Laura Bijelic Senior Research Executive A & M Audiences

1. Jazz on Radio 3 Laura Bijelic Senior Research Executive A & M Audiences

2. 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).

3. 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) 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 Source: RAJAR, Q4 11 Source: RAJAR, Q3 11

4. Audience comments about Jazz on 3 It's good that Radio 3 sticks with British Jazz through thick and thin. Nice to hear some challenging Jazz on the radio 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. 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. I think it's a good idea to bring in performances from outside Great Britain. 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. 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. I'm really starting to enjoy this programme as it is developing my knowledge of the form

5. 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

6. 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 Jazz Line up 51,000 Jazz Library 23,000 Source: RAJAR, Q4 11

7. In 2011 AI’s for Radio 3’s jazz output were high. Jazz Record Requests got the highest AI scores and iPlayer requests 85 In 2011 the average AI for all jazz programmes: Jazz Record Requests 88 Jazz Library 84 Jazz on 3 83 Jazz Line up 82 • On BBC iPlayer Jazz Record Requests had 167,537 UK requests in 2011. • On BBC iPlayer Jazz on 3 had 100,243 UK requests in 2011. • On BBC iPlayer Jazz Line Up had 72,212 UK requests in 2011. • On BBC iPlayer Jazz Library had 115,253 UKrequests in 2011. Source: BBC Pulse, BBC iStats 2011

8. Around 10% (5m) of the population are interested in jazz; attending concerts or listening to jazz on the radio. • 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. Source: TGI Q3 2011 (Base: All Adults)

9. 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)

10. Radio 3 has the highest percentage of ‘Jazz interested’ listeners compared to the other BBC radio stations. • 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. • 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. Source: TGI Q3 2011 (Base: All Adults)

11. 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.