Mark Kassof & Co. continue to release format-by-format results from the 2013 ListenerThink survey, and after looking at Classic Rock P1s yesterday, today it examines Mainstream and Active Rock listeners. According to Kassof, "Radio is a social experience for the Rockerscmore so than for the Classic Rockers, and somewhat more than for listeners overall." Rock fans were above average when saying it is "very important" to listen to "Add To The Fun With Others."
Additionally, Rock P1s' connection to their friends is stronger than their community connection...a connection that's lower than average. In this respect, Kassof says that Rock P1s are very much like Classic Rock P1s. But unlike them, Rockers do not score information-related motivations less than average.
Kassof's bottom line on Rock fans is, "While they certainly share some music in common with their Classic counterparts, Rock P1s are more connected...o their buddies, and to what's 'happening.'"