Kassof Study: Which P1s Are Most Likely To Switch Stations?
November 2, 2012

The latest research from Mark Kassof & Co. shows that 54 percent of Urban station P1s would be "very likely" to listen to another station that began to deliver the same kind of programming, much higher than the comparable statistic for any other format’s P1 listeners. At the opposite end of the spectrum, only 14 percent of Christian station P1s would be very likely to switch, the lowest of the formats analyzed. News/Talk and Sports station P1’s have the highest percentage - 19 percent - who say they would be "unlikely" to listen to a new, in-format competitor.

Kassof says, "Urban P1’s likeliness to switch isn’t based on dissatisfaction, but I think to their higher-than-average interest in radio. News/Talk P1s’ unlikeliness is about the credibility of the station they listen to most…something that takes years to achieve, if ever."

These research findings are based on 732 online surveys of 18-64 year olds in the U.S. who can name a station they "spend the most time listening to." Stations' formats were categorized based on their ID and market. The survey was conducted October 1-4, 2012. More details can be found at kassof.com. This research is the latest in a series of ListenerThink surveys conducted by Mark Kassof & Co.




 
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Jon Zellner
SVPP, iHeartMedia

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