Kassof Research Looks At News/Talk Listeners

Focus On News/Talk Listerens

FRIDAY (NET NEWS 9/27), MARK KASSOF & CO. released data on how mood-related motivations (especially "to get in a better mood") were the top personal benefits listeners seek from radio. This week, KASSOF breaks down the P1's of different formats.

"We didn’t ask listeners the format of the station they listen to most," said KASSOF, "that would be research malpractice -- asking a question most respondents can’t answer. Instead, we asked them the name and dial position of the station they listen to most. Knowing that and where they live, we were able to assign listeners to various formats."

Starting out with News/Talk P1's, the research found "They are a different breed -- far less motivated by emotional and mood factors than most listeners.

Get You In A Better Mood  Total  vs. N/T P1’s

Very Important 49% 21%
Somewhat Important 32% 40%
Slightly Important 13% 19%
Not At All Important  4% 18%
Don’t Know 3% 2%

"This is understandable, notes KASSOF, "does news put you in a better mood??? But News/Talk P1's are different -- as we’ve noted, they listen escape reality less than any other P1's:

Take Your Mind Off Problems Total Vs. N/T P1’s

Very Important 35% 19%
Somewhat Important 34% 29%
Slightly Important 18% 22%
Not At All Important 11% 26%
Don’t Know 2% 2%

The research found, "News/Talk P1's do have strong motivations for listening to radio -- reasons that are more intellectual than emotional. More than any other group, they listen "to hear things that get you thinking":

Gets You Thinking Total vs.  N/T P1’s

Very Important 27% 44%
Somewhat Important 36% 41%
Slightly Important 22% 10%
Not At All Important 12% 3%
Don’t Know  2% 2%

KASSOF concludes, "News/Talk is the format for listeners that think (or, at least think they think).  News/Talk stations would do well to position themselves based on this motivation and psychology -- for example, 'The Station for People Who Think' or 'The Station for People Who Know More'."

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