In a study of under-35′s by Mark Kassof & Co., they wanted to know what Milennials feel and think
about AM.
Based on 303 online interviews conducted last week with
13-34 respondents, AM has more likes than dislikes. But, not surprisingly,
Millennials’ affection for AM doesn’t come close to that of FM, and their #1 response
is indifference — nearly a third neither like nor dislike AM.
Positive feelings for AM have a male skew (the opposite of
FM’s skew)…42% of males either like (31%) or love (11%) AM, while only 29% of
females do. Broken out by age groups, the youngest and oldest Millennials share
pretty much the identical view of AM.
The survey asked those who dislike or hate AM: Why?
Millennials’ reasons for disliking (or even hating) AM radio
reflect what they think about it. When we asked respondents: What is the very
first thing that pops into your mind when you think of AM radio?, their #1
response was ”talk shows” (16%),
followed by “boring” (10%), “old/outdated”
(8%), “sports” (7%) and news (7%).
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