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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