Reality 93%, Perception Much Lower

Neilsen’s latest “Total Audience Report” reveals that radio reaches 93% of adults 18 and older. But when I tell people I work in radio, I’m sometimes told “No one listens to radio anymore.” Ugh! It made me wonder about consumers’ actual perception of radio listening…

So, we asked them:

Think about the radio stations that broadcast on FM radio and AM radio. Many of them can also be listened to online or using smartphone apps. Around what percentage of Americans 18 and older would you guess listen to FM or AM radio stations during an average week? 

And based on 704 telephone interviews with 18-64’s in the U.S. conducted  July 1-5, their estimate of the percentage that listen to FM or AM during a typical week averages…

Are ya ready???

53%

In other words, consumers grossly underestimate radio listening! Fewer than 10% give radio credit for reaching 90% or more, and fewer than 20% think it reaches 80% or more.

The biggest single response – 12% – is that radio reaches only half of adults. One-third think it reaches fewer than half.  And 10% tell us that they don’t have any idea about radio’s reach. (At least they didn’t get it wrong.)

Less than 2% actually thinks no one listens to radio anymore — giving a response of zero percent. I’d guess those who say that are engaging in hyperbole. An assertion that everyone listens is much closer to reality, but far from conventional wisdom.

Clearly, our medium has a PR problem. “Perception is reality,” we know. So radio’s reality is that it’s great at marketing clients’ goods and services, but has fallen short marketing itself.

 

’90s Sticking Point for Classic Rock

Yesterday. we looked at Classic Rock listeners’ definition of the format’s music in terms of the big picture — what makes a Classic Rock song or band “classic”? Today, we’ll get into which performers are Classic Rock, in their opinion, and which aren’t…

But, a quick review: Our analysis is based on a breakout of 320 Classic Rock listeners from a larger online sample we collected earlier this year. We learned that quality — music that stands the test of time — is a key aspect defining Classic Rock. But first and foremost, Classic Rock is defined by erathe ’70s, the ’80s and the ’60s, in that order.  The ’90s??? Not so much.

To further explore “What’s Classic?” we asked respondents to evaluate 160 different bands or solo performers. We asked them: “Are they CLASSIC ROCK, or NOT?”

That’s a lot of questions. Even then, our list was hardly definitive for Classic Rock.  We certainly included many of the obvious choices — The Who, The Stones, The Doors, etc., etc.  But we also included others that were quite OBVIOUSLY NOT Classic Rock, to keep respondents awake and engaged on both sides of the issue.

And we especially wanted to explore ’90s bands that a number of Classic Rock stations have adopted, seeking to evolve the format.

Here’s the top ten percent…the most unquestionably Classic Rock bands:

% naming this band Classic. Rock:
AEROSMITH       95%
QUEEN       95%
LED ZEPPELIN       93%
ROLLING STONES       93%
PINK FLOYD       92%
AC/DC       91%
EAGLES       90%
ALICE COOPER       90%
WHO       90%
DOORS       89%
JOURNEY       89%
ZZ TOP       89%
FLEETWOOD MAC       88%
KISS       88%
LYNYRD SKYNYRD       87%
BLACK SABBATH       87%

I’m a bit taken aback seeing Kiss and Alice Cooper so high here, since I see them more as “showmen” than performers whose music “stands the test of time.” Surprised to see Black Sabbath rank so high too. But enough of my opinions…

Let’s look at the ’90s…bands we tested that became famous or had their biggest success in that decade:

% naming this band Classic Rock:
PEARL JAM      45%
NIRVANA      39%
RED HOT CHILI PEPPERS      38%
BLACK CROWES      37%
ALICE IN CHAINS      35%
STONE TEMPLE PILOTS      28%
HOOTIE &THE BLOWFISH      26%
SMASHING PUMPKINS      23%
SOUNDGARDEN      21%
BUSH      17%

Now, these scores are not at the bottom in terms of “Classic cred”…2000s artists like Incubus, Muse and Paramore are, in single digits. (For the full list, click CLASSIC ROCK OR NOT — 160 Performers Ranked.)

Still, fewer than half of Classic Rock listeners think the best of these ’90s bands qualify as Classic Rock. Which doesn’t necessarily mean “Don’t play Pearl Jam on your Classic Rock station,” but it does exemplify what I referred to yesterday as the ’90s “sticking point.”

Of course, this doesn’t at all suggest that all ’90s music is potentially problematic for Classic Rock stations! For example, 95% of Classic Rock listeners consider Aerosmith Classic Rock…topping our list. So it’s fair to assume that “Livin’ On the Edge” and other Aerosmith hits of the ’90s pose no problem.

No, its the Alt/Grunge ’90s — examplified by Pearl Jam, Nirvana, Alice in Chains, STP, etc. — that represents the point of resistance for Rock stations positioned as Classic.

I’ve been looking at this “Grunge on Classic Rock” issue in various ways for years now. And I suspect that if we had used this exact research approach 15 years ago, the results wouldn’t have been all that different. The early ’90s alternative has long been a 50/50 proposition for Classic Rockers. It’s not necessarily that they don’t like the music…it’s that at least half just don’t consider it Classic Rock!

This makes evolution of the format tricky.

Then again, maybe Classic Rock doesn’t need to evolve! After all, it’s playing music its listeners see as “standing the test of time”…music that sounds “every bit as good now as it did decades ago.” Given that, the fact it goes back as much as 40 years doesn’t matter, at least for now.

Era Defines Classic Rock Most

On Tuesday, we shared positive findings based on a breakout of 320 Classic Rock listeners from a larger online sample we collected earlier this year. An overwhelming majority agree that Classic Rock sounds every bit as good now as it did decades ago. The vast majority disagree that they’re “tired of listening to Classic Rock.”

But even more than quality and longevity, we find that era is crucial to Classic Rock listeners’ definition of the format…

When we asked them to define Classic Rock in their own words, their top five responses all relate to era…

How do you define CLASSIC ROCK? What makes a rock group or rock song “classic,” in your opinion?

’70s (Rock) 36%
’80s (Rock) 27%
’60s (Rock) 22%
(Older) Rock 19%
Old/From Past/Years Ago            . 16%    .
Stands the Test of Time   9%
25-30+ Years Old   6%
20+ Years Ago   6%
’90s (Rock)   5%
Good/Great/Awesome   4%
Grew Up With It   3%
10+ Years Old   3%
Guitar-Based   3%
Quality/Real   2%
’50s (Rock)   2%
Familiar/Well-Known   2%
Other 28%
Don’t know/No response   1%

(Note that comments can encompass more than one category. That’s why the percentages add up to more than 100%.)

To its listeners, Classic Rock is — more than anything else — ’70s, ’80s and ’60s rock, in that order. Note how low the ’90s score by comparison…volunteered by only 5%.

And look at the level of agreement to the #2 statement on this list: The greatest rock of all time was recorded in the ’70s. It averages 3.0 on a 4-point scale, where 1 means “disagree strongly” and 4 means “agree strongly”…the mid-point being 2.5:

How much do you agree or disagree? (4=Agree Strongly)
Classic Rock sounds every bit as good now as it did decades ago.           . 3.5     .
The greatest rock of all time was recorded in the ’70s. 3.0
You like to keep up with what’s new and happening in music. 2.9
The greatest rock of all time was recorded in the ’80s. 2.8
A song doesn’t have to be old to be a classic. 2.7
Today’s rock sucks. 2.6
The greatest rock of all time was recorded in the ’60s. 2.6
The greatest rock of all time was recorded in the ’90s. 2.3
You’re not as interested in ANY kind or era of rock as you used to be.   . 2.1
Classic Rock fans are stuck in the past. 2.0
The greatest rock of all time was recorded in the last 15 years. 1.8
You’ve lost interest in listening to ANY kind of music on radio. 1.7
You’re tired of listening to Classic Rock. 1.5

We repeated this for other eras, and again the hierarchy is ’70s > ’80s > ’60s, and all way ahead of ’90s. (Don’t even bother thinking about the last 15 years!) Here’s how the percentages stack up:

The greatest rock was recorded in:. the ’60s . the ’70s . the ’80s . the ’90s .  
AGREE STRONGLY        17%        28%        22%          8%
AGREE SOMEWHAT        29%        47%        39%        32%
DISAGREE SOMEWHAT        39%        17%        29%        36%
DISAGREE STRONGLY        10%          4%          6%        20%
Don’t know          5%          4%          3%          4%

The further we get from the ’70s, the worse music is, in Classic Rockers’ opinion.  And a majority agree with the strong statement…

Today’s rock sucks.            .
AGREE STRONGLY 19%
AGREE SOMEWHAT 34%
DISAGREE SOMEWHAT 33%
DISAGREE STRONGLY 11%
Don’t know  3%

Now, check all of the agree/disagree responses and you’ll note some contradictions in Classic Rockers’ attitudes…

For one, most (70%!) agree that You like to keep up with what’s new and happening in music. Why bother, if it sucks? To confirm their opinion that it still sucks?

And most (62%) agree that  A song doesn’t have to be old to be a classic. But based on all of their other responses, it seems that a song does have to be old…like around 25 or more years old. (It takes time to “stand the test of time,” after all.)

Hey, Classic Rock listeners are people, and just like other people (even research guys!), their thoughts can be contradictory at times.

But here’s the main point: Even now, when ’90s rock is 20+ years old, it represents a sticking point…a challenge for Classic Rock stations if they seek to evolve their formats.

Tomorrow, we’ll explore this further by looking at Classic Rock listeners’ assessments of 160 different performers from various eras and whether they are or are not “classic.”

 

Classic Rock: Tasty, Not Crispy

When the Classic Rock format launched in the ’80s, skeptics said it wouldn’t last…that its music would be burnt out quickly. Now here we are decades later, and the format is still going strong!

Inside Radio commented recently: “Classic rock shattered its PPM ratings record in a pair of key demos in February, underlining the timeless nature of the music that makes up its library. Never mind that much of that music is 40 years old.”

For a while now, I’ve wanted to take a closer look at Classic Rock listeners, so I made it a part (the biggest part, actually) of an online survey we fielded earlier this year, about radio’s “approval rating.” That survey was based on 1,190 18-64’s. For this one, we analyzed the 320 who listen to at least one Classic Rock station, and the 91 of them who named a Classic Rock station as the one they “listen to most.”

It’s important to note that we did NOT base this on those who claimed to listen to Classic Rock! Listeners’ perceptions of  formats are very different from ours, and often differ from our (industry) perspective. Instead, we looked at what stations they listen to and then — based on where they live — verified whether they really, truly are Classic Rock (a time-consuming exercise, as you might imagine).

One way we studied Classic Rock listeners was to probe their agreement (or lack of it) to a number of statements. The most-agreed-to statement: Classic rock sounds every bit as good now as it did decades ago. It averages 3.5 on a 4-point scale, where 1 means “disagree strongly” and 4 means “agree strongly”…the mid-point being 2.5:

How much do you agree or disagree? (4=Agree Strongly)
Classic Rock sounds every bit as good now as it did decades ago.  . 3.5     .
The greatest rock of all time was recorded in the ’70s. 3.0
You like to keep up with what’s new and happening in music. 2.9
The greatest rock of all time was recorded in the ’80s. 2.8
A song doesn’t have to be old to be a classic. 2.7
Today’s rock sucks. 2.6
The greatest rock of all time was recorded in the ’60s. 2.6
The greatest rock of all time was recorded in the ’90s. 2.3
You’re not as interested in ANY kind or era of rock as you used to be.   . 2.1
Classic Rock fans are stuck in the past. 2.0
The greatest rock of all time was recorded in the last 15 years. 1.8
You’ve lost interest in listening to ANY kind of music on radio. 1.7
You’re tired of listening to Classic Rock. 1.5

Let’s look at what that 3.5 means in percentage terms:

Classic Rock sounds every bit. as good now as it did decades ago.
AGREE STRONGLY 64%
AGREE SOMEWHAT 26%
DISAGREE SOMEWHAT   6%
DISAGREE STRONGLY   2%
Don’t know   0%

So, nearly two-thirds of Classic Rock listeners strongly agree that Classic Rock sounds every bit as good today. (And, by the way, that number rises to 77% among Classic Rock P1’s.) This is what “standing the test of time” is all about!

Now, here’s what they disagree with most:

You’re tired of listening to. Classic Rock.
AGREE STRONGLY        3%
AGREE SOMEWHAT        7%
DISAGREE SOMEWHAT      28%
DISAGREE STRONGLY      60%
Don’t know        2%

And among Classic Rock P1’s75% disagree strongly.

We also see variance by age group:

You’re tired of listening to classic rock.  . 18-24   . 25-34   . 35-44   . 45-54   . 55-64   .
AGREE STRONGLY   3%   8%   2%   3%   0%
AGREE SOMEWHAT 12% 11%   6%   7%   2%
DISAGREE SOMEWHAT 29% 32% 34% 22% 25%
DISAGREE STRONGLY 55% 46% 52% 68% 73%
Don’t know   0%   3%   6%   1%   0%

Older Classic Rock listeners disagree most that they’re tired of it.  (And they’re the ones who’ve been listening to it longest!) But even among the most jaded Classic Rockers — 25-34’s — the vast majority disagree that they’re tired of it.

So here we are, four decades later, and Classic Rock still isn’t burned out. Amazing!

But the format does have a potential challenge. Because timelessness isn’t the #1 defining characteristic of Classic Rock.

More on that Thursday.

 

Fewer Than Half Approve of AM

On Tuesday, we revealed FM radio’s approval rating — a glowing 83%.  Today, we reveal where AM radio stands in the hearts and minds of Americans…

Based on an online survey of 1,190 18-64 year olds, conducted from January 21-23, 44% approve of AM:

How much do you approve  
or disapprove about the job  
AM radio is doing these days?       .
STRONGLY APPROVE 13%
SOMEWHAT APPROVE 31%
SOMEWHAT DISAPPROVE 14%
STRONGLY DISAPPROVE   5%
Don’t know 37%

A major reason AM’s approval is little more than half of FM’s is that AM simply isn’t “on the radar” for a high percentage…37% have no opinion about AM one way or the other (versus only 5% for FM). That in itself is a big problem.

And even though fewer have any opinion about AM radio (leaving fewer to approve or disapprove), its disapproval is still higher — 19%, versus FM’s 12%.

Among those who do approve of AM, its information is the main reason why, followed closely by Talk radio:

Why do you approve of  
the job that AM radio is doing?               
NEWS/WEATHER/TRAFFIC/INFO 17%
TALK SHOWS/RADIO 14%
JUST LIKE IT/DOES GOOD JOB 13%
SPORTS (COVERAGE/TALK)   8%
MUSIC POSITIVE   7%
INFORMATIVE   5%
IT’S OK/NOT BAD   5%
LIKE SPECIFIC STATION(S)   3%
LOCAL   3%
ENTERTAINING   3%
VARIETY OF PROGRAMMING   3%
Other 29%
Don’t know/Don’t listen/No answer 11%
Multiple responses permitted.

Among those who disapprove, poor reception and dislike of Talk radio essentially tie for the #1 reason:

Why do you disapprove of  
the job that AM radio is doing?               
BAD RECEPTION/STATIC 18%
DISLIKE TALK RADIO 17%
BORING 12%
NO/FEW GOOD STATIONS 11%
JUST DO/DISLIKE IT   7%
MUSIC NEGATIVE   6%
OUT-OF-DATE/DYING   6%
TOO MUCH TALK   5%
TOO POLITICAL/PARTISAN/BIASED   5%
CONSERVATIVE/RIGHT WING   3%
TOO MANY COMMERCIALS   3%
NOT ENOUGH MUSIC   3%
TOO NEGATIVE/DIVISIVE/HATEFUL   2%
Other 24%
Don’t know/Don’t listen/No answer 10%
Multiple responses permitted.

Some of AM’s other negatives likely derive from Talk radio. For example, many of those who say AM has “too much talk” may have Talk radio in mind, but if they didn’t say “talk shows” or “talk radio,” we categorized them separately. Perceptions that AM is too partisan or negative may also be motivated by Talk radio.  So, Talk radio is undoubtedly an asset for AM, but also contributing to its disapproval.

Still, we think AM’s biggest problem isn’t disapproval, but rather its “nonentity” status for a major portion of 18-64’s.

Wayyy Better Than Congress and the Prez…

We hear about approval ratings all the time on the news…usually about how low they are for politicians or political institutions.  So I thought: What about the institution of radio?

So, we conducted an online survey of 18-64 year olds in the U.S. from January 21-23, asking about approval (or lack of it) for FM radio and for AM radio. Here’s what we learned about FM from a sample of 1,190 respondents.

FM radio’s approval rating is a whopping 83%.  And 27% strongly approve of FM, while a mere 1% strongly disapprove:

How much do you approve  
or disapprove about the job  
FM radio is doing these days?       .
STRONGLY APPROVE 27%
SOMEWHAT APPROVE 56%
SOMEWHAT DISAPPROVE 11%
STRONGLY DISAPPROVE   1%
Don’t know   5%

If respondents approved or disapproved, we asked them to tell us why, in their own words. Categorizing their responses, music they like is by far the #1 reason for approving:

Why do you approve of  
the job that FM radio is doing?             .
MUSIC POSITIVE 38%
INFORMATIVE/INFORMATION 14%
VARIETY (of stations, music, info…) 13%
JUST LIKE IT/DOES GOOD JOB   9%
ENTERTAINING   9%
LIKE FAVORITE STATION(S)   5%
IT’S OK/NOT BAD/NO PROBLEM   4%
LOCAL/COMMUNITY SERVICE   3%
TALK/DISCUSSIONS   2%
IT’S FREE   2%
INTERESTING/GOOD PROGRAMS   2%
GOOD QUALITY SOUND   2%
Other 28%
Don’t know/No answer   6%
Multiple responses permitted.

Among the minority who disapprove of FM, music they dislike is also the #1 reason why:

Why do you disapprove of  
the job that FM radio is doing?             
MUSIC NEGATIVE 26%
NOT ENOUGH VARIETY/CHOICES 18%
REPETITIVE MUSIC 18%
QUALITY OF TALK 14%
TOO MANY COMMERCIALS 12%
CRUDE/DIRTY TALK/MUSIC 12%
NOT ENOUGH MUSIC   7%
TOO MUCH TALK   5%
(TOO MUCH) TALK RADIO   3%
BIAS/PROPAGANDA   2%
NOT LOCAL ENOUGH   2%
Other 20%
Don’t know/No answer   5%
Multiple responses permitted.

Check here later this week…we’ll get into AM radio’s approval rating.

 

Radio P1’s: Who are You?

I’ve long been interested in psychographics. Wikipedia defines it as “the study of personality, values, opinions, attitudes, interests, and lifestyles.” We dipped our toe into it Tuesday when we explored P1’s listeners self-image as expressed movie ratings style. Today, we’ll dig deeper…

What we’re focused on here is not so much how all P1’s respond, but rather the differences between P1’s of various formats. And it’s all based on our ListenerThink P1 survey conducted online at the end of October.

People categorize themselves in all sorts of ways…like the whole issue of being a “dog person” or “cat person.” Overall, the dog lovers have it…

Are you a…
CAT PERSON or a…                        . 30%
DOG PERSON  ? 57%
Neither 10%
Don’t know   3%

Urban P1’s are the strongest canine supporters, at 71%! Gold/Classic P1’s are the biggest feline fans, at 41%.

In the battle between introversion and extroversion, the silent types prevail…

Are you an…
INTROVERT or an…                       . 44%
EXTROVERT? 24%
Neither 18%
Don’t know 14%

News/Talk P1’s are most likely to be introverts, at 52%. Rock and Gold/Classic P1’s are included the most extroverts, at 31% (still behind their introverts though).

Then there’s the whole issue of morning versus night people…

Are you a…
MORNING PERSON or a…              . 33%
NIGHT PERSON ? 58%
Neither   8%
Don’t know   2%

Rock P1’s are the #1 night people, at 70%. The biggest morning people are News/Talk P1s at 43%.

Listeners are evenly split between being indoor or outdoor types…

Are you am…
INDOOR PERSON or an…              . 46%
OUTDOOR PERSON ? 45%
Neither   6%
Don’t know   2%

Country P1’s have the highest percentage of outdoors men and women at 55%. Urban P1’s have the most indoor types, at 59%.

When it comes to appetite for the new versus the tried-and-true, the self-styled “early adopters” win out. Now, with this (as well as all of the either/or choices we’re seeing), keep in mind that this is how listeners see themselves

Do you prefer to…
TRY NEW THINGS or…                 . 57%
STICK WITH THE TRIED & TRUE? . 33%
Neither   6%
Don’t know   3%

This doesn’t reflect the way they actually are. Marketing analysis that far fewer than half of consumers are eager to try new things. But 73% of Urban P1’s think they do…more than any other P1’s. Country P1’s include the most inclined toward the tried-and-true, at 46%.

Apparently, “try new things” doesn’t necessarily involve risk.  It’s not necessarily jumping out of a plane…it could be more like upgrading to an iPhone 6 (or whatever). Because even though the major prefers to try new things, most are not risk takers…

Do you tend to…
TAKE RISKS or…                        . 38%
PLAY IT  SAFE? 58%
Neither   8%
Don’t know   3%

CHR P1’s are the biggest risk takers, at 48%. And Country P1’s lead the play it safe crowd, at 62%.

Radio P1’s: Not That Innocent

Last month, we reported on the major findings of this year’s ListenerThink P1 research, which focused on how listeners’ P1 station makes them feel. Important stuff, but I like to explore the “wild and wacky” side of format preference too…

That’s what we’ll be doing over the next few posts, sharing the results of some of the more off-the-wall questions we asked in our P1 research.

First, to review: We based it on 1,010 online surveys among 18-64 year olds conducted from October 24-31. To qualify, respondents had to answer “yes” to the question: Can you name one FM or AM radio station that you spend the most time listening to?  If they didn’t have a P1 station, they didn’t qualify.

We then asked those who did qualify the name and dial position of that station and — based on where they live — categorized their P1 station’s format for further analysis.

One of the things we looked at is self-image. We asked listeners to give themselves a “movie rating”:

If people were rated the      
way movies are rated,      
what would YOU be rated?
G   5%
PG 11%
PG-13 34%
R 36%
NC-17   9%
Don’t know   4%

(If you’d like to learn more about what these ratings mean, check out MPAA film ratings.)

Call me naive…I  expected more G and PG ratings. Instead, the vast majority rate themselves PG-13  or R. On a 1 to 5 scale, where G equals 1 and NC-17 equals 5, P1’s as a whole average 3.3translated, somewhat racier than PG-13 (maybe PG-15?).

Most “adult” are Rock and Urban P1’s.  Both average 3.7, with 50% of both formats’ P1’s rating themselves R. Twelve percent of Rock P1’s and 14% of Urban P1’s rate themselves NC-17…Whew!

At the other extreme, Christian format P1’s average 2.5. Twenty -seven percent rate themselves G, and 23% are PG. Here’s how all the formats we analyzed stack up:

ROCK 3.7
URBAN 3.7
GOLD/CLASSIC                  . 3.6
CHR 3.4
18-64 TOTAL 3.3
COUNTRY 3.2
NEWS/TALK 3.2
A/C 3.1
CHRISTIAN 2.5

Does this have implications for your programming?  Maybe. Is it surprising? Maybe not. But this week, I’m just in it for the interest and fun. And watch this spot…next, we’ll delve deeper into P1’s self-image.

Country P1’s: Country Proud

In terms of the way the station they listen to most makes them feel, Country P1’s don’t differ dramatically from listeners as a whole…

Their “my station always makes me feel this way” scores are all within single digits of all P1’s, as the table below shows. But the overall picture that emerges is a group of listeners who are unusually comfortable and contented with their P1 station. They’re “happy campers” for sure:

[St’n listen to most] always    
makes me feel… Total Country P1’s
HAPPY 47%     50%
COMFORTABLE 40%     45%
INTERESTED 38%     41%
RELAXED 35%     41%
SATISFIED 37%     40%
DELIGHTED 33%     40%
CHEERFUL 33%     40%
CONNECTED 38%     39%
CONTENTED 33%     39%
PROUD 30%     38%
EXCITED 34%     37%
PEACEFUL 29%     35%
PLAYFUL 27%     35%
ENERGIZED 33%     34%
INFORMED 37%     33%
COOL 35%     33%
INVOLVED 32%     31%
REASSURED 26%     31%
CONFIDENT 30%     30%
WARM 26%     30%
STIMULATED 31%     28%
SPIRITED 29%     28%
TRUSTING 24%     28%
INTELLIGENT 29%     26%
HOPEFUL 26%     25%
POPULAR 27%     24%
SOCIABLE 27%     24%
BELONGING 22%     24%
OPTIMISTIC 22%     24%
HIP 29%     23%
AMUSED 26%     23%
BOLD 18%     18%
SMARTER 23%     17%
SUPERIOR 20%     16%
CURIOUS 17%     16%
DIFFERENT 17%     16%
SURPRISED 19%     15%
WILD     19%     13%
SEXY 16%     10%
RESENTFUL 6%      8%
OUTRAGEOUS 12%      7%
REBELLIOUS 11%      7%
OVERWHELMED 7%      6%
NAUGHTY 7%      6%
RESTLESS 5%      5%
TICKED OFF 4%      4%
WORRIED 4%      4%
BORED 3%      3%
NERVOUS 5%      2%
EMBARRASSED 4%      2%
ANNOYED                               . 3%         .      2%

And they’re more than satisfied. Where Country P1’s differ most from listeners as a whole is that their country station makes them feel proud. 

How often does [st’n listen to most]    
make you feel: PROUD ? Total    . Country P1’s
ALWAYS 30%     38%
OFTEN 29%     28%
SOMETIMES 25%     21%
NEVER 11%       8%
Don’t know   5%       5%

Among formats’ P1’s, Country P1’s are tied for tops in pride with their Urban counterparts.

Country P1’s fall furthest (though not all that far) below average for qualities such as feeling wild, sexy and hip when listening to their Country station. Bottom line, what we find is great satisfaction and pride in their Country values.

 

 

Oldies/Classic P1’s: Feelin’ Groovy

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
ALWAYS 37%     27%
OFTEN 32%     32%
SOMETIMES 33%     35%
NEVER   5%       3%
Don’t know   2%       3%

The full list is shown below.  We can see that Oldies/Classic stations are also below average in making their P1’s feel consistently connectedintelligent 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
HAPPY 47%     49%
COMFORTABLE 40%     44%
SATISFIED 37%     37%
CONTENTED 33%     36%
INTERESTED 38%     34%
DELIGHTED 33%     34%
ENERGIZED 33%     34%
CONNECTED 38%     31%
COOL 35%     31%
STIMULATED 31%     31%
EXCITED 34%     30%
CHEERFUL 33%     29%
CONFIDENT 30%     28%
PEACEFUL   29%     28%
SOCIABLE 27%     28%
INFORMED 37%     27%
RELAXED 35%     27%
SPIRITED 29%     27%
PROUD 30%     26%
WARM 26%     26%
HIP 29%     25%
POPULAR 27%     25%
PLAYFUL 27%     25%
INVOLVED 32%     24%
INTELLIGENT 29%     20%
REASSURED 26%     20%
SUPERIOR 20%     20%
WILD 19%     20%
OPTIMISTIC 22%     19%
AMUSED 26%     18%
HOPEFUL 26%     18%
SMARTER 23%     18%
BELONGING 22%     18%
TRUSTING 24%     17%
SURPRISED 19%     15%
SEXY 16%     15%
BOLD 18%     13%
DIFFERENT 17%     13%
CURIOUS 17%     11%
REBELLIOUS 11%     10%
OUTRAGEOUS   12%     6%
OVERWHELMED 7%     6%
RESENTFUL 6%     5%
NAUGHTY 7%     4%
NERVOUS 5%     4%
RESTLESS 5%     2%
WORRIED 4%     2%
TICKED OFF 4%     1%
EMBARRASSED 4%     1%
ANNOYED 3%     0%
BORED 3%     0%

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.