Kassoff Study: Most Listeners Are Satisfied With Radio, Overall
February 17, 2012 at 3:07 AM (PT)
YESTERDAY (NET NEWS 2/16), researcher MARK KASSOFF posted on his blog about P1 listeners, and their satisfaction with their favorite radio stations. TODAY (2/17), he adds to that, writing "In the first part of our listener satisfaction research, we learned that the overwhelming majority of 18-64s are, at minimum, mostly satisfied with their 'P1' station -- the one they listen to most. Nearly half are '100% satisfied' with it! But how satisfied are listeners with radio overall??? We asked them that, too."
"One-third (34%) rate their satisfaction 'five' on a five-point scale, representing '100% satisfied,' notes KASSOFF. "An additional 33% are mostly satisfied, rating their satisfaction 'four.' Overall listener satisfaction averages 3.7 on our five-point scale -- significantly lower than their P1 station, but still solidly on the 'satisfied' side."
On a format by format basis, "Country and Urban P1s are notably more satisfied with radio than listeners as a whole. More than half of Urban P1s are 100% satisfied with radio," added KASSOFF.
Read the full post here.