Survey: Radio “Important" To People

Yesterday Mark Kassof & Co. revealed the ‘bad news’ for radio.  

Their recent survey indicated that 53% of their respondents indicated radio was ‘not as good’ as it was. (See original posting, Click Here.)

Today, Kassof provide the ‘good news’:  70 percent indicated radio is ‘important’ to them.

Kassof says one of radio’s problems is that too many in the business don’t recognize the power of their medium. 

The survey was based on 989 online interviews with 18-64 U.S. radio listeners, conducted from September 12-15th. The focus of this research is to explore the role of radio in listeners’ lives from many angles — one of them, radio’s importance.

Bottom line: More than two-thirds agree that radio is an important part of their lives.  And Kassof sees only small differences between demographic groups… 35-44′s and (45-54′s would miss radio most if it was gone.

However, 18-24′s would miss it least.  But even among 18-24′s, the majority (58%) agree that something important would be missing without radio. Among 35-54′s, three-fourths agree.