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
Entercom Reports First Quarter Results
Cumulus Names Brian Demay PD of WRRM-FM/Cincinnati
CBS Radio Names Kenetta Bailey SVP/Marketing
April 29, 2016
Pandora Revenue, Listenership Rises In Q1
In Brief - April 29, 2016
April 28, 2016
SiriusXM Reports First Quarter 2016 Results
CMG Tulsa Names Nathan Reed Director of Branding & Programming at KRAV-FM
Cumulus Media Shreveport Ups Julie Kansy to PD at KQHN
ASCAP Revenue Tops $1 Billion For Second Straight Year
April 27, 2016
Blaire Galaton-Kelleher Joins “The Jack Diamond Morning Show” On WRQX/Washington, D.C
Premiere Networks To Provide Distribution For Aiir
Radio Milwaukee Names Glenn Kleiman Executive Director
In Brief - April 27, 2016
April 26, 2016
CBS Radio Las Vegas Promotes JB King to Operations Manager
KLUC/Las Vegas Taps John Moug As New Afternoon Drive Host
Donna Gryn Promoted to VP of Marketing at Republic Records
KIIS FM/Los Angeles Announces Artists Performing At Wango Tango Pre-Show Village
In Brief - April 26, 2016
April 25, 2016
KROQ/Los Angeles Annouces Weanie Roast 2016
Kristie McIntyre Returns To D.C. Airwaves For Nights On WRQX
Karen Mateo Exits Her Post at CBS Radio
Beasley Las Vegas Names Mark Sturcken Director Of Sales
April 22, 2016
eQB NOW
Radio Pays Tribute To The Musical Legacy of Prince
Music News
As Expected, Beyoncé Tops Billboard Chart With Lemonade
Quick Hits: Prince, Radio Disney Music Awards, Radiohead, classic rock festival, Red Hot Chili Peppers, Garbage
FMQB Photo Pass: Pearl Jam
Blink-182 Announce Album, Tour With Matt Skiba
Drake Expands Tour, Reveals Tracklist For Views
Quick Hits: Demi Lovato & Joe Jonas, Cash Cash, Whitney Houston, Deftones' Chino Moreno
Quick Hits: Justin Bieber, Lady Gaga & Elton John, Prince, Thrival Festival, B.o.B
Quick Hits: Bumbershoot Festival, Fetty Wap, HARD Summer, Jenny Lewis, Bayside
Prince Returns To The Top Of The Billboard 200
Drake Announces Summer Sixteen Tour, OVO Fest
Quick Hits: Billboard Music Awards, Guns N' Roses, Tegan and Sara, Twin Peaks, Jennifer Hudson, Billy Paul
Beyoncé Releases New Album Lemonade Via Tidal
Tributes Continue To Pour In For Prince
Entertainment World Reacts to Sudden Loss of Prince
Quick Hits: Mumford & Sons, P!nk, Beyoncé, Mariah Carey
FMQB NOW

Nick Petropoulos
Head of Promotion
Glassnote Music

    Question Of
      The Week

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!