Kassof Study: Radio Would Be Missed By Over 90% Of Radio Listeners

Mark Kassof

A new MARK KASSOF & CO. study, conducted SEPT. 8th-9th via 1,289 online interviews with 18-64 radio listeners, found that over 90% of them would miss FM radio if it were no longer available to them. This includes 46% who would miss FM “a lot,” 29% who would miss it “somewhat,” and 18% who would miss it “a little.” Only 7% say they would not miss FM “at all.”

Demographically, 45-54s would miss FM most (55% a lot), 18-24s least (31% a lot). But even among 18-24s, only 13% would not miss FM at all. Country P1s -- those who name a Country station as the one they “listen to most” -- would miss FM most; 62% of them would miss FM a lot, while a mere 2% wouldn't miss it at all.

Far fewer listeners would miss AM radio, with 51% of 18-64s saying they would not miss it at all, and only 11% of them who would miss it a lot. News/Talk P1s would miss AM most, with 32% missing it a lot and only 19% who would not miss it at all.

More details can be found at kassof.com.

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