Research firm Mark Kassof & Co. has revealed some results from this year's ListenerThink P1 study, and the company found that 53 percent of 18- to 64-year-old radio listeners in the U.S. agree with the statement: "Radio isn't as good as it used to be." Forty-one percent disagree, while 6 percent don't know. Among age groups, 18- to 34-year-olds are the most negative, as 61 percent agree that radio isn't as good, while only 31 percent disagree. Men are more negative than women, and 18-34 men are the most negative: 67 percent of them agreed with the statement.
"The perception that radio isn't as good as it used to be seems pervasive in the industry," says Mark Kassof. "This research reveals that a majority of listeners agree."
These findings are based on 989 online interviews with 18-64 radio listeners in the U.S., conducted in September. However, this is only one aspect of the annual ListenerThink P1 study, which explores the role of radio in listeners' lives from many angles. More results will be revealed shortly.