Kassof Study: Vast Majority Don't Like Format Changes
February 10, 2014
New research from Mark Kassof & Co. reveals that 84 percent of U.S. radio listeners aged 18-64 strongly or slightly agree with the statement, "It upsets you when a radio station you like changes format." Kassof's study found that 44 percent agree strongly, while only 16 percent disagree, with a mere five percent disagree strongly.
Among age groups, 35-44 year olds are the most upset by format change -- 89 percent agree that a format change by a station they like upsets them and 55 percent agree strongly. Least upset are 18-24s, especially 18-24-year-old men. Still, 70 percent of them agree, with 26 percent agreeing strongly.
These findings are based on 1,009 online interviews with 18-64 radio listeners in the U.S., conducted in mid-January, as part of Kassofs ongoing ListenerThink research. More details can be found at kassof.com.
Mark Kassof comments, "The point of this research is NOT that stations should avoid format changes! Of course they should, if better opportunities present themselves. Our objective was to explore how much listeners care about radio, and the answer is: a lot!"