Mark Kassof: Listeners Prefer Stations They Relate To

Listeners Prefer "Likeability"

In his most recent blog, researcher MARK KASSOF writes, "When I was a budding young jock in MARINETTE, WISCONSIN, I wanted to be a 'star.'  We broadcast from a storefront on Main Street, and I dressed for the part, trying to look cool. Boy, did I have it wrong! As I've learned since, the vast majority of 18-64 listeners prefer stations they can relate to, not look up to! We found this again in our recent online P1 study."

When asked, "Is [station listen to most] more like a person you...

Look Up To? 19%
On Your Level? 71%
Look Down On? 2%
Don't Know 8%

KASSOF notes, "There are differences by format, though. Christian station P1s stand out as the exception, with more than half saying their  station is like a person they look up to. With other formats, the differences are just a case of degree.  A notably higher-than-average percentage (but still a minority) of News/Talk and Public Radio station P1s see their station like a person they look up to, while A/C and Rock station P1s are the most 'on my level' listeners:

                          A/C     Top 40     Country     News/Talk    Oldies

Look Up To?        8%      15%         15%           34%              0%

On My Level?      83%     73%         73%           57%              89%

Look Down On?    0%      5%           0%             2%               4%

Don't Know           8%     7%           12%            6%               8%

                        Public   Christian    Rock        Sports          Urban

Look Up To?        38%     60%           9%           21%              10%

On My Level?       58%     26%          81%          74%              73%

Look Down On?     2%      3%            3%            0%                3%

Don't Know            2%      11%          7%            6%               15%

KASSOF concludes, "By the way, you might find it funny that we offered the option of a station like a person listeners 'look down on.'  I know I do.  But I learned early in my research career that it's important to offer respondents balanced options. There’s always some respondents that will take the contrarian view, and this question is no exception. (I guess looking down on the station you listen to most is one way of building self-esteem!)"

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