New research from Mark Kassof & Co. reveals that a solid majority of 18-64’s see radio as a local medium, and most of those who do say they would listen less to a station that shifted to more national programming.
Overall, 65% see radio as a “mainly local,” while half as many (32%) see it as “mainly national.” The survey found essentially no variation among demographic groups in this perception.
And among those who see radio as mainly local, 51% say they would “listen less” to a local station if it switched to focusing more on national programming, versus 31% who would “listen more.” Demographically, 18-24 year olds are the sole exception…43% would listen more to a station that focused more on national programming versus 36% who would listen less.
These research findings are based on 718 telephone interviews conducted from April 2-6, 2014. The maximum total sample margin of error is +/-4%. More details can be found at kassof.com.
This research is the latest in a series of ListenerThink surveys conducted by Mark Kassof & Co., a research and strategy firm specializing in radio. Mark Kassof, President, states,11 “This research confirms the contention that nationalization of programming is bad for the radio industry.”