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
Journal Communications Reports Third Quarter 2014 Results
Crush Music Announces Two New Hires
In Brief - October 30, 2014
October 29, 2014
Def Jam Recordings Promotes Scott Maness To VP/Rhythm Crossover Promotion
Melissa Etheridge, Ingrid Michaelson To Perform At National Radio Hall of Fame Induction Ceremony
In Brief - October 29, 2014
October 28, 2014
iHeartMedia, Inc. Reports Results For 2014 Third Quarter
SiriusXM Reports Third Quarter 2014 Results
Talus Knight Named PD/Afternoon Host At KKND
iHeartMedia San Francisco Names John Leathers Vice President Of Sales
Radio Advertising Bureau Board of Directors Elects New Officers & Directors
Pandora Hires Chris Phillips As Chief Product Officer
CBS Radio's We Can Survive Achieves High Marks On Social Media
iHeartRadio Survey: Listeners Predict We’ll See A Lot Of Lady Gaga Impersonators
In Brief - October 28, 2014
October 27, 2014
Lulu & Lala Spice Up Afternoons On WFLC-FM
Universal Music Group Names Michael Frey, President, Supply Chain & Media Services
Benztown Releases First-Ever Benztown 50 Voice Power Index
Noise Fusion Unleashes Next Generation Sounds Online
In Brief - October 27, 2014
October 25, 2014
eQB NOW
The Week In Review: 10/20-10/24
Beasley Broadcast Group Issues Third Quarter Results
Pandora Reports Q3 2014 Financial Results
Deezer Acquires Stitcher
In Brief - October 24, 2014
Music News
Pitbull & Enrique Iglesias Continue The Party
Quick Hits: K. Michelle, Billboard Touring Awards, George Ezra, Phish
Slipknot Land Second #1 Album With .5: The Gray Chapter
Quick Hits: Metallica, Coldplay, Pitbull, Nile Rodgers
Taylor Swift Sings From The Rooftops
Quick Hits: Nicki Minaj, David Guetta, Calvin Harris, Soundgarden, R.E.M., The Who's Teenage Cancer Trust
Fergie, Lorde Join AMA Performers
Eric Clapton Offers Tribute to Jack Bruce
New Imagine Dragons Song Featured In Sprite LeBron James Commercial
Quick Hits: Imagine Dragons, Taylor Swift, Rock In Rio USA, Band of Merrymakers, Prince, Beady Eye
Taylor Swift Talks Pop Genre, 1989 & More
The Week In Review: 10/20-10/24
Quick Hits: The Grammys, Sam Smith, Foo Fighters, The Grateful Dead
Taylor Swift Reveals Songs of 1989
One Direction Goes "On The Road Again"
FMQB NOW

Christopher K
APD/MD, KDND & KUDL
Sacramento

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!