Kassof Study Looks At Attitudes Towards AM Radio
June 25, 2012 at 4:31 AM (PT)
Researcher MARK KASSOF's latest study asked 412 adults 18-64 for "the very first thing that pops into your mind when you think of AM radio?," and the top responses were "talk shows/radio" at 19% and "news/weather/traffic/info" at 13%. However, "nothing/don't know" tied with sports at 10%, and "don't listen to AM radio" was next at 9%. The sole individual named was RUSH LIMBAUGH (1%).
One respondent told KASSOF that AM is "(s)omething I don’t even know if my car has. I don’t even know if they have AM radio anymore." And KASSOF's conclusion is that, "Bottom line: AM is effectively branded (intentionally or by default) as a place for talk, information and sports. This imagery is a 'survival mode' for AM. But increasingly, that non-music programming is successfully shifting to FM. As that shift continues, AM’s “franchise” on those services — its remaining raison d’etre — will be gone. Based on this research, many won’t even notice.
"Take away talk, news and sports. What does AM end up with???
Read the results in a blog post at the MARK KASSOF & CO. website by clicking here.