Kassof: A/C P1s Seek Comfort, Classic Hits P1s Want To Feel Younger
November 24, 2014 at 3:52 AM (PT)
Researcher MARK KASSOF countinues his look at individual formats, and TODAY (11/24) offers insight into the mind of the AC and Classic Hits fan.
Regarding AC, he writes, "A/C P1s score lower than average on many of the feelings they get from the station they listen to most. The low scores reflect of a lack of passion which we’ve noted more than once in previous research. A/C just isn’t a passion format! It’s more of a comfort format, reflected in the fact that comfortable essentially ties happy as a feeling many always have when listening to their #1 station."
KASSOF notes, "even 17% of News/Talk P1s say they’re always amused by their station, and that’s not a format considered a bastion of humor! Whether A/C P1s just don’t care about amusement or simply aren’t getting any isn’t clear from this research. A/C P1s also score lowest of any format for always feeling optimistic or curious when they listen. Their format is essentially the 'comfort food' of radio."
Read all the AC results here.
Oldies/Classic P1s Want Good Times
Turning to Classic Hits/Oldies, KASSOF write, "In this research, we first asked respondents to complete the sentence: "Listening to [name of station they listen to most] makes me feel ______." That’s unaided, meaning it comes straight out of respondents’ own minds. What came out of Oldies/Classic P1s was especially enlightening. Eleven percent of them volunteered the word younger. No other format’s P1s even comes close on that one, and I think it’s significant. I think Oldies/Classic P1’s listen to escape to a happier, younger time."
"After our unaided question, we specifically asked how often their P1 station makes them experience a whole number of possible feelings -- 51 in all," continued KASSOF. "Among other things, we learned that Oldies/Classic P1s aren’t not that much into the present, at least when listening to their P1 station. It’s below average in making them always feel informed. We can see that Oldies/Classic stations are also below average in making their P1’s feel consistently connected, intelligent or involved. What it does make them feel -- first and foremost -- is happy and comfortable."
Check out all the Classic Hits/Oldies data here.