In this research, we first asked respondents to complete the sentence: Listening to [name of station they listen to most] makes me feel ______. That’s unaided, meaning it comes straight out of respondents’ own minds. What came out of Oldies/Classic P1’s was especially enlightening…
Eleven percent of them volunteered the word younger. No other format’s P1’s even comes close on that one, and I think it’s significant. I think Oldies/Classic P1’s listen to escape to a happier, younger time.
After our unaided question, we specifically asked how often their P1 station makes them experience a whole number of possible feelings…51 in all. Among other things, we learned that Oldies/Classic P1’s aren’t not that much into the present, at least when listening to their P1 station. It’s below average in making them always feel informed:
|How often does [st’n listen to most]||Oldies/|
|make you feel: INFORMED ?||Total .Oldies/||Classic P1’s|
The full list is shown below. We can see that Oldies/Classic stations are also below average in making their P1’s feel consistently connected, intelligent or involved. What it does make them feel — first and foremost — is happy and comfortable:
|[St’n listen to most] always||Oldies/|
|makes me feel… .||Total .||Classic P1’s|
Note that the word younger isn’t on the list. My bad…we didn’t include it! The beauty of unaided questions is it can reveal things we didn’t think of asking about. That certainly happened with Oldies/Classic P1’s. Had we asked about “younger,” I’d bet it would have been right near the top.
We’ll get it next time.
Tomorrow: Country proud.