Rock P1s Care About Keeping Current With Music And Most Use AM/FM Radio To Do So
May 8, 2014 at 3:58 AM (PT)
EDISON RESEARCH has found that P1 listeners to stations that play today’s Rock are aggressively interested in keeping up-to-date with music, and they turn to AM/FM radio in greater numbers than the average listener to do so. Half of Classic Rock/Classic Hits radio P1 listeners say it is important to keep up-to-date with music.
These and other key findings are from “The Infinite Dial 2014: A Look at Rock P1s” and “A Look at Classic Rock/Classic Hits P1s.” The new reports are the latest in the continuing series of format breakouts from EDISON RESEARCH’s “Infinite Dial” study, released in MARCH of this year.
Rock P1s are first among any format’s partisans in saying that it is “very” or “somewhat” important to them to keep up with music (69% vs. 47% of respondents overall). Even 49% of P1s to Classic Rock/Classic Hits say that music discovery remains similarly important to them. This finding comes at a time when many Active Rock stations are decreasing their reliance on new music, and Alternative stations are just starting to increase their percentage of recent music.
While Rock P1s are often thought of as the listeners with the most choices for music discovery, 79% say they use AM/FM radio to find out about music, compared to 75% of all respondents.
Respondents to EDISON RESEARCH’s 2014 “The Infinite Dial” are asked to name the radio station they listen to most, each of which is individually coded by format. The Rock breakouts are based on 91 P1s to Alternative, Active Rock, and Triple-A radio stations. There are 112 respondents who are P1 to a Classic Rock, Adult Hits, or Classic Hits station.
With Rock and Oldies/Classic Rock formats so heavily represented on satellite radio, the reports found, "it is also interesting to note that P1s of those formats have a slightly higher subscription rate to SIRIUSXM SATELLITE RADIO, with 18% of Rock P1s and 17% of Classic Rock/Classic Hits P1s having a satellite radio subscription, vs. 15% of the overall sample."
While both formats are sometimes thought of as male-dominated, especially when “Rock” stations consider their target audience, 57% of Classic Rock/Classic Hits P1s are male, while 63% of Rock P1s are male.