Mark Kassof: 'Mood' The #1 Benefit Listeners Seek From Radio
September 27, 2013 at 8:51 AM (PT)
More data again TODAY (9/27) from MARK KASSOF & CO. which finds of 18 motivations for listening to radio tested in their "ListenerThink P1 research," those related to listeners’ mood have the greatest impact.
At the top, 49% find listening "to get in a better mood" very important, and 46% find listening "to relax and unwind" very important. Surprisingly, listening "to feel more like part of your community" was among the lowest motivations, with just 17% very interested.
These findings are based on 989 online interviews with 18-64 radio listeners in the U.S., conducted SEPTEMBER 12th-15th. More details can be found at kassof.com.
KASSOF states, "In this research, we wanted to go beyond the basics of programming to get at the personal benefits listeners seek from radio. Next week, we’ll report on how the P1s of various formats differ in terms of their attitudes and the benefits they seek."