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.

 

 

A/C P1’s: Comfort Food

A/C P1’s score lower than average on many of the feelings they get from the station they listen to most. The low scores reflect of a lack of passion which we’ve noted more than once in previous research…A/C just isn’t a passion format!

It’s more of a comfort format, reflected in the fact that comfortable essentially ties happy as a feeling many always have when listening to their #1 station.

[st’n listen to most] always    
makes me feel…                   . Total       . A/C P1’s
HAPPY 47% 42%
COMFORTABLE 40% 40%
SATISFIED 37% 36%
CONTENTED 33% 36%
RELAXED 35% 33%
ENERGIZED 33% 33%
CHEERFUL 33% 33%
INTERESTED 38% 32%
CONNECTED 38% 32%
EXCITED 34% 32%
INFORMED 37% 31%
COOL 35% 31%
WARM 26% 31%
DELIGHTED 33% 30%
STIMULATED 31% 30%
HIP 29% 30%
PROUD 30% 28%
PEACEFUL 29% 28%
PLAYFUL 27% 28%
INVOLVED 32% 27%
SPIRITED 29% 27%
POPULAR 27% 27%
CONFIDENT 30% 26%
TRUSTING 24% 26%
INTELLIGENT 29% 23%
SOCIABLE 27% 23%
BELONGING 22% 23%
REASSURED 26% 22%
WILD 19% 21%
HOPEFUL 26% 20%
SMARTER 23% 19%
SUPERIOR 20% 19%
SURPRISED 19% 18%
AMUSED 26% 16%
SEXY 16% 16%
BOLD 18% 14%
OPTIMISTIC 22% 13%
DIFFERENT 17% 13%
CURIOUS 17% 12%
OUTRAGEOUS 12% 8%
REBELLIOUS 11% 8%
OVERWHELMED 7% 7%
EMBARRASSED 4% 6%
RESTLESS 5% 5%
NAUGHTY 7% 4%
RESENTFUL 6% 4%
NERVOUS 5% 3%
WORRIED 4% 3%
TICKED OFF 4% 2%
ANNOYED 3% 0%
BORED 3% 0%

What makes A/C P1’s most unique are the feelings where they score lowest of any format’s P1’s. Being consistently amused is one:​

How often does [st’n listen to most]    
make you feel: AMUSED ? Total    . A/C P1’s
ALWAYS 26%   16%
OFTEN 35%   42%
SOMETIMES 34%   36%
NEVER   4%     6%
Don’t know   1%     0%

Even 17% of News/Talk P1’s say they’re always amused by their station, and that’s not a format considered a bastion of humor!  Whether A/C P1’s just don’t care about amusement or simply aren’t getting any isn’t clear from this research.

A/C P1’s also score lowest of any format for always feeling optimistic or curious when they listen. Their format is essentially the “comfort food” of radio.

Tomorrow: Feelin’ Groovy

 

CHR P1’s: Excited & Social

Like stations in most formats, CHRs make their P1’s happy, first and foremost, as we’ve learned in this year’s P1 study. But a number of other factors make CHR P1’s unique…

One is the excitement they get from the station they listen to most…44% say their CHR P1 station “always” makes them feel excited…10 points higher than listeners as a whole. Other feelings that CHR P1’s share way more than most listeners are  amused and  playful.

Most intriguing, though, is the high percentage of CHR P1’s who say their station always makes them feel popular:

How often does [st’n listen to most]    
make you feel: POPULAR ? Total    . CHR P1’s
ALWAYS 27%    39%
OFTEN 25%    28%
SOMETIMES 26%    19%
NEVER 15%    13%
Don’t know   6%     2%

Social acceptance is a major factor for CHR P1’s, who are also above average for feeling sociable listening to their P1 station.

This is why the “We’re #1″ message works for CHR stations in a way it doesn’t for other formats….its P1’s want to be connected to other “cool kids” as a way of establishing their own popularity. Saying you’re the “#1 Hit Music Station” isn’t braggadocio for these listeners…it’s a benefit.

Tomorrow: Not-so-funny business.

Here’s the complete list of News/Talk P1’s feelings versus 18-64’s as a whole:

[St’n listen to most] always    
makes me feel…                   . Total       . CHR P1’s
HAPPY 47%    52%
EXCITED 34%    44%
SATISFIED 37%    43%
COMFORTABLE 40%    41%
INTERESTED 38%    40%
COOL 35%    40%
CHEERFUL 33%    40%
CONNECTED 38%    39%
DELIGHTED 33%    39%
POPULAR 27%    39%
ENERGIZED 33%    38%
RELAXED 35%    37%
HIP 29%    37%
PLAYFUL 27%    37%
AMUSED 26%    37%
CONFIDENT 30%    35%
SPIRITED 29%    34%
SOCIABLE 27%    34%
PEACEFUL 29%    33%
CONTENTED 33%    32%
INVOLVED 32%    32%
PROUD 30%    32%
STIMULATED 31%    31%
INFORMED 37%    29%
WILD 19%    29%
INTELLIGENT 29%    27%
HOPEFUL 26%    27%
SMARTER 23%    27%
WARM 26%    26%
SUPERIOR 20%    26%
REASSURED 26%    24%
OPTIMISTIC 22%    23%
SEXY 16%    23%
TRUSTING 24%    21%
SURPRISED 19%    21%
DIFFERENT 17%    21%
BOLD 18%    19%
CURIOUS 17%    19%
OUTRAGEOUS 12%    18%
BELONGING 22%    17%
REBELLIOUS 11%    13%
NAUGHTY 7%    11%
OVERWHELMED 7%    10%
RESENTFUL 6%     7%
RESTLESS 5%     5%
NERVOUS 5%     5%
TICKED OFF 4%     4%
WORRIED 4%     4%
EMBARRASSED 4%     2%
ANNOYED 3%     2%
BORED 3%     2%

 

Christian Radio P1’s: Mission Accomplished

If there’s one format I’d say does the most for its P1’s, I’d have to say it’s Christian radio, based on this year’s P1 research…

A look at the top three feelings they get from listening to Christian radio tells the story. Hopeful, relaxed, peaceful…could any form of therapy touch it???

[St’n listen to most] always    
makes me feel…                   . Total.        Christian P1’s
HOPEFUL 26%     62%
RELAXED 35%     59%
PEACEFUL 29%     57%

Most dramatic is the hopefulness that Christian radio gives its P1’s. Compared to listeners as a whole, there is no comparison…62% of Christian P1’s say their station “always” makes them feel hopeful, while only 26% of listeners as a whole do:

How often does [st’n listen to most]    
make you feel: HOPEFUL ? Total    . Christian P1’s
ALWAYS 26%     62%
OFTEN 29%     25%
SOMETIMES 33%     11%
NEVER   8%      3%
Don’t know   5%      0%

But check out all 51 feelings we tested.  Christian P1’s exceed listeners overall on so many of them:

[St’n listen to most] always    
makes me feel…                   . Total       . Christian P1’s
HOPEFUL 26%     62%
RELAXED 35%     59%
PEACEFUL 29%     57%
HAPPY 47%     56%
CHEERFUL 33%     53%
SATISFIED 37%     51%
INVOLVED 32%     51%
COMFORTABLE 40%     50%
CONNECTED 38%     50%
INFORMED 37%     50%
SPIRITED 29%     50%
CONFIDENT 30%     49%
INTERESTED 38%     47%
EXCITED 34%     47%
CONTENTED 33%     47%
WARM 26%     46%
REASSURED 26%     46%
ENERGIZED 33%     44%
TRUSTING 24%     44%
INTELLIGENT 29%     43%
OPTIMISTIC 22%     43%
BELONGING 22%     42%
DELIGHTED 33%     35%
STIMULATED 31%     35%
PROUD 30%     34%
SOCIABLE 27%     29%
SMARTER 23%     29%
COOL 35%     27%
AMUSED 26%     27%
DIFFERENT 17%     27%
BOLD 18%     25%
HIP 29%     21%
SURPRISED 19%     19%
POPULAR 27%     18%
CURIOUS 17%     18%
PLAYFUL 27%     14%
SUPERIOR 20%     14%
OUTRAGEOUS 12%     10%
WILD 19%      9%
RESTLESS 5%      8%
SEXY 16%      7%
OVERWHELMED 7%      6%
RESENTFUL 6%      6%
NERVOUS 5%      6%
TICKED OFF 4%      6%
REBELLIOUS 11%      4%
NAUGHTY 7%      3%
WORRIED    4%      3%
EMBARRASSED 4%      3%
ANNOYED 3%      3%
BORED 3%      1%

In addition to feeling hopeful, Christian radio P1’s score higher than any other format’s P1’s for always feeling belonging, cheerful, comfortable, confident, contented, excited, involved, optimistic, peaceful, reassured, relaxed, satisfied, spirited, trusting and warm as a result of listening to their P1 station….Whew!

Naturally, they’re not above average for every feeling we tested. And they’re lowest for always feeling rebellious, sexy and wild as a result of listening to Christian radio.

Of course!

Tomorrow: Be like the cool kids.

 

 

 

Rock P1’s: Too Cool to Care?

Who we’re calling “Rock” P1’s includes those who name a Mainstream Rock, Active Rock or Alternative station as the one they listen to most. Here’s what we learned about them in this year’s ListenerThink P1 research…

Forty percent of those who listen to a Rock station most say it “always” makes them feel cool..highest of the feelings we tested. Another 33% say listening “often” makes them feel cool.

But Rock P1’s score lower than average for always experiencing many of the other positive feelings we tested. Here’s how they compare to listeners as a whole for all 51:   

[St’n listen to most] always      .    
makes me feel… Total       . Rock P1’s.
COOL 35%    40%
HAPPY 47%    39%
COMFORTABLE 40%    38%
ENERGIZED 33%    35%
RELAXED 35%    33%
STIMULATED 31%    32%
SATISFIED 37%    31%
CONTENTED 33%    30%
EXCITED 34%    29%
CONNECTED 38%    28%
INTERESTED 38%    26%
DELIGHTED 33%    26%
HIP 29%    26%
INVOLVED 32%    24%
PROUD 30%    24%
CONFIDENT 30%    23%
INFORMED 37%    22%
CHEERFUL 33%    22%
BOLD 18%    22%
BELONGING 22%    21%
AMUSED 26%    20%
WILD 19%    20%
INTELLIGENT 29%    19%
SPIRITED 29%    19%
HOPEFUL 26%    19%
TRUSTING 24%    19%
POPULAR 27%    18%
REASSURED 26%    18%
REBELLIOUS 11%    18%
PEACEFUL 29%    17%
WARM 26%    17%
PLAYFUL 27%    16%
OPTIMISTIC 22%    16%
SUPERIOR 20%    16%
CURIOUS 17%    16%
SOCIABLE 27%    15%
SMARTER 23%    11%
SURPRISED 19%    11%
DIFFERENT   17%    11%
OUTRAGEOUS 12%    11%
SEXY 16%     8%
NAUGHTY   7%     8%
OVERWHELMED   7%     5%
RESENTFUL   6%     4%
RESTLESS   5%     4%
EMBARRASSED   4%     4%
TICKED OFF   4%     3%
NERVOUS   5%     2%
WORRIED   4%     2%
ANNOYED   3%     2%
BORED   3%   2%

Where “rockers” fall far below average is in the area of engagement with their P1 station. Fewer are always interested:

How often does [st’n listen to most]    
make you feel: INTERESTED ? Total    . Rock P1’s
ALWAYS 38%    26%
OFTEN   40%    48%
SOMETIMES 18%    21%
NEVER   3%     5%
Don’t know   1%     0%

Similarly, fewer feel consistently connected or involved as a result of listening. They score lowest of any format’s P1’s on both of those feelings.

Nor does their Rock station consistently connect many to what’s going on in the outside world.  Only 22% say they always feel informed…also lowest of any format’s P1’s:

How often does [st’n listen to most]    
make you feel: INFORMED ? Total   . Rock P1’s
ALWAYS 37%    22%
OFTEN 32%    35%
SOMETIMES 33%    24%
NEVER   5%     5%
Don’t know   2%     2%

And Rock stations aren’t making many of their P1’s feel smarter. Only 11% saying they always do…also lowest of any format’s P1’s:

How often does [st’n listen to most]    
make you feel: SMARTER ? Total   . Rock P1’s
ALWAYS 23%    11%
OFTEN 25%    21%
SOMETIMES 31%    37%
NEVER 16%    27%
Don’t know   5%     5%

Finally, Rock stations aren’t putting many of their P1’s in a sociable mood:

How often does [st’n listen to most]    
make you feel: SOCIABLE ? Total   . Rock P1’s
ALWAYS 27%    15%
OFTEN 31%    29%
SOMETIMES 29%    42%
NEVER   9%    13%
Don’t know   4%     1%

So, when comes to the station they listen to most, relatively few Rock P1’s are consistently feeling interested, connected, involved, informed, smart or sociable…

But COOL? Yeah!

Tomorrow: P1’s who feel blessed.

Urban P1’s: Into It!

Yesterday, we saw that News/Talk P1’s aren’t emotionally connected to the station they listen to most in the way other P1’s are. Urban P1’s, on the other hand, get it all…

While nearly half of 18-64 listeners in this year’s P1 research say their most-listened-to station “always” makes them feel happy, 71% of Urban P1’s do!…way higher than any other format’s P1’s.  Urban P1’s score above average on every one of the the 51 feelings we tested, and highest on more than half of them:

[St’n listen to most] always     .    
makes me feel… Total       . Urban P1’s
HAPPY 47%    71%
HIP 29%    57%
CONNECTED 38%    50%
COOL 35%    50%
INFORMED 37%    49%
INTERESTED 38%    48%
POPULAR 27%    48%
RELAXED 35%    46%
ENERGIZED 33%    45%
COMFORTABLE 40%    44%
EXCITED 34%    44%
AMUSED 26%    43%
SATISFIED 37%    42%
PROUD 30%    42%
DELIGHTED 33%    40%
INVOLVED 32%    40%
STIMULATED 31%    40%
CONFIDENT 30%    39%
SPIRITED 29%    39%
PLAYFUL 27%    39%
HOPEFUL 26%    38%
CHEERFUL 33%    37%
WARM 26%    37%
PEACEFUL 29%    36%
SOCIABLE 27%    36%
TRUSTING 24%    36%
SEXY 16%    36%
CONTENTED 33%    35%
SURPRISED 19%    34%
BOLD 18%    34%
SMARTER 23%    32%
INTELLIGENT 29%    31%
WILD 19%    31%
REASSURED 26%    30%
OPTIMISTIC 22%    30%
SUPERIOR 20%    28%
BELONGING 22%    26%
DIFFERENT 17%    24%
CURIOUS 17%    20%
OUTRAGEOUS 12%    19%
NAUGHTY   7%    17%
REBELLIOUS 11%    16%
RESTLESS   5%    14%
RESENTFUL   6%    10%
TICKED OFF   4%    10%
OVERWHELMED   7%     9%
NERVOUS   5%     8%
WORRIED   4%     8%
EMBARRASSED   4%     7%
ANNOYED   3%     6%
BORED   3%     6%

Now, you might rightly note that Urban format P1’s also score above average (if not highest) on negative feelings engendered by their P1 stations…feelings like resentful, ticked off, overwhelmed. These negatives are far behind the positive feelings…still, it’s fair to say that Urban P1’s emotional engagement with the station they listen to most isn’t entirely positive.

But I think the key here is the word engagement. Radio is anything but an “appliance” to Urban P1’s…it’s a highly valued part of their lives.

And note those feelings where Urban P1’s are most above average. For example, twice as many Urban P1’s feel hip as a result of listening, compared to listeners as a whole. They’re also feel far more connected and popular.  

Urban radio is, then, a source of esteem for its P1’s.  It makes them feel part of something bigger, better, hipper. No wonder they’re so into it!

Tomorrow: Too cool to care?

News/Talk P1’s: It’s Not About Happy

Yes, as we reported last week, the vast majority of listeners say the station they listen to most “always” or “often” makes them feel happy. But not all formats’ P1’s think alike…

Based on this year’s online P1 research among 1,010 18-64’s, as we’ve found in the past, News/Talk P1’s are quite different. Only 15% say listening to their P1 station always makes them happy…far fewer than among listeners as a whole:

How often does [st’n listen to most]    
make you feel: HAPPY ? Total    . N/T P1′s
ALWAYS 47% 15%
OFTEN 36% 33%
SOMETIMES 16% 52%
NEVER   1%   0%
Don’t know   0%   0%

And keep in mind that’s the “aided” measure — where we specifically asked New/Talk-ers how often their P1 station makes them feel happy. Earlier in our survey, when we asked what word describes how the station they listen to most makes them feel, a mere 3% of News/Talk P1’s volunteered “happy,” while 23% of 18-64’s overall did!

Happiness just isn’t “the thing” for News/Talk P1’s, at least when it comes to the station they listen to most. And other top “feel good” emotions that others get from radio — like being relaxed or energized (to name just two examples) — are way below average…in fact, lowest of any formats’ P1’s.

It’s not about “good vibes” for News/Talk-ers…it’s about feeling informed…

How often does [st’n listen to most]    
make you feel: INFORMED ? Total    . N/T P1’s
ALWAYS 37%    67%
OFTEN 32%    30%
SOMETIMES 24%     3%
NEVER   5%     0%
Don’t know   2%     0%

And it’s about feeling smart:

How often does [st’n listen to most]    
make you feel: INTELLIGENT ? Total    . N/T P1’s
ALWAYS 29%    43%
OFTEN 31%    32%
SOMETIMES 29%    18%
NEVER   8%     7%
Don’t know   4%     1%

Most News/Talk stations totally miss this boat when it comes to tapping into their targets’ unique “radio psychology.” Oh, they’ll brag about their own attributes, like “Traffic and Weather on the :10s,” or whatever, but they don’t put their focus on their P1’s psychological benefits. Positioners like: THE STATION THAT KEEPS YOU INFORMED or THE STATION THAT MAKES YOU SMARTER would be far more powerful.

Tomorrow: The listeners who love radio most.

And here’s the complete list of News/Talk P1’s feelings versus 18-64’s as a whole:

[St’n listen to most] always    
makes me feel…                          .  Total    . N/T P1’s
INFORMED 37%    67%
INTERESTED 38%    44%
INTELLIGENT 29%    43%
CONNECTED 38%    34%
INVOLVED    32%    30%
SMARTER 23%    28%
SOCIABLE 27%    24%
CONFIDENT 30%    22%
DELIGHTED 33%    21%
PROUD 30%    21%
SATISFIED 37%    20%
STIMULATED 31%    20%
REASSURED 26%    20%
TRUSTING 24%    18%
CURIOUS 17%    18%
EXCITED 34%    17%
AMUSED 26%    17%
COMFORTABLE 40%    16%
COOL 35%    16%
SPIRITED 29%    16%
HAPPY 47%    15%
CONTENTED 33%    15%
CHEERFUL 33%    15%
BELONGING 22%    15%
OPTIMISTIC 22%    15%
RELAXED 35%    13%
POPULAR 27%    13%
ENERGIZED 33%    12%
HIP 29%    12%
HOPEFUL 26%    11%
BOLD 18%    11%
SURPRISED 19%    10%
DIFFERENT 17%    10%
PEACEFUL 29%     9%
PLAYFUL 27%     9%
SUPERIOR 20%     9%
REBELLIOUS 11%     8%
WARM 26%     6%
WILD 19%     6%
OUTRAGEOUS 12%     6%
SEXY 16%     5%
OVERWHELMED 7%     3%
NERVOUS 5%     3%
RESENTFUL 6%     1%
RESTLESS 5%     1%
TICKED OFF 4%     1%
EMBARRASSED 4%     1%
ANNOYED 3%     1%
NAUGHTY 7%     0%
WORRIED 4%     0%
BORED 3%     0%