ListenerThink: Alternative P1s 'Safe' But Are They Sound?

Analyzing Alternative Listeners

MARK KASSOF's ListenerThink P1 analysis today looks at the Alternative audience.

KASSOF says, overall, Alternative P1s listen more to get in a good mood.

GET YOU IN A BETTER MOOD     TOTAL        ALT P1s
VERY IMPORTANT                      49%               61%
SOMEWHAT IMPORTANT            32%               30%
SLIGHTLY IMPORTANT                13%                9%
NOT AT ALL IMPORTANT               4%                0%
Don’t know                                      3%                0%

Further examination by KASSOF shows Alternative P1s seek an energy boost from their music.

GET AN ENERGY BOOST     TOTAL       ALT P1s
VERY IMPORTANT                  35%               46%
SOMEWHAT IMPORTANT        32%               36%
SLIGHTLY IMPORTANT            19%               16%
NOT AT ALL IMPORTANT         12%                2%
Don’t know                                  2%                0%

KASSOF says unlike their Top 40 counterparts, Alternatives "are not as interested in excitement from radio," and are "less information oriented than Top 40 P1s."

On MONDAY, KASSOF analyzes Oldies/Classic Hits.

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