Kassof Research: AC P1s Say The Format 'Keeps Me Company, Keeps Me Going'
October 8, 2013 at 8:33 AM (PT)
The latest data, in a series of format-specific releases has been posted by KASSOF RESEARCH, with TODAY's focus on the AC format. KASSOF finds Adult Contemporary P1s are "average in almost all respects."
He writes, "Now, 'average' may sound like a put-down. But in this case, it’s definitely not -- it speaks to the how mainstream AC is! Like almost all P1s (with News/Talkers the exception), AC P1's listen most to get into a better mood and to relax. And on all but two of the 18 motivations we tested, AC P1s exactly match the total audience average or are with 0.1 of it -- statistically no different! AC P1s differ from others (though not greatly) in two respects. One is that they listen for companionship a bit more than listeners as a whole do."
Keep You Company: Total Vs. AC P1s
Very Important 30% 34%
Somewhat Important 34% 38%
Slightly Important 22% 20%
Not At All Important 12% 7%
Don’t Know 2% 0%
"AC P1s are the #1 'keep me company' P1s," notes KASSOF. "More surprising is that (more than most) AC P1's listen to:
Get An Energy Boost: Total Vs. AC P1s
Very Important 35% 42%
Somewhat Important 32% 31%
Slightly Important 19% 17%
Not At All Important 12% 9%
Don’t Know 2% 1%
KASSOF concluded, "I say 'surprising' because many listeners see the format as soft and slow. And that’s why you hear AC stations using lines like 'an upbeat mix,' -- they’re trying to counter the perception! They’re right to do that! Because even among listeners who want 'soft,' very few want 'slow'."
TOMORROW, KASSOF looks at Classic Rock.