ListenerThink: Oldies/Classic Hits P1s 'Relax,' But Not Too Excited

Oldies Listeners Yearn For Nostalgia

MARK KASSOF's ListenerThink P1 analysis takes a look at followers of Oldies/Classic Hits.

His research shows that most Oldies/Classic Hits P1s tune in primarily to get in a better mood and relax. They (along with Urban P1s) are the top nostalgia listeners.

With that in mind, KASSOF says, those "Bring Back Memories" are higher for Oldies/Classic Hits P1s.
     
                                                                 TOTAL    O/CLH P1’s
VERY IMPORTANT                                      28%        38%
SOMEWHAT IMPORTANT                            34%        37%
SLIGHTLY IMPORTANT                                21%        18%
NOT AT ALL IMPORTANT                             14%         5%
Don’t know                                                      2%        2%

Another difference for the main Oldies/Classic Hits listeners is their excitement level, or lack thereof.

GET YOU EXCITED                                   TOTAL   O/CLH P1’s
VERY IMPORTANT                                      25%       18%
SOMEWHAT IMPORTANT                            36%       30%
SLIGHTLY IMPORTANT                                21%       24%
NOT AT ALL IMPORTANT                             16%       24%
Don’t know                                                     2%        4%

KASSOF adds,"Oldies/Classic Hits P1s are less motivated than most when it comes to listening 'to hear things that get you thinking' or 'to hear what other people are talking or thinking about.'

On TUESDAY, KASSOF examines Christian radio.

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