Kassof Study: P1 Listeners Comfortable With Their Favorite Stations
November 15, 2012

The latest data from Mark Kassof & Co.'s study of P1 listeners finds that beyond specific programming elements, the vast majority of listeners attribute a slew of human attributes to the station they listen to most. More than three-fourths of listeners think the words "comfortable," "friendly" and "informed" describe their P1 station. These words rank at the top of 40 different words or phrases tested. Even at the bottom, around one-fourth think the words "sarcastic," "rebellious," "aggressive" and "controversial" describe their P1 station.

There are important differences among different formats’ P1s, however. For example, compared to other listeners, Christian stations’ P1s find them most comfortable and friendly; News/Talk stations’ P1s find them least comfortable and friendly but most aggressive and controversial; Urban stations’ P1s find them most outgoing, cool, exciting, outspoken, trendy and hip. Analysis of every major format can be found at kassof.com.

Kassof says, "The most successful stations have a ‘station personality’ that goes beyond the basics of their programming. Understanding and shaping that ‘stationality’ becomes more crucial as radio is more challenged by new media."

These research findings are based on 732 online surveys of 18-64 year olds in the U.S. who name a specific station they "spend the most time listening to." They were asked whether each of 40 words or phrases “describes” or “does not describe” that station. Stations' formats were categorized based on their IDs and markets. The survey was conducted October 1-4, 2012.

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Mark Adams
San Francisco

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