How BBC radio 1 are reaching and targeting audiences.

How does the BBC Radio 1 Breakfast Show reach and target audiences and encourage audience participation?

(Specific to Radio 1 Breakfast Show)

·     78% think Radio 1 should produce content that is distinctive from commercial radio. ·      25% said that they associated the station with this programming for younger teenagers. ·      79% associate the artist Rihanna with Radio 1 ·      2 out of 5 Radio 1 listeners considers BBC Radio to play the most popular music. ·      48% of people listening to radio 1 during the day think it appeals to everyone, 39% think it has big name presenters. ·      Mainstream artists are expected to be played on Radio 1, more than any other station. ·      Radio 1 listeners want their presenters to be knowledgeable about music and intelligent ·      Over ¾ of Radio 1 listeners believe that the BBC budget should be used to produce content that is different to commercial radio (78%). ·      Radio 1 came 2nd when asked which radio station they had heard the most awareness of promotions and adverts-60% claimed they saw the advert between BBC TV shows. ·      Radio 1 listeners were asked which radio station they associated with particular events-Radio 1 achieved a significant over claim on other station’s events, eg. 33% thought Capital Radio’s Summer Time Ball was a Radio 1 event. ·      In November 2015, Radio 1 aims to ensure it integrates online video alongside its radio output in order to engage with the younger generation. ·      By tracking what the audience is interested in through monitoring comments and feedback, the broadcaster can try to stay relevant to the younger audiences. ·      Radio 1 is suffering because its core audience are turning away from live radio-using online streaming and social media eg. YouTube, Facebook etc. On YouTube, Radio 1 has 3.5 million subscribers and Facebook has 2.55 million likes.

·      The 6:30am to 9am part of the day is important because it draws in listeners and the station hopes to entice them to listen over a long period. ·      The Radio 1 listeners were asked what they recall hearing on the show-the highest recalled aspect was current chart music (57%), followed by presenter banter (52%). Celebrity content recall was higher than songs by new artists. ·      Almost 2 in 3 Radio 1 listeners who were surveyed listen to Radio 1 at breakfast time. ·      Radio 1’s Breakfast Show say that tools like Twitter, Facebook and Tumblr are a game changer and now enable a greater audience engagement- having a conversation with your audience is clearly important. ·      Since Nick Grimshaw took over Chris Moyles, Radio 1 Breakfast Show had lost 500,000 listeners within a year. This isn’t because of Nick Grimshaw, it is just how young people’s listening habits are changing.