ListenerThink Today: Classic Rock P1s Are At-Work Listeners -- Just Don't Bother Them

Classic Rock

In MARK KASSOF's latest examination of ListenerThink P1 data for radio formats, he found that while Classic Rock P1s agreed with Classic Hits/Oldies P1s that they listen most to "get in a better mood" and "to relax,"  they differed more from listeners as a whole, mainly by having fewer motivations for listening to radio.

The one and only motivation Classic Rock P1s scored above average for was listening to enhance their work experience:
        
Help You Work Better Or Faster     Total    CLR P1s
Very Important                                    25%     29%
Somewhat Important                         31%     37%
Slightly Important                               19%     18%
Not At All Important                            21%     12%
Don’t Know                                           2%       4%

However, many motivations that Classic Rock P1s scored below average…and, in fact, lowest of any format’s P1s…

Many were thinking/informational motivations, such as:

* To hear things that get you thinking.
* To hear what others are talking or thinking about.
* To get practical information that makes your life better.
* To learn things that make you more informed than other people.
* To learn things that make you more interesting to other people.

In fact, Classic Rock P1s scored lower than Country P1s, who previously scord the lowest.

Classic Rock P1s low interest for thinking and information speaks to a certain "disconnect," as did their response to…
        
Feel Part Of The Community       Total    CLR P1s
Very Important                                  17%       5%
Somewhat Important                       30%     27%
Slightly Important                             24%     29%
Not At All Important                          27%     35%
Don’t know                                         2%      4%

And...
        
Reassure Nothing Bad Happened     Total    CLR P1s
Very Important                                       17%       7%
Somewhat Important                            24%     21%
Slightly Important                                  26%     26%
Not At All Important                               29%     42%
Don’t know                                             3%       4%

So, Classic Rock P1s don’t listen to connect to community or make sure nothing bad has happened.  Now, both of those motivations were near the bottom of the 18 we tested for listeners overall. But the fact that Classic Rockers scored them even lower suggests that either (a) they have other ways to serve these needs, or (b) they just don’t care!

Classic Rock P1s aren’t an excitable bunch, at least when it comes to radio:
        
Get You Excited          Total    CLR P1s
Very Important                25%     15%
Somewhat Important      36%     27%
Slightly Important            21%     32%
Not At All Important         16%     23%
Don’t know                       2%       4%

But they listened to get angry even less than the average listener (which isn’t much):
        
Get You Angry                 Total      CLR P1s
Very Important                     10%       0%
Somewhat Important           14%     10%
Slightly Important                 12%     11%
Not At All Important              61%     76%
Don’t know                            2%       4%

Bottom line: For Classic Rock P1s, it’s help me get through the work day, lift my mood, relax me.  And don’t try to get me too involved one way or the other.

Read the entire study here.

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