Kassof Research: Top 40 Listeners 'Feed Off The Energy'
October 4, 2013 at 4:14 AM (PT)
FRIDAY (NET NEWS 9/27), MARK KASSOF & CO. released data on how mood-related motivations (especially "to get in a better mood") were the top personal benefits listeners seek from radio. This week, KASSOF breaks down the P1s of different formats.
YESTERDAY (NET NEWS 10/3), KASSOF looked at Country P1s -- who listen to feel better -- even more than most. While listening "to relax" is important for most listeners, it is most important for Country P1's.
TODAY (10/4), the focus is turned on Top 40 P1's, who score many motivations higher than listeners as a whole do. KASSOF writes, "For example, we’ve seen how listening -- to get in a better mood -- is the #1 motivation out of 18 we tested. It’s #1 with Top 40 P1's too, who score higher than average -- tied for highest with Country P1's. But more than Country P1's (who listen most to relax), Top 40 P1's feed off the energy of the format. It’s not their #1 motivation, but it is higher than average -- tied for highest of any format’s P1's"
Get An Energy Boost: Total Vs. Top 40 P1’s
Very Important 35% 46%
Somewhat Important 32% 30%
Slightly Important 19% 18%
Not At All Important 12% 4%
Don’t Know 2% 2%
Top 40 P1's tie for the #1 "excitement seekers" among listeners:
Gets You Excited: Total Vs. Top 40 P1’s
Very Important 25% 33%
Somewhat Important 36% 40%
Slightly Important 21% 17%
Not At All Important 16% 7%
Don’t Know 2% 2%
KASSOF writes, "Energy, excitement -- no surprise to anyone familiar with Top 40. Top 40’s P1's also score higher-than-average listening for 'things that make you laugh' and listening 'to add to the fun when your with other people' -- again, not revelations! But, that social motivation -- the focus on 'other people' does lead to one motivation that is a bit surprising. Top 40 P1's tie for #1 (with Public Radio P1's) for listening 'to learn things that make you more interesting to others'."
Makes You More Interesting: Total Vs. Top 40 P1’s
Very Important 21% 25%
Somewhat Important 29% 31%
Slightly Important 24% 29%
Not At All Important 24% 15%
Don’t Know 1% 1%
"No, it’s not a strong motivation for Top 40 P1's," sums up KASSOF, "and even less so for listeners as a whole. Still the fact that the majority of Top 40 P1's consider it at least somewhat important suggests that CHR stations should help them impress their friends by keeping them 'in the know' about concerts, movies, TV, celebrities, and anything else they have strong interest in. Finally, we note that Top 40 P1's not only score many motivations higher than average -- they don’t score any of the motivations we tested lower than average. What that tell us is: these listeners are engaged with radio."
MONDAY, KASSOF focuses on Urban RADIO.