Kassof Research Focuses On Country Listeners

Country P1 Data

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 P1s of different formats.

YESTERDAY (NET NEWS 10/2), KASSOF looked at News/Talk P1s -- who listen to stimulate their thinking more than other listeners. TODAY, it's a look at their opposite. Country P1s listen to feel better -- even more than most.  While listening "to relax" is important for most listeners, it is most important for Country P1's:

Relax And Unwind: Total Vs. Country P1s

Very Important 46% 59%
Somewhat Important 31% 27%
Slightly Important 15% 11%
Not At All Important 6% 1%
Don’t Know 2% 2%

KASSOF notes, "Country P1s tie for the #1 group listening to improve their mood."
  
Get You In A Better Mood: Total Vs. Ctry P1s

Very Important 49% 59%
Somewhat Important 32% 30%
Slightly Important 13% 8%
Not At All Important 4% 3%
Don’t Know 3% 1%

"One way they improve their mood is using radio to take their minds off problems or situations," writes KASSOF. "Most listeners do, but Country P1s do more than most."

Take Your Mind Off Problems: Total Vs. Ctry P1s

Very Important 35% 47%
Somewhat Important 34% 26%
Slightly Important 18% 19%
Not At All Important 11% 5%
Don’t Know 2% 3%

"More than average, Country P1s also listen to 'add to the fun' when they’re with others, and to help them 'work better and faster,' though they’re not highest for either of those motivations," notes KASSOF. "Country P1s score lowest for two of the motivations News/Talk P1s score highest for -- "To learn things that get you thinking."

Get You Thinking: Total Vs. Ctry P1s

Very Important 27% 23%
Somewhat Important 36% 28%
Slightly Important 22% 32%
Not At All Important 12% 14%
Don’t Know 2% 2%

And "to learn things that make you more informed than other people."
  
Make You More Informed: Total Vs. Ctry P1s

Very Important 21% 12%
Somewhat Important 34% 35%
Slightly Important 22% 21%
Not At All Important 21% 29%
Don’t Know 2% 3%

KASSOF continues, "Country P1s also listen less than other P1s -- to get practical information that makes your life better," and concludes, "Bottom line: Radio helps Country P1s make their lives better by feeling better, much more so than information!  This does not mean that Country stations should drop news! But it does suggest that Country stations could benefit from positioning as a place to escape a crazy world -- for example: Escape to the Country!"

TOMORROW, KASSOF looks at Top 40.

« see more Net News