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 don’t know [how they feel] (10 percent versus FM’s 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 — which has been around longer — seems impressive. But it just may be that some respondents aren’t distinguishing between iTunes Radio (which is new) and iTunes (which isn’t)."

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 perspective… If you (like me) are a 'radio veteran' who can’t 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 you’re a Millennial yourself, you just might think: 'Yeah, what did you expect???'"




 
Breaking News
iHeartMedia San Francisco Names Mark Adams PD of KYLD & KIOI
Premiere Networks Promotes Claudine Cazian To VP/Programming & Branded Entertainment
Entercom Names Carlos Lamadrid VP/National Sales, Strategic Partnerships
Pandora Hires Steve Bené As General Counsel
In Brief - October 20, 2014
October 17, 2014
In Brief - October 17, 2014
The Week In Review: 10/13-10/17
October 16, 2014
Michael Jordan Named PD At WAMZ
Dan Chertoff Named VP, A&R, RCA Records
Greater Media Chairman, CEO Peter Smyth Named Among The 2014 Giants of Broadcasting
Joe Cuello Joins TuneCore As Chief Creative Officer
Clip Interactive Reports Milestones In Revenue, MAUs, Engagement For Radio Station Partners
iHeartMedia Wins Gold Award At Healthcare Marketing IMPACT Awards
In Brief - October 16, 2014
October 15, 2014
Gayle Troberman Named iHeartMedia EVP And Chief Marketing Officer
John Geary Appointed Market President For iHeartMedia Sacramento
Sun & Fun Media Partners With Premiere Networks For Ad Sales
TuneCore Pays Artists $32.7 Million In Q3 2014 for Music Distribution, Expands Music Publishing Catalog
In Brief - October 15, 2014
October 14, 2014
Warner Music Group Broadens Senior Management Team
Tribune Media Announces $400 Million Stock Repurchase Program
New Generation Radio Partners With Colbert Media Group
In Brief - October 14, 2014
October 13, 2014
Steve Davis Named VP/Programming, CBS Radio Washington, D.C.
Capitol Music Group Names Ambrosia Healy SVP/Head Of Media Strategy & Relations
Music News
U2 Sits Down For Intimate Radio Special
Quick Hits: Coldplay, Gwen Stefani, Foo Fighters, Dropkick Murphys, Madisen Ward and the Mama Bear
One Direction Reveal Four Tracklist
The Week In Review: 10/13-10/17
Quick Hits: Iggy Azalea, U2, Snoop Dogg / Pharrell, iHeartRadio Fiesta Latina
Pitbull Goes Global In November
Quick Hits: Sam Smith, MTV EMAs, Songwriters Hall of Fame, The Pixies, Fall Out Boy, Bonnaroo
Jason Aldean, Hozier Top Album Sales Chart
Quick Hits: Foo Fighters, Prince, Ariana Grande
Taylor Swift Taps Into the '80s For "Out Of The Woods"
Quick Hits: One Direction, Christina Aguilera / The Voice, Jack White, Kelly Clarkson, T.I., Wilco
Iggy Azalea Leads 2014 AMA Nominees
Quick Hits: Foo Fighters, Soul Train Awards, Iggy Azalea, Noel Gallagher's High Flying Birds, Alicia Keys & David Byrne, Forbes Under 30 Music Festival
THE WHO HITS 50! Tour Set For North America 2015
The Week In Review: 10/6-10/10
FMQB NOW

Chris P, PD
KRQQ & KMIY/Tucson

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!