Kassof: P1s Really, Really Like Their Favorite Stations
October 5, 2015 at 12:33 PM (PT)
The latest study from MARK KASSOF & CO. reveals that 64% of “P1s” –- listeners who name a station they listen to most -– think it is “a lot better” than other stations, while 33% consider it “a little better.”
Christian radio P1s have the highest level of preference; 80% think their station is a lot better. Gold/Classic P1s are also above average in their preference, at 72% a lot better. AC P1s have notably lower-than-average preference, at 53% a lot better, 47% a little better.
“ACs lower-than-average preference might partly reflect traditional, Gold-based ACs dropping their ’70s or even ’80s music," MARK KASSOF said. "Other research we’ve done finds segments of their audiences less satisfied, which also might be contributing to the recent growth of Classic stations.”
These findings are based on 1,104 online interviews with 18-64 P1 listeners in the U.S., conducted SEPTEMBER 8th-9th, 2015. More details can be found at kassof.com.