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.

Breaking News
Mike Anthony Joins Cumulus San Francisco As PD At KGO & KSFO
Entercom Names Liana Huth VP/Programming Innovation
CBS Radio Minneapolis Names Shannon Knoepke SVP/Market Manager & Director of Sales
NAB Announces Record-Breaking Attendance For 2015 NAB Show New York
November 30, 2015
Jeff Shultz Named SVP/Business Development, CBS Radio
Cumulus Promotes Lee Hammer To OM For KGO & KSFO/San Francisco
Nielsen and Sun Broadcast Group Sign Multi-Year Agreement for RADAR Network Ratings
Jacobs Media Announces "Tech Trends For Radio" Webinar
November 25, 2015
CMG Tampa Appoints John E. Kage Dir. of Branding & Programming at Hot 101.5 FM
November 25, 2015
In Brief - November 25, 2015
November 24, 2015
FCC Fines Drawing Scrutiny In Congress
In Brief - November 24, 2015
November 23, 2015
Bill Hess Named OM At Cumulus-Washington, D.C.
In Brief - November 23, 2015
November 20, 2015
Adams Radio Group Of Delmarva Names Jay Gleason Operations Manager
iHeartRadio Presents Adele¹s Album Premiere Live from Joe¹s Pub 
Radio Mercury Awards Announces Advisory Council
November 19, 2015
Westwood One: The State of American Podcasting
Nielsen: Connecting With Political Millennials Through Music
Jacobs Media Webinar: 10 Mega Trends That Impact Radio
November 18, 2015
Republic Records Promotes Ben Adelson To SVP/A&R
Music News
Lil Wayne Takes Dedication to Small Markets
Quick Hits: Avett Brothers, Fetty Wap, Rock on the Range, Eagles of Death Metal, Simple Plan, Nonpoint, Sinatra 100 Concert
Adele Sells 3.38 Million Albums in the U.S., Debuts at #1
Quick Hits: Soul Train Awards, Foy Vance & Ed Sheeran, Jack's Mannequin, Breaking Benjamin
Adele Announces European Tour Dates
Quick Hits: Adele, Eagles of Death Metal, Charli XCX, Joe Jonas
Adele's 25 Smashes Sales Record
Quick Hits: Charlie Puth, Coldplay, Jack Ü
Bieber, One Direction Lead Billboard 200 Shakeup
One Direction, The Weeknd Win Multiple AMAs
Rihanna Announces Anti World Tour, Teases New Album
Foo Fighters Release Free EP
Quick Hits: Coldplay, U2, The Cure, Wilco
Chris Martin Talks Influences On New Coldplay Record
Quick Hits: Foo Fighters, Justin Bieber & One Direction, American Music Awards, Paris attacks, Tori Kelly

Manny Simon
VP/Adult Formats,
Republic Records

Search FMQB.com
FMQB Member Login

Not a member yet?
Sign up Now!
Sign Up for Breaking News!
Enter FMQB E-Tracking!