Kassoff Research: What Makes News/Talk Listeners Happy?
November 17, 2014 at 9:07 AM (PT)
The latest research from MARK KASSOF & CO. looks at the News/Talk format. KASSOF writes, "as we reported last week (NET NEWS 11/14), the vast majority of listeners say the station they listen to most 'always' or 'often' makes them feel happy. But not all formats’ P1’s think alike. Based on this year’s online P1 research among 1,010 18-64’s, as we’ve found in the past, News/Talk P1’s are quite different. Only 15% say listening to their P1 station always makes them happy… far fewer than among listeners as a whole:
How often does the station you listen to most make you feel: Happy?
Total N/T P1's Always 47% 15% Often 36% 33% Sometimes 16% 52% Never 1% 0% Don’t Know 0% 0%
"And keep in mind that’s the 'aided' measure -- where we specifically asked News/Talk-ers how often their P1 station makes them feel happy," notes KASSOF. "Earlier in our survey, when we asked what word describes how the station they listen to most makes them feel, a mere 3% of News/Talk P1’s volunteered 'happy,' while 23% of 18-64’s overall did! Happiness just isn’t 'the thing' for News/Talk P1’s, at least when it comes to the station they listen to most. And other top 'feel good' emotions that others get from radio -- like being relaxed or energized (to name just two examples) -- are way below average. In fact, lowest of any formats’ P1’s. It’s not about 'good vibes' for News/Talk-ers…it’s about feeling informed:
How often does the station you listen to most make you feel: Informed?
Total N/T P1’s Always 37% 67% Often 32% 30% Sometimes 24% 3% Never 5% 0% Don’t Know 2% 0%
"And it’s about feeling smart. How often does the station you listen to most make you feel: Intelligent?
Total N/T P1’s Always 29% 43% Often 31% 32% Sometimes 29% 18% Never 8% 7% Don’t Know 4% 1%
KASSOF sums up, "most News/Talk stations totally miss this boat when it comes to tapping into their targets’ unique 'radio psychology'. Oh, they’ll brag about their own attributes, like 'Traffic and Weather on the :10s,' or whatever, but they don’t put their focus on their P1’s psychological benefits. Positioners like: The Station That Keeps You Informed or The Station That Makes You Smarter would be far more powerful."