Kassof Research Finds Urban P1s Are 'Into It,' Sports P1s More 'Social'
October 7, 2013 at 12:49 PM (PT)
Two more studies in a series of format-specific data has been released by KASSOF RESEARCH, with TODAY's focus on the Urban format and Sports Talk.
Urban Listeners are "Radio enthusiasts! That’s what Urban P1s are, based on our ListenerThink P1 research," writes KASSOF. "Out of 18 motivations for listening to radio, Urban P1s score half of them above the total audience average. And they score none of them significantly lower than average. In other words, they have a lot of reasons for listening to radio."
"Like most," notes KASSOF, "their #1 reason is 'to get in a better mood.' But about as important to them is 'to take your mind off your problems or situations'."
Take Your Mind Off Problems: Total Vs. Urban P1s
Very Important 35% 52%
Somewhat Important 34% 31%
Slightly Important 18% 12%
Not At All Important 11% 5%
"One way radio eases their minds is to reassure them all is OK," wrote KASSOF. "While hardly a major motivation for Urban P1s, it is 'more major' for them than for other formats’ P1s."
Reassure Nothing Bad Happened: Total Vs. Urban P1s
Very Important 17% 32%
Somewhat Important 24% 22%
Slightly Important 26% 20%
Not At All Important 29% 23%
Don’t Know 3% 4%
"Urban P1s are also #1 -- tied with their Top 40 counterparts -- for seeking excitement and an 'energy boost' from radio," the survery found. "And the energy boost Urban P1s get from radio contributes 'to help you work better or faster' more so than for other P1s"
Help You Work Better Or Faster: Total Vs. Urban P1s
Very Important 25% 37%
Somewhat Important 31% 26%
Slightly Important 19% 15%
Not At All Important 21% 17%
Don’t Know 2% 5%
And the data found radio is also social for Urban P1s. More than other formats.
Add To The Fun With Others: Total Vs. Urban P1s
Very Important 29% 50%
Somewhat Important 38% 29%
Slightly Important 17% 16%
Not At All Important 14% 6%
Don’t Know 2% 0%
KASSOF found nostalgia plays a bigger role for Urban P1s than for any format’s other P1s.
Bring Back Memories: Total Vs. Urban P1s
Very Important 28% 40%
Somewhat Important 34% 32%
Slightly Important 21% 19%
Not At All Important 14% 7%
Don’t Know 2% 2%
"In past research, we’ve noted that Urban P1s are more involved and interested in radio than most other formats’ P1s," concludes KASSOF. "This research explains why -- because radio does a whole lot of good things for them!"
Sports A 'Social' Activity
KASSOF AND CO.'s latest release from its study of P1 radio listeners looks at the Sports Talk format, comparing them to similar P1s for News-Talk but finding the Sports Talk P1s "definitely more social," listening to "add to the fun" when they are with others.
The similarities with News-Talk are in that Sports listeners also listen "to hear what other people are talking or thinking about." think that listening is "to learn things that make you more informed than other people," and listen "to learn things that make you more interesting to others," all as much or more than any other format's P1s. But Sports Talk P1s listen "for the laughs" much more than News-Talk or other formats, with 81% saying that a station making you laugh is very or somewhat important. Conversely, listening "to hear things that make you angry" is very or somewhat important to 40% of Sports Talk P1s.
Read more from MARK KASSOF at kassof.com; look for numbers about the Adult Contemporary format on TUESDAY (10/8).