Mark Kassof & Co. have released more data from their ListenerThink study of P1s for different formats, this time focusing on Urban radio listeners, as well as Sports Talk fans.
First off, Kassof says Urban P1s are "radio enthusiasts," due to scoring half of the study's 18 motivations for listening to radio as above average.
Urban P1s agree with the majority of those surveyed, in that their #1 reason to tune in is "to get in a better mood." But Kassof notes that it is almost as important to them to "take your mind off your problems or situations." He says, "One way radio eases their minds is to reassure them all is OK. While hardly a major motivation for Urban P1s, it is 'more major' for them than for other formats' P1s.
Urban P1s are also tied with CHR P1s - for seeking excitement and an "energy boost" from radio. And the energy boost Urban P1s get from radio contributes "to help you work better or faster," more so than for other P1s. Radio is also social for Urban P1s. More than others, they listen to "add to the fun with others." Kassof says that "nostalgia plays a bigger role for Urban P1s than for any other format," as they tune in to radio to "bring back memories."
Kassof concludes, "In past research, we've noted that Urban P1s are more involved and interested in radio than most other formats' P1s. This research explains why...because radio does a whole lot of good things for them!"
As for Sports Talk, Kassof says they are similar to News/Talk P1s, who listen "to hear what other people are talking or thinking about," "to learn things that make you more informed than other people" and "to learn things that make you more interesting to others."
However, Sports Talk P1s "are definitely more social. Their listening to 'add to the fun' when they're with others is just average, but well ahead of News/Talk P1s on that score. And, much more than News/Talkers and listeners overall, Sports Talk P1s listen for the laughs. In fact, Sports Talk P1s listen for humor more than any other format's P1s!"
Kassof notes that on the other hand, "Sports Talk P1s can run a gamut of emotions - from humor to anger. They're the #1 'listen to hear things that make you angry' P1s!"
Kassof & Co. have already released their findings on CHR, News/Talk and Country. The next subject is AC fans.