Mark Kassof & Co. continue to release findings from their ListenerThink study of radio P1s, this time focusing on the Country format. Kassof found that Country P1s " s listen to feel betterĄeven more than most. While listening 'to relax' is important for most listeners, it is most important for Country P1s." Country P1s were also tied as the top listening group listening to radio to "get you in a better mood." Country P1s were also most likely to tune in to radio to "take your mind off problems."
Country P1s were above average when listening to radio to "add to the fun" when they are with others, and to help them "work better and faster," though they were not highest for either of those motivations.
Country P1s scored the lowest for two of the motivations News/Talk P1s scored highest: "To learn things that get you thinking" and "to learn things that make you more informed than other people." Country P1s also listen less than other P1s "to get practical information that makes your life better."
Kassof sums it up by saying that "Radio helps Country P1s make their lives better by feeling better, much more so than information! This does NOT mean that Country stations should drop news!!! But it does suggest that Country stations could benefit from positioning as a place to escape a crazy world...for example: 'Escape to the Country.'"
Kassof released News/Talk P1 data earlier this week, and will release CHR P1 results next.