Mark Kassof: Top 40 P1s Seek Pop And Popularity
November 21, 2014 at 8:47 AM (PT)
Researcher MARK KASSOF turns his attention to Top 40 TODAY (11/21), writing, "Like stations in most formats, Top 40s make their P1s happy, first and foremost, as we’ve learned in this year’s P1 study. But a number of other factors make Top 40 P1s unique. One is the excitement they get from the station they listen to most -- 44% say their Top 40 P1 station 'always' makes them feel excited -- 10 points higher than listeners as a whole. Other feelings that Top 40 P1s share way more than most listeners are 'amused' and 'playful'."
KASSOF notes, "most intriguing, though, is the high percentage of Top 40 P1s who say their station always makes them feel popular."
How often does the station you listen to most make you feel popular?
Total Top 40 P1s Always 27% 39% Often 25% 28% Sometimes 26% 19% Never 15% 13% Don’t know 6% 2%
"Social acceptance is a major factor for Top 40 P1s, who are also above average for feeling sociable listening to their P1 station," adds KASSOF. "This is why the 'We’re #1' message works for Top 40 stations in a way it doesn’t for other formats. Its P1s want to be connected to other 'cool kids' as a way of establishing their own popularity. Saying you’re the '#1 Hit Music Station' isn’t braggadocio for these listeners, it’s a benefit."