Mark Kassof Finds Listeners Actually Like Radio Personalities
July 1, 2014 at 8:26 AM (PT)
Researcher MARK KASSOF has new info that will ake you proud to be in radio... in fact, you may be able to finally tell your Grandma what it is you do for a living!
KASOFF found an overwhelming majority of 18-64 listeners in the U.S. think the people on radio -- announcers, personalities or personality teams -- make radio “better to listen to.”
Specifically, 47% think the people on radio make it “a lot better to listen to,” and another 39% think they make radio “a little better.” Only 9% think the people on radio make it worse, including the mere 2% who think they make radio “a lot worse.”
Humor is the #1 reason listeners volunteer for thinking personalities make radio better. Those who think personalities make radio worse give wanting only music as their #1 reason.
These findings are based on 953 online interviews with 18-64 listeners to terrestrial radio, pure play online sources, podcasts or satellite radio. The surveys were conducted JUNE 18th and 19th. More details can be found at kassof.com.
Said KASSOF, “This research shows that personalities are a powerful asset for traditional radio in meeting the challenge posed by music-only alternatives. Clearly, radio shouldn’t be cutting back on personalities -- it should be developing them!