All week, Mark Kassof & Co. have been releasing format-by-format results from the 2013 ListenerThink survey. Friday brings us some data on Alternative P1s and how they compare and contrast to CHR P1s. Alternative and CHR have been sharing more music lately, with the single "Safe and Sound" by Capital Cities being a prime example. The Kassof study shows that Alternative P1s also share some important motivations with CHR P1s, with one being radio's "mood enhancing" benefit. When surveyed, each format's P1s, as a group, say they listen to radio to get in a better mood. Also like CHR, Alternative P1s say they listen to their format to "get an energy boost."
On the flip side, the Kassof study shows that Alternative P1s are not as interested in "excitement" from radio as their CHR counterparts. They're also less peer motivated. Listening to "add to the fun when you're with other people" is a motivation for them, but not as much as it is for CHR P1s. Alt fans also are less information-oriented than CHR P1s. They don't particularly listen to the radio to hear what other people think or to learn things that make them more interesting to others, which goes with being less peer motivated, says the Kassof report.
Finally, Alt fans are less nostalgic than CHR fans. When asked if they listen to radio to bring back memories, only 14 percent of Alt P1s said that nostalgia is "very important." In fact, Alternative P1s are less into memories than any other music format's P1s. Only News/Talk listeners are less nostalgic, the study shows.