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
iHeartMedia Announces The Return Of The iHeartRadio Jingle Ball Tour
Alpha Media Portland Names Chris Stewart PD At KWEE
Shazam Tops 1 Billion Downloads
Katy Perry Renews ASCAP Agreement
September 28, 2016
YouTube Names Lyor Cohen Global Head of Music
iHeartMedia/Nashville Names Savannah Grimm MD For WRVW (107.5 The River)
CBS Corporation Announces $1.46 Billion Debt Financing In Connection With CBS Radio Spinoff
Eric Powers Debuts New Streaming Channel POWERS RADIO, Returns To Airwaves To Host Mornings
In Brief - September 28, 2016
September 27, 2016
Katy Perry Teams With Funny Or Die & iHeartMedia To Rock The Vote
WPLJ/New York Nighttime Stars Ralphie and Melony Torres Flip On-Air Shifts
Jacob Leshaa Promoted to Digital Program Director of Entercom San Francisco
September 26, 2016
Kim Guthrie Appointed President of Cox Media Group
Lori Bennett Joins Cumulus Grand Rapids As OM/PD
iHeartMusic Music Festival Rocked Las Vegas
KPLV-FM (93.1 The Party)/Las Vegas Flips To 93.1 The Mountain
KUDL (Star 106.5)/Sacramento To Recognize Residents' Service To Community
September 23, 2016
iHeartMedia Introduces On Demand Services iHeartRadio Plus & iHeartRadio All Access
2016 NAB Marconi Radio Award Winners Announced
September 22, 2016
Ray Nelson Joins Cumulus As VP/Market Manager, Huntsville, AL
Britney Spears Headlines An All-Star Lineup For B96/Chicago's Jingle Bash
Concord Music Group Appoints Tom "Grover" Biery SVP/Digital Marketing, Strategy and D2C
B98.5 & Melissa Carter Celebrate Atlanta Pride 2016
September 21, 2016
iHeartMedia Honolulu Unveils On-Air Lineup For 93.9 The Beat
Music News
It's Official: Lady Gaga Playing Super Bowl Halftime Show
Quick Hits: Halsey, Jay Z, Sia, Lollapalooza
The Weeknd Makes History "Starboy"
Quick Hits: Adele, Drake, Lumineers, Green Day
Drake's Views Back at #1 on Billboard 200
Louise Goffin plays Carnegie Hall with music legend Donovan
Metallica to Perform on The Howard Stern Show
The Weeknd Releases New Single with Daft Punk
FMQB Photo Pass: AC/DC
Beyoncé to Headline Charity Tidal X Concert
Quick Hits: The Weeknd, Metallica, Lady Gaga, Chance the Rapper & Kanye West, Tori Amos
Quick Hits: Prince, Mariah Carey, AC/DC
Five New Debuts in Billboard 200's Top Ten
Quick Hits: RHCP, Lady Gaga, Bon Jovi, Green Day
Quick Hits: Prince tribute concert, Coldplay, Billie Joe Armstrong
FMQB NOW

          Question Of
           The Week

Advertisement:
Search FMQB.com
Advertisements:
FMQB Member Login
Email:
Pass:

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