Report: Two-Thirds See Radio As Local
April 17, 2014

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.”




 
Breaking News
WKTU/New York's KTUphoria 2017 Set To Heat Up Summer
Bender Extends Morning Show Agreement With KBKS/Seattle
KDGE/Dallas Names Leigh Ann Adam As New Morning Drive Host
March 28, 2016
BIA/Kelsey: Digital Revenues for U.S. Radio Continue to Rise
Jeff Lyons Joins Cumulus As Promotions/Marketing Director for Appleton-Oshkosh, WI
March 27, 2017
Dennis Reese Named SVP/Promotion At RCA Nashville
Cumulus Media Brings Hot AC To Savannah, GA Launches WZAT (102.1 The Sound)
In Brief - March 27, 2017
March 24, 2017
Ryan Seacrest Announces KIIS FM's Wango Tango 2017 Lineup
WMGC (105.1 The Bounce)/Detroit Adds “Big Boy” To Mornings
107.1 The BOSS/New Jersey Announce Air Talent Line-Up
March 23, 2017
iHeartRadio Surpasses 100 Million Users
Westwood One Promotes Mark Wildman to EVP/Strategic Partnerships
March 23, 2017
iHeartMedia Oklahoma City Names JJ Ryan PD For KJYO & KXXY
Entercom Names Richard J. Schmaeling EVP & CFO
Doug Gottlieb Joins FOX Sports Radio & FS1
March 21, 2017
Beasley Broadcast Group Reports 4th Quarter and Full Year 2016 Results
Chip Arledge Appointed OM For Cumulus Media Shreveport/Bossier City, LA
KXQQ/Las Vegas Names Natalia Hernandez As New Midday Personality
In Brief - March 21, 2017
March 17, 2017
Cumulus Reports Results for Fourth Quarter and Full Year 2016
Entercom Austin To Move 96.3 FM RnB To 95.9 FM
March 16, 2017
Music News
Eagles & Fleetwood Mac To Headline The Classic
Quick Hits: Rock & Roll Hall Of Fame, Harry Styles, Lana Del Ray
Drake's More Life Sets Billboard 200 Streaming Record
Quick Hits: Halsey, Snoop Dogg / 2Pac, Pitbull / Wrestlemania, Paul McCartney, Phoenix, Matchbox Twenty & Counting Crows
Quick Hits: Kendrick Lamar, Iggy Azalea, Vans Warper Tour
Quick Hits: Gorillaz, Kaaboo Festival, March Madness
Chance the Rapper, The Killers, Muse & Arcade Fire Headlining Lollapalooza
QuickHits: Ed Sheeran, Chuck Berry, The Decemberists
QuickHits: NIN, Missy Elliot, Frank Ocean, Pitbull, Enrique Iglesias, Sublime
Rock Pioneer Chuck Berry Passes Away
The Entertainment World Remembers Chuck Berry
Ed Sheeran Spends Second Week Atop Billboard 200
QuickHits: Drake, James Blunt, Spoon, Bob Dylan
Quick Hits: Coldplay. BET Experience, Weezer
Quick Hits: The Chainsmokers, Pitbull, Ohana Music Festival, Arroyo Seco Weekend, Feist
FMQB NOW

Sam Milkman, EVP
Coleman Insights

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!