Which Format's P1s Are Least Or Most Likely To Switch Stations?
November 2, 2012 at 4:43 AM (PT)
Which core radio format listeners are most likely to switch stations to hear the same format? MARK KASSOF AND CO. ListenerThink research, conducted OCTOBER 1st-4th with 732 online respondents, reports that in its survey of P1 listeners, 54% of Urban format listeners said they would be "very likely” to listen to another station with the same kind of programming, well ahead of any other format.
On the other end of the loyalty scale were News-Talk and Sports P1s, 19% of whom said they would be "unlikely" to switch to a competitor, and Christian radio P1s, just 14% of whom characterized themselves as "very likely" to switch.
President MARK KASSOF said, “Urban P1’s likeliness to switch isn’t based on dissatisfaction, but I think to their higher-than-average interest in radio. News/Talk P1s’ unlikeliness is about the credibility of the station they listen to most ... something that takes years to achieve, if ever.”