Wednesday, September 25, 2013

Survey: Radio ‘Not As Good’

This year’s ListenerThink  P1 research from Mark Kassof & Co. explores the role of radio in listeners’ lives from many angles — what they think of it, its importance and the benefits of listening.

Acvcording to Kassof the results are mostly positive, but there’s some negative too.  Today, the bad news…(tomorrow, he's promises the good news)

Based on 989 online interviews with 18-64 U.S. radio listeners, conducted September 12-15, more than half  agree:

From a demographic perspective, 18-34′s are most negative — 61% agree, while only 31% disagree (and just 9% disagree strongly).  Men are, overall,  more negative than women, and 18-34 men the most negative —  67% of them agree that radio is not as good as it used to be, while only 28% disagree.

In contrast, 45-54′s — both women and men – are the most supportive of radio on this question…45% agree, 50% disagree.

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