UK Public's Relationship with the BBC: Usage, Quality, Trust, and Support

BBC’s Response to Culture, Media and Sport Commons Select Committee Enquiryintothe Future of the BBC • Audience Information Pack

The UK public’s relationship with the BBC • Their usage of BBC services Over this Charter period, usage of the BBC has remained very high: almost all of the UK uses the BBC each week, for around19 hours on average • Their views on the quality of BBC content This is because of the high level of quality that the public associates with BBC programmes and services • Their trust in the BBC And it is also because of the extent of the trust that they have in BBC output • Their views on theBBC overall The time people spend with the BBC, coupled with their appreciation of the content, has meant that support for the BBC has risen over this Charter period • Their views on the licence fee Likewise, while no form of taxation is universally popular, there has also been an increase in public backing for the licence fee as the means of funding the BBC

The UK public’s relationship with the BBC Their usage of BBC services Over this Charter period, usage of the BBC has remained very high: almost all of the UK uses the BBC each week, for around 19 hours on average Their views on the quality of BBC content This is because of the high level of quality that the public associates with BBC programmes and services Their trust in the BBC And it is also because of the extent of the trust that they have in BBC output Their views on theBBC overall The time people spend with the BBC, coupled with their appreciation of the content, has meant that support for the BBC has risen over this Charter period Their views on the licence fee Likewise, while no form of taxation is universally popular, there has also been an increase in public backing for the licence fee as the means of funding the BBC

The UK public’s usage of BBC services • Over this Charter period, usage of the BBC has stayed strong and steady despite increasing media choice and decreasing share of revenues • Almost all of the UK (96% of UK adults) uses the BBC each week, and these audiences spend a considerable amount of time with BBC services (around 19 hours per week, on average) • The public consumes the BBC for substantial periods of time across multiple platforms: • Almost nine in ten people watch BBC TV overall each week. BBC One reaches more people than any other channel in the UK irrespective of age, socio-economic group and location • Two-thirds of all adults listen to BBC Radio each week • Half of all adults use BBC Online each week (62% of online adults), and it is the only UK-owned website in the top ten most-used websites in the UK

BBC expenditure now accounts for around a quarter of total broadcast industry revenues in the UK Notes: Figures for 2007-12 are taken from Ofcom's 2013 Communications Market Report. Figures for 2000-2006 are taken from Ofcom's 2008 CMR. Figures for 1998-2000 are taken from Ofcom's 2004 CMR. 'BBC' includes Ofcom's estimates for BBC expenditure on TV and Radio, based on figures reported by the BBC. 'Advertising' includes TV advertising revenues and Commercial Radio revenues. ‘Subscriptions’ includes Ofcom’s estimates of BSkyB and Virgin Media television subscriber revenue. ‘Other’ includes TV shopping, sponsorship, interactive (including premium rate telephony services), programme sales and S4C’s grant from the DCMS • Ofcom

Pan-BBC consumption has stayed broadly stable in recent years (measurement in this form began in 2009) • Cross-Media Insight Survey (CMI) by GfK, c6,000 UK adults per quarter. Pan-BBC average weekly reach (15+ minutes); pan-BBC average time spent per user per week

BBC TV viewing has stayed strong and steady over this Charter period New BARB contract • BARB, 4+. BBC TV average weekly reach (15+ minutes cons.); BBC TV average time spent per viewer per week

The BBC TV portfolio overall continues to reach almost nine out of ten people in the UK each week Average weekly reach per portfolio % • BARB, 4+, average weekly reach (15+ minutes cons.), FY 12/13

While BBC One’s reach varies across different audiences, it is the channel that reaches most people in every group Average weekly reach of the channel among each audience group % BARB, average weekly reach (15+ minutes cons.), FY 12/13

While the actual level varies, the BBC TV portfolio is the most watched on all TV platforms Portfolio share per TV platform % • BARB, 4+, share FY 12/13 . Channel 4 portfolio includes S4C; Sky portfolio includes Flextech.Platform viewing based on TV sets

BBC Radio reach remains strong, though there has been a drop in the amount of listening, reflecting the platform overall • RAJAR, 15+. BBC Radio average weekly reach (15+ minutes); BBC Radio average time spent per listener per week. Data run using Jan-Mar quarter of each FY, 12-month weight

BBC Radio is listened to more than Commercial Radio though both reach around two-thirds of UK adults each week 16:15 13:14 Time spent per week per listener hh:mm The most listened toUK-wide radio station Average weekly reach % The most listened to digital radio station Commercial Radio • RAJAR, 15+. Average weekly reach(15+ minutes), time spent per listener per week, FY 12/13. Data run using Jan-Mar quarter, 12-month weight

Half of UK adults use BBC Online each week, and it is the only UK-owned website in the top ten most-used sites in the UK Average weekly reach of BBC Online Top ten most-visited websites in the UK 50% 62% All UK adults UK online adults 1 2 Adults using BBC Online each week over time in millions 3 4 5 Methodology change 6 7 8 9 10 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Cross-Media Insight Survey (CMI) by GfK, c6,000 UK adults per quarter, Q3 2013, average weekly reach (3 mins+) of BBC Online. BMRB/TNS/GfK Expenditure and Food Survey 2002 to 2004; Opinions and Lifestyle survey 2005-2008; CMI 2008 onwards (small method change from Oct 2012) • comScore Media Metrix, UK 6+, November 2013 (desktop only)

The BBC has experienced strong growth on new platforms Browsers accessing BBC Online per week BBC iPlayer TV and radio requests per month in millions Oct 2012 Oct 2013 11.5m 17.7m From mobiles 4.2m 8.8m millions From tablets Oct 2012 Oct 2013 Oct 2009 Oct 2010 Oct 2011 44m 41% of all BBC TV iPlayerrequests now come from mobiles or tablets, up from 6% in 2010 BBC apps downloads since launch BBC iStats • iStats Digital Analytix. App store download figures (to end Oct 2013)

The BBC makes a key contribution to the wider news market Ofcom data shows that people regard the BBC as their most important news provider However, around one in ten news consumers get news only from the BBC as most choose to use more than one provider* Looking at all the sources of news you have said that you use, which one IS MOST IMPORTANT TO YOU PERSONALLY? 1 provider only – BBC 1 other provider only 2 providers 3 providers 4 or more providers *provider = wholesale provider – classified as the company that provides the news for the given source (hence if a consumer uses both Sky News and commercial radio for news, this would be classed as one provider as Sky News provides the news for both) In answering the question, respondents give the name of the one news source of greatest personal importance to them. Ofcom then categorises the responses into wholesale providers • Owing to rounding, data does not sum to 100 • Kantar Media for Ofcom, 2,628 users of news nowadays, ‘News consumption in the UK: research report’, published Sep 2013

BBC Global News services reach around a quarter of a million people around the world per week BBC Global News any platform reach per week in millions millions • The Global Audience Estimate (GAE) measures the combined reach of the BBC’s international services – BBC World Service, BBC World News and bbc.com/news – across the world

The UK public’s views on the quality of BBC content • The public’s high usage of the BBC is directly connected to their high appreciation of the quality and impact of BBC content • Data from Ofcom shows that BBC One and BBC Two are rated as higher quality than the other public service broadcaster (PSB) channels • The BBC also emerges as a global leader on quality – in a recent international survey of 14 countries, BBC One was rated highest out of 66 major TV channels • The BBC has a considerable impact across all parts of its mission to Inform, Educate and Entertain • That said, the BBC continues to focus on increasing the distinctiveness of content and catering for the nations, regions and communities of the UK where BBC scores are not ahead of other broadcasters’ • The UK public values a wide range of genres from the BBC

Ofcom’s data shows that BBC channels are rated as higher quality than the other public service broadcaster channels % of viewers saying channel shows well-made, high quality programmes • Ofcom, PSB Annual Report, 2013. Data collected by BDRC Continental, Mar-Dec 2012, self-reported viewers of the channel: BBC One 1,683; BBC Two 684; ITV 1,214; C4 676; C5 361

International research shows that the UK is a leader on overall TV quality, with BBC One receiving the highest quality score Out of 66 channels in 14 countries, BBC One receives the highest quality score of all, with BBC Two ranked third Perceptions of TV channel quality rated by respondents in the country % Very / fairly good quality Dark blue = Publicly-funded channelLight blue = Commercially-funded channel To what extent do you think the quality of programmes on the following television channels in [INSERT COUNTRY NAME] is good or poor? • Populusfor the BBC, 14 countries, 500 adults per country rated the quality of each of the biggest TV channels in their country, Oct 2013

Inform: the BBC is the UK’s major news provider BBC News is an active choice among the UK population BBC News helps citizens understand big issues Election 2010 coverage improved my understanding of the issues: % of viewers to the provider TV news minutes broadcast TV news viewing While news consumers use c4-5 different sources of news on average, they choose the BBC for national moments 12.3m watched the 2012 Euros Final on BBC One– 6xhigher than ITV BBC One coverage on Election Night 2010 reached 15m people – 2x higher than ITV 18.7m watched the 2011 Royal Wedding ceremony on BBC One– 3x higher than ITV 91% of the UK watched the 2012 Olympics on BBC TV 96% felt the BBC’s coverage met or exceeded their expectations BARB, Election Night (3 min+ reach cons.), Royal Wedding and Euros (average audience). BARB Olympics 15+ minute cumulative reach; Ipsos MORI 2012 • BARB, Jan-Jun 2013 • YouGovfor BBC, May 2010. Based on those who watched coverage of each respective broadcaster

Educate: the BBC’s educational mission has real impact Ofcom data shows that more viewers say they find programmes to make them stop and think on the BBC BBC services encourage people to take up new digital skills % of viewers saying channel shows programmes that make me stop and think 1 in 8 iPlayerusers say iPlayer is a reason they got home broadband internet users said one of the main reasons they went online was because of bbc.co.uk 1 in 10 BBC content helps people learn in a variety of ways The Shakespeare Unlocked season reached over 14m people Bitesize(BBC’s online study support resource for school-age students in the UK) : 1.6m average weekly unique UK browsers John Lewis’ sales of food mixers rose 62% and cake cooling racks by 70% during The Great British Bake Off • Ofcom PSB Annual Report, 2013. Data collected by BDRC Continental, Mar-Dec 2012, self-reported viewers of the channel: BBC One 1,683; BBC Two 684; ITV 1,214; C4 676; C5 361 Pulse by GfK for BBC. 777 UK adults who used iPlayer on a computer in the last 3 months. Oct 2013; TNS for BBC. 1,038 adults, Dec 2007. BARB 4+ cumulative reach; Dax/iStats; Retail Week Oct 2013

Entertain: the BBC makes content viewers find highly engaging Ofcom data shows that more viewers say they find programmes they want to watch on BBC channels The BBC brings audiences together for differentforms of entertainment % of viewers saying channel shows programmes I want to watch 9.5mpeople in the UK watched series 3 of Miranda, and11.5m watched the Boxing Day 2012 episode 12.8m people in the UK watched the 50th anniversary episode of Doctor Who 33% (19.0m) of the UK watched Glastonbury ‘13 on BBC TV Entertainment shows are among the top-performing programmes on each BBC TV channel 67% of the UK watch entertainment content on BBC TV in a month Strictly Come Dancing: series average audience 10.8m Top Gear: series average audience 5.3m Russell Howard’s Good News: series average audience 0.9m Only Connect: series average audience 0.9 m • Ofcom PSB Annual Report, 2013. Data collected by BDRC Continental, Mar-Dec 2012, self-reported viewers of the channel: BBC One 1,683; BBC Two 684; ITV 1,214; C4 676; C5 361. BARB, 4+, average audience / Glastonbury 3 min+ cumulative reach BARB, 4+, average monthly reach 15+ mins (cons.), Sep-Nov 2013, first-runs only, BARB Entertainment genre (excludes comedy sub-genres). Channel examples: average audience • ,;

The BBC continues to focus on increasing the distinctiveness of content Ofcom data shows that BBC channels are not ahead of other PSBs on distinctiveness of content However, improvements are being made % of viewers saying channel shows programmeswith new ideas / different approaches % of BBC TV programmes viewers rate as being fresh and new (BBC measure of distinctiveness) % Agree 2010/11 2012/13 Not measured in this form prior to 2010 Pulse by GfK for the BBC. c20,000 UK adults 16+ on panel • Ofcom, PSB Annual Report, 2013. Data collected by BDRC Continental, Mar-Dec 2012, self-reported viewers of the channel: BBC One 1,683; BBC Two 684; ITV 1,214; C4 676; C5 361

And the BBC continues to focus on how it caters for the nations, regions and communities of the UK Ofcom data shows that BBC channels are not well ahead of the other PSBs on portrayal % of viewers saying channel portrays my region fairly to the rest of the UK % of viewers saying channel shows different kinds of cultures within the UK • Ofcom, PSB Annual Report, 2013. Data collected by BDRC Continental, Mar-Dec 2012, self-reported viewers of the channel: BBC One 1,683; BBC Two 684; ITV 1,214; C4 676; C5 361

Some improvement is being made – BBC TV share in Scotland, Wales and the North West is moving closer to the UK average Nations and regions BBC TV share compared with the UK average Chart shows share gap: BBC TV share in each nation/region minus BBC TV share in the UK overall North sub-regions South Wales Midlands Scotland London North North West Yorks & Humb North East Northern Ireland In the North West people’s perceptions of BBC portrayal of their region now match the UK average • BARB, 4+, financial years • BBC Accountability and Reputation Tracker by Kantar Media

The UK public values a wide range of genres from the BBC From both a consumer and citizen perspective, people want a variety of genres on BBC TV Consumer value Points allocated Respondents divided 100 points between genres based on how much they / their household value them from BBC TV Among parents 9 Citizen value Mean score Respondents rated each genre out of 10 based on how much they value each from BBC TV for the benefit of society 7.6 4.7 6.8 5.9 5.7 5.3 6.4 4.3 7.1 5.4 5.9 5.8 5.4 6.0 6.7 Among parents Citizen value: Thinking about the good of society as a whole, how important do you feel it is that the BBC broadcasts each type of programme? (Scale: 1 = not important at all; 10 = extremely important) • Ipsos MORI for the BBC, 2,118 UK adults 15+, June 2013. Consumer value: Please divide these 100 points between the types of programmes you and your household watch on BBC TV based on the amount you value watching them

The UK public’s trust in the BBC • High usage of the BBC is also linked to the public’s trust in BBC output • Levels of trust in the BBC dropped in the autumn of 2012 with the events around Jimmy Savile and Newsnight • In 2013 scores have been moving closer to the levels they were at earlier in 2012, though recovery is not yet complete • Public trust in the BBC has been rising over the longer term. This means that levels of trust, despite the recent fall, are higher now than they were in 2004 • The BBC remains by far the most trusted news source in the UK and is also seen as the most impartial news provider

Levels of trust in the BBC dropped in the autumn of 2012 with the events around Jimmy Savile and Newsnight. There has been improvement in 2013, though recovery is not yet complete Olympics fortnight Savile coverage Newsnight apology Pollard Report Transcripts released Stuart Hall guilty Severance pay Jubilee weekend PAC* session 7.3 7.2 7.1 7.1 7.1 7.0 7.0 7.0 7.0 6.9 6.9 6.9 6.9 6.9 7.0 6.9 6.9 6.8 6.8 6.7 6.7 6.7 6.5 6.5 6.5 6.4 6.4 6.4 6.4 6.3 6.3 6.2 6.2 6.2 6.2 6.0 General impression of the BBC - mean score / 10 1 = extremely unfavourable; 10 = extremely favourable I trust the BBC - mean score / 10 1 = strongly disagree; 10 = strongly agree • *Public Accounts Committee • BBC Accountability and Reputation Tracker by Kantar Media, c1,000 UK adults per month

People’s trust in the BBC has been rising over the long term. Current figures are higher than 2004 Queen / faked competitions 07-10/07 Gaza Appeal 01/09 PQF 6Music 01/10 Jimmy Savile 10/12 General impression of BBC Mean score /10 General impression of the BBC - mean score / 10 1 = extremely unfavourable; 10 = extremely favourable I trust the BBC Ross/ Brand 10/08 I trust the BBC - mean score / 10 1 = strongly disagree; 10 = strongly agree • BBC Accountability and Reputation Tracker by Kantar Media, c700 UK adults per quarter until Oct 2010, c1,000 per month from Nov 2010

In comparison with other news providers, the BBC remains by far the most trusted source of news in the UK Of all the news sources (TV broadcaster, radio, newspaper, magazine or website), which ONE source are you most likely to turn to for news you trust the most? Open-ended Other Don’t know None News • Ipsos MORI for the BBC, UK adults 16+ who follow the news (1,873), Feb 2013 • Newspaper titles include the Sunday editions

And the BBC is the news source people turn to for impartial news coverage Of all the news sources (TV broadcaster, radio, newspaper, magazine or website), which ONEsource are you most likely to turn to if you want impartial news coverage? Open-ended Other Don’t know None News • Ipsos MORI for the BBC, UK adults 16+ who follow the news (1,873), Feb 2013Newspaper titles include the Sunday editions

When people rate different news providers in turn, broadcasters and broadsheet newspapers receive the highest scores for impartiality How biased or impartial do you think each of the following news sources is? Mean score / 10: 1 = very biased; 10 = very impartial Broadcaster Broadsheet newspaper Mid-market newspaper Tabloid newspaper News aggregator Social network • Ipsos MORI for the BBC, UK adults 16+ who follow news (half sample answering about impartiality: 919). Newspaper titles include the Sunday editions

The vast majority of the public think that it is of real importance for the BBC to be independent from the Government of the day 87% 11% Important Unimportant How important, if at all, do you think it is that the BBC is independent from the Government of the day? • TNS for the BBC, 1,030 UK adults 16+, Aug 2010

The UK public’s views on the BBC overall • The time people spend with the BBC, coupled with their appreciation of the content, has meant that public support for the BBC has risen over this Charter period • The public has a very positive view of the BBC overall and gives the BBC a 7 out of 10, on average. This has stayed broadly steady over the last year and has been rising over this Charter period • Compared with 2007/08 and despite greater media choice today, more people now feel: • the BBC maintains high standards of quality • the BBC is a great ambassador for the UK • the BBC helps people make up their minds about issues of the day • glad the BBC exists • Four in five people would miss the BBC if it no longer existed

The public has a very positive view of the BBC, giving a score of 7 out of 10, on average. This has stayed steady over the last year General impression of broadcasters and organisations Mean Score 8.1 7.4 7.0 6.9 6.9 7.2 7.2 6.7 7.2 6.6 6.4 6.6 6.0 6.5 5.7 % Approvers 75% 80% 76% 76% 65% 51% 48% 72% 49% 51% 61% 66% 41% 37% 45% • BBC Accountability and Reputation Tracker by Kantar Media, Jan – Nov 2013, 11,177 UK adults 16+.General impression scale: 1 = extremely unfavourable; 10 = extremely favourable

Public perceptions of the BBC have improved over this Charter period Mean score / 10 1 = extremely unfavourable; 10 = extremely favourable (general impression) 1 = strongly disagree; 10 = strongly agree (other statements) Mean score / 10 2012/13: sample sizes: 12,236 General impression; high standards of quality; 6,140 Glad the BBC exists, BBC is a great ambassador; 6,096 BBC helps people understand • Kantar for the BBC, Pan-BBC Tracking Study and BBC Brand and Reputation Tracker, UK adults • 2007/08: sample sizes: 10,312 General impression; high standards of quality; 4,284 Glad the BBC exists, BBC helps people understand; 4,212 BBC is a great ambassador

Four out of five people would miss the BBC if it was no longer there % who would miss each broadcaster if it no longer existed • NatCen Social Research for BBC Trust, 2,609 UK adults16+, Jan-Feb 2013

The public strongly supports the BBC’s mission and backs the BBC taking creative risks 93% 1% 91% 2% 90% 4% 89% 2% 85% 4% 72% 13% Agree Disagree The BBC’s programmes and services should inform, educate and entertain people The BBC should air all kinds of views and opinions, even if some people find them challenging The BBC should encourage creativity, new talent and innovation, even if some people might take offence The BBC should not be afraid to show material that some people might find offensive The BBC should provide something that suits different people’s tastes and interests, even if not everything is of interest to me personally The BBC should try out new and fresh ideas for programmes and services even if not everything they try always works well • Ipsos MORI for the BBC, 1,024 UK adults 15+, Aug 2010

The UK public’s views on the licence fee • While no form of taxation is universally popular, long term polling (using the same question in each wave) shows that there has been an increase in public backing for the licence fee over this Charter period • 47% of the UK overall now back the licence fee – making it the method of funding the BBC with the single most support (compared with 27% for advertising and 22% for subscription) • Support is higher now than it was in 2004 when 31% backed the licence fee (and higher than twenty years ago) • Public perceptions of the value for money of the BBC have also been rising • The household cost in real terms today, the range of services now and continued high levels of usage of the BBC all help to raise public support for the BBC and for the licence fee

Long term polling using the same question shows that there has been an increase in public backing for the licence fee since 2004 Which of the following would you like to see as the main source of BBC funding? 1-3 Nov • 2004: ICM, 1,037 UK adults 18+; 2009: ICM, 1,001 GB adults 18+; 2011: ICM, 1,034 UK adults 18+; 2012: Ipsos MORI, 2,078 adults 15+; 2013: Ipsos MORI, 1,034 UK adults 18+. All telephone surveys except Ipsos MORI 2012, which was face-to-face

The licence fee is the top choice for funding the BBC across all ages, socio-economic groups and types of TV ownership Which of the following would you like to see as the main source of BBC funding? • IpsosMORI for the BBC, 1,031 UK adults 18+, Nov 2013

Recent polling by YouGov also shows that the licence fee is the means of funding the BBC with the single most support, backed by c50% of the public Which of these statements about the BBC comes closest to your view? • YouGov for Prospect, 1,712 GB adults 18+, Feb 2013

When scored on a scale from 1 to 10, public perceptions of the value for money of the BBC have shown an increase Value for money of the BBC Mean score /10: 1 = extremely poor; 10 = extremely good Survey change Nov 2010 The BBC Trust also asks the public for their perceptions of value for money on a four-point scale. On the four-point scale, perceptions have stayed steady • BBC Accountability and Reputation Tracker by Kantar Media, 700 UK adults per month until Oct 2010,1,000 per month from Nov 2010

The household cost today, the range of services now and high usage all help to raise public support for the BBC and licence fee 20 years ago Today • £147.44 per household (in 2013 prices) • £145.50 per household • 0.25%of GDP • 0.23%of GDP • c40%of broadcast revenues • c25%of broadcast revenues NATIONS RADIO NATIONS RADIO Limited competition: 46%share of TV and radio Extraordinary competition: 42%share of TV and radio 19.8 hours per person per week 21.3 hours per person per week (1) Notes: (1) Figure comparable to 1994 methodology and sources so differs from source used on slide 6 • BARB 4+, RAJAR 15+, CMI 16+

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UK Public's Relationship with the BBC: Usage, Quality, Trust, and Support