Kassof Research: P1 Stations Way More Than Music, News, Talk
November 16, 2012 at 5:38 AM (PT)
Beyond specific programming elements, the vast majority of listeners attribute a slew of human attributes to the station they listen to most, according to research conducted by MARK KASSOF & CO.
More than three-fourths of listeners think the words "comfortable," "friendly" and "informed" describe their P1 station, found KASSOF. "These words rank at the top of 40 different words or phrases tested. Even at the bottom, around one-fourth think the words 'sarcastic,' 'rebellious,' 'aggressive' and 'controversial' describe their P1 station," he noted.
There are important differences among different formats' P1s. KASSOF notes. "For example, compared to other listeners, Christian stations' P1s find them most comfortable and friendly; News/Talk stations' P1s find them least comfortable and friendly but most aggressive and controversial; Urban stations' P1s find them most outgoing, cool, exciting, outspoken, trendy and hip."
Analysis of every major format can be found at kassof.com.
These research findings are based on 732 online surveys of 18-64 year olds in the U.S. who name a specific station they "spend the most time listening to." KASSOF asked whether each of 40 words or phrases "describes" or "does not describe" that station. Stations' formats were categorized based on their IDs and markets. The survey was conducted OCTOBER 1-4, 2012.