Mark Kassof & Co. continue to release format-by-format data from their 2013 ListenerThink survey. Today, Kassof examines AC P1s, and says, "This year's ListenerThink P1 research looks at different formats' P1s to see how they differ in terms what they personally get from radio. That's a challenge with Adult Contemporary P1s, because they're average in almost all respect... Now, "average" may sound like a put-down. But in this case, it's definitely not...it speaks to the how mainstream AC is!"
The study found that like almost all P1s surveyed (the exception being News/Talk), AC P1s listen mostly to get into a better mood and to relax. On all but two of the 18 motivations tested by Kassof, AC P1s "exactly match the total audience average or are with 0.1 of it...statistically no different!"
AC P1s slightly differ from other groups in two respects. One is that they listen for companionship a bit more than listeners as a whole do: AC P1s are the #1 "keep me company" P1s. Also, more than the average, AC P1s listen to radio to "get an energy boost."
Kassof found this "surprising" ... "because many listeners see the format as soft and slow. And that's why you hear AC stations using lines like 'an upbeat mix'...they're trying to counter the perception! They're right to do that! Because even among listeners who want 'soft,' very few want 'slow'"