Mark Kassof: Most See Radio As Important In Their Lives

Have You Hugged Your Radio Today?

YESTERDAY (NET NEWS 9/24), ALL ACCESS reported on a study by MARK KASSOF & CO that found that 53% of respondents among 18-64 radio listeners in the U.S. agree with the statement, "Radio isn’t as good as it used to be."

But it's not all bad news, as additional findings reveal that 70% of 18-64 radio listeners agree with the statement, "If you couldn’t listen to radio, you’d feel something important was missing from your life." Only 27% disagree, while 3% don’t know.

KASSOF also finds that the "perception that radio is important extends across age groups -- 35-54-year-old listeners agree most, 18-24 year olds least. But even among 18-24’s, 58% agree that radio is an important part of their lives, while 40% disagree."

These findings are based on 989 online interviews with 18-64 radio listeners in the U.S., conducted SEPTEMBER 12th-15th, 2013. More details can be found at KASSOF.COM.

KASSOF states, "Yesterday, we reported that most listeners think radio isn’t as good as it used to be. But that doesn’t negate the fact that more than two-thirds see radio as something important in their lives."

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