Mark Kassof & Co. have released the latest data from their ListenerThink study of P1s for different formats, this time focusing on CHR fans. According to Kassof, CHR P1s ranked many motivations for listening to the radio as higher than the overall sampler of listeners.
Kassof says, "we've seen how listening 'to get in a better mood' is the #1 motivation out of 18 we tested. It's #1 with CHR P1s too, who score higher than average˘®tied for highest with Country P1s. But more than Country P1s (who listen most to relax), CHR P1s feed off the energy of the format. It's not their #1 motivation, but it is higher than average... tied for highest of any format's P1s" CHR P1s also tied for #1 among listeners who tune in to "get you excited."
He adds, "Energy, excitement...no surprise to anyone familiar with CHR. CHR's P1s also score higher-than-average listening for 'things that make you laugh' and listening 'to add to the fun when your with other people'...again, not revelations! BUT, that social motivation - the focus on 'other people' - does lead to one motivation that is a bit surprising. CHR P1s tie for #1 (with Public Radio P1s!) for listening 'to learn things that make you more interesting to others'."
Kassof notes that this is "not a strong motivation for CHR P1s, and even less so for listeners as a whole. Still the fact that the majority of CHR P1s consider it at least somewhat important suggests that CHR stations should help them impress their friends by keeping them 'in the know' about concerts, movies, TV, celebrities, and anything else they have strong interest in."
Finally, he notes that CHR P1s "not only score many motivations higher than average...they don't score any of the motivations we tested lower than average. What that tell us is: these listeners are engaged with radio."
Kassof & Co. have already released their findings on News/Talk and Country. Next up is Urban P1s.