In this month’s ListenerThink, we offered music listeners a choice between two kinds of radio programs…

One features personalities, contests, listener voices and talk about things that are happening, in addition to music.

The other focuses on music, with little or no personalities, contests, listener voices or talk about things that are happening.

We surveyed 18-64 listeners who listened to a radio station that plays music in the past week. We asked which kind of program they would prefer listening to from 6 to 9 a.m. , and after 9 a.m. Based on 368 telephone interviews conducted June 20-22, here’s what we found…

6-9 AM: AFTER 9 AM:
Personalities, etc. 48% Personalities, etc. 27%
Focus on Music 50% Focus on Music 69%
Don’t Know/Refused   2% Don’t Know/Refused   4%

The results certainly confirm the industry’s conventional wisdom — that more listeners want personality, information, listener involvement, etc. in morning drive than during the rest of the day. However

What is surprising is that listeners are evenly split about morning drive, with exactly half wanting a focus on music, “with little or no personalities, contests, listener voices or talk about things that are happening.”

This isn’t the conventional wisdom, as any scan across the FM band from 6-9 will attest to!

We don’t  find dramatic demographic differences. But 18-34 listeners skew more toward personality and involvement than their older counterparts, mainly in morning drive. Then, 53% of 18-34’s prefer “personalities, contests…”  versus 44% of 35-64’s. Men and women are essentially identical in their preferences on this issue.