:50 compared to
those who specially listen to jazz.

A higher percentage of the ABC1
socio-economic group frequent
jazz concerts (76%) than listen
to jazz on the radio (69%).
Source: TGI Q3 2011 (Base: All those who specially listen to jazz/blues on radio & All goers to jazz concerts/performances)
Audience (millions)
1
0.8
0.6
Radio 3 Audience
0.9
35%
0.4
0.2
5%
0.1
0.9
40%
35%
30%
0.4
20%
15%
10%
0
0%
"I specially choose "I only listen to
"I listen to
to listen to
jazz/blues because jazz/blues when
jazz/blues on the someone else likes there's nothing
radio"
it"
better on"
Audience (millions)
Audience (%)
Radio 3 has the highest percentage of ‘Jazz interested’ listeners
compared to the other BBC radio stations.
"I don't listen to
jazz/blues on the
radio"
 35% of the Radio 3 audience specially choose to
listen to jazz/blues on the radio – the highest
percentage of all BBC stations.
 0.9m (35%) of the Radio 3 audience do not listen
to jazz/blues on the radio – Radio 3 has an even
split of those who listen / do not listen.
Audience (%)
2
1.5
1
0.5
1.7
1.8
80%
67%
71%
60%
0.8
40%
31%
20%
0
0%
Go to Jazz
"Music is an important
concerts/performances
part of my life"
Audience (millions)
Source: TGI Q3 2011 (Base: All Adults)
Audience (%)
Audience (millions)
Radio 3 Audience
 Almost a third (31%) of the Radio 3 audience go
to jazz concerts /performances – the highest
percentage of all the BBC Radio stations.
 Over 70% of the Radio 3 audience are interested
in the Arts.
"I am interested in the
Arts"
Audience (%)
10
Summary
Jazz on 3 is doing well; it is the second most listened-to jazz programme on
the network.
However there is scope to improve the AI of the programme – although it
gets an acceptable 83, other jazz programmes on Radio 3 score higher.
Some listeners can find it a difficult listen or not for beginners, which may
explain this.
There may be an opportunity to increase listening; although the timeslot
may naturally prohibit live listening there is an opportunity around catch-up.
There are many more people in the population (and listening to Radio 3)
who are interested in jazz that the programme could look to pull in.
11
12

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