Kassof: Most See P1 Station Like A Friend

New Research

New research from MARK KASSOF & CO. reveals that nearly two-thirds of radio P1’s think the station they listen to most is like a friend to them.

When asked to imagine their P1 station as a person, and what that person’s relationship would be to them, 37% selected “close friend” from a list of 12 possibilities. Another 26% selected “casual friend.” The next-highest response was “acquaintance,” at only 9%. Only 3% think their P1 station would be like a “stranger.”

Rock P1’s see their station as a friend more than any other format’s P1’s do, with close and casual friendship totaling 80%. A/C P1’s are next at 77%, but they see their station more as a casual than a close friend.

These findings are based on 1,104 online interviews with 18-64 P1 listeners in the U.S., conducted SEPTEMBER 8-9, 2015. They’re just one aspect of MARK KASSOF & CO.’s annual ListenerThink P1 research, which explores many aspects of radio’s relationship with listeners. More details can be found at kassof.com.

KASSOF stateED, “These findings tell us that radio is more than a mere ‘appliance’ delivering music and talk for most P1’s...it really is an integral part of these listeners’ lives.”

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