Kassof Study: Classic Rock Fans Enjoy At-Work Listening
October 9, 2013
Mark Kassof & Co. continue to release format-by-format results from their 2013 ListenerThink survey, with today's focus on Classic Rock P1s. Kassof notes that previously, "we included Classic Rock P1s with Classic Hits/Oldies P1s, because we've been noting some convergence of audiences for these formats. When we analyzed them separately, we found that the P1s of the formats do share much in common. For one thing, both (like most listeners) listen most to "get in a better mood" and "to relax." And they share other motivations (or lack of them) too. However, the Classic Rockers differ more from listeners as a whole, mainly by having fewer motivations for listening to radio..."
The one and only motivation Classic Rock P1s score above average for is listening to enhance their work experience. However, the study found that many motivations that Classic Rock P1s score below average...and, in fact, lowest of any format's P1s. Many are thinking/informational motivations:
To hear things that get you thinking.
To hear what others are talking or thinking about.
To get practical information that makes your life better.
To learn things that make you more informed than other people.
To learn things that make you more interesting to other people.
Kassof adds that, "On a number of these questions we previously characterized Country P1s as scoring lowest. They're still below average, but now that we've broken out the Classic Rockers, we find they're even lower. Sorry, Country P1s!"
Classic Rock P1s low interest for thinking and information speaks to a certain "disconnect," says Kassof, as does their response to "Feel Part Of The Community" and "Reassure Nothing Bad Happened."
Kassof continues, "So, Classic Rock P1s donít listen to connect to community or make sure nothing bad has happened. Now, both of those motivations are near the bottom of the 18 we tested for listeners overall. But the fact that Classic Rockers score them even lower suggests that either (a) they have other ways to serve these needs, or (b) they just donít care!"
He adds that Classic Rock P1s "arenít an excitable bunch, at least when it comes to radio. But they listen to get angry even less than the average listener (which isnít much)."
Kassof's bottom line for Classic Rock listeners: "help me get through the work day, lift my mood, relax me. And donít try to get me too involved one way or the other."