Mark Kassof Research: Listeners Underestimate Radio's Reach
July 9, 2015 at 11:11 AM (PT)
MARK KASSOF & CO. has conducted research which reveals that 18-64s, as a group, dramatically underestimate radio’s reach. Their average response to the question: “What percentage of Americans 18 and older would you guess listen to FM or AM radio stations during an average week?” is only 53% -- far less than the 90%+ reach reported by NIELSEN.
One-third think that fewer than half of adults listen to radio during a typical week, while less than 20% give radio credit for reaching 80% or more. These findings are based on 704 telephone interviews with 18-64-year-olds in the U.S., conducted JULY 1st-5th, 2015. More details can be found at kassof.com.