Kassof Study Examines Millennials' Thoughts On Radio Competitors
November 21, 2013

Mark Kassof & Co. have released data this week examining Millennials' thoughts on FM and AM radio, and today concludes the series with a look at digital competitors# Kassof asked 303 online respondents ages 13-34 their opinions on Pandora, SiriusXM, iHeartRadio and iTunes Radio#

Pandora scored the most positive reactions, with 39 percent saying they "love it" (compared to 37 percent "loving" FM radio), while 26 percent "like it." Kassof notes that "Pandora does have a higher percentage that donít know [how they feel] (10 percent versus FMís 1 percent) but then, FM has a many-decades 'head start!' Given its lower awareness, the fact that four in ten Millennials love Pandora is very impressive."

For SiriusXM, 26 percent said they "love it" and 22 percent "like it." However, 19 percent said they "don't know" how they feel, which Kassof says is "understandable, since it requires a paid subscription (or a new car)."

iHeartRadio and iTunes Radio scored almost identically, with 19 percent saying they "love" Clear Channel's digital service and 22 percent that "like it," as 21 percent "don't know." Apple's iTunes Radio had 18 percent "love it" and 24 percent "like it," as 18 percent "don't know." Kassof notes that :iTunes Radio performs as well as iHeart ó which has been around longer ó seems impressive. But it just may be that some respondents arenít distinguishing between iTunes Radio (which is new) and iTunes (which isnít)."

Kassof compared the data from all these categories, scoring on scale of 1 ("hate") - 5 ("love"), with FM Radio and Pandora tying with a 4.1 score. SiriusXM scored 3.8, followed by iHeartRadio with 3.7, iTunes Radio with 3.6 and AM Radio ranked last with a 3.1

Kassof concludes from this data that "Millennials feel just as positively, on average, about Pandora as FM. Whether you see this as good news or bad news depends on your perspectiveÖ If you (like me) are a 'radio veteran' who canít possibly see how Pandora could compare to 'real' radio, it hopefully makes you (and me) sit up and realize that Pandora is a serious challenger. On the other hand, if youíre a Millennial yourself, you just might think: 'Yeah, what did you expect???'"




 
Breaking News
Universal Music Group Extends Lucian Grainge Deal
WOGL/Philly Morning Show Host Ross Brittain Announces Retirement
In Brief - July 31, 2015
July 30, 2015
CBS Radio Extends Scott Shannon
iHeartMedia Reports Results For 2015 Second Quarter
Benztown Promotes Christopher "Jack" Johansing To Marketing Director
July 29, 2015
iHeartMedia Charlotte Names Keith Hotchkiss Market President
Pierre Bouvard: Radio's Delivers On Amazon Prime Day
In Brief - July 29, 2015
July 28, 2015
Cumulus Appoints Brian Thomas As PD For WLS-FM/Chicago
AT&T To Activate FM Chips On Android Smartphones
BroadbandTV & BMG Form Strategic Alliance To Support New Generation Of Music Artists
Chicago Radio Legend John Records Landecker To Sign Off After 40 Years On-Air
Cumulus-Buffalo Re-Signs Shredd and Ragan For Mornings At WEDG
Rare Job Ops at 98 Rock/Baltimore
In Brief - July 28, 2015
July 27, 2015
Emmis Announces Executive Promotions
iHeartRadio Joins Snapchat Discover
Pandora Listeners Receive More Uninterrupted Hours With Sponsored Listening
July 24, 2015
Radio Industry & SESAC Reach Settlement
The Week In Review: 7/20-7/24
CBS Radio Names David Yadgaroff As SVP/Market Manager For Philadelphia
In Brief - July 24, 2015
July 23, 2015
Frankie V. Heads Home To Boston
Music News
Kanye, Sam Smith, The Who & Many More Announced For iHeartRadio Music Festival
Quick Hits: One Direction, The Voice, Queen Latifah & Mary J. Blige, The Gaslight Anthem, Paul McCartney
FMQB Retro-Active: Ken Sharp Talks to Cherie Currie, and Reviews Live Releases From The Who and The Rolling Stones
Quick Hits: Dr. Dre, U2, Zayn Malik, Gary Clark Jr.
Macklemore Talks New Album, Relapse Into Drug Use
Quick Hits: Meghan Trainor, Justin Bieber, Janelle MonŠe, Keith Richards, Lollapalooza, Chance The Rapper, Neil Young
Imagine Dragons, Jack Johnson Join Farm Aid 30
Quick Hits: Rise Against, Keith Richards, Puscifer, Judas Priest & Mastodon, Mat Kearney, Circa Survive
Rapper Future Hits #1 With Surprise Album
Quick Hits: U2 & Lady Gaga, Disclosure & Sam Smith, Ed Sheeran, Mariah Carey, Bobbi Kristina Brown, Guns N' Roses, Sevendust, Joseph Jackson
Ed Sheeran TV Special To Air On NBC
The Week In Review: 7/20-7/24
Quick Hits: Five Finger Death Punch, Prince, Meg Myers, The Grateful Dead
Quick Hits: Lil Wayne & Charlie Puth, Vance Joy, Lana Del Rey
Quick Hits: Selena Gomez, James Blake / Kanye West, Incubus
FMQB NOW

Jonathan Shuford, PD
WRVW/Nashville

Advertisement:
Search FMQB.com
Advertisements:
FMQB Member Login
Email:
Pass:

Save
Not a member yet?
Sign up Now!
Sign Up for Breaking News!
Enter FMQB E-Tracking!