In the first part of our listener satisfaction research, we learned that the overwhelming majority of 18-64’s are, at minimum, mostly satisfied with their “P1” station — the one they listen to most. Nearly half are “100% satisfied” with it! But how satisfied are listeners with radio overall??? We asked them that, too…
Based on 649 telephone interviews with 18-64 radio listeners in the U.S., conducted from February 1-5, here’s what we learned…
One-third (34%) rate their satisfaction “five” on a five-point scale, representing “100% satisfied.” An additional 33% are mostly satisfied, rating their satisfaction “four.” Overall listener satisfaction averages 3.7 on our five-point scale…significantly lower than their P1 station, but still solidly on the “satisfied” side:
|P1 Station||Radio Overall|
|1: NOT AT ALL SATISFIED||1%||5%|
|5: 100% SATISFIED||48%||34%|
Among major formats’ P1’s, Country and Urban P1’s are notably more satisfied with radio than listeners as a whole. More than half of Urban P1’s are 100% satisfied with radio!
|How satisfied are you with radio overall?||C’ntry P1’s||Urban P1’s|
|1: NOT AT ALL SATISFIED||1%||1%|
|5: 100% SATISFIED||44%||55%|
Urban P1’s are especially interesting because 44% of them are 100% satisfied with their P1 station…essentially average. So what they’re saying as a group is: I’m more satisfied with radio in general than the station I listen to most! (Interesting, but I don’t have an explanation for it…if you do, I’d love to hear it!)
Among major formats, the listeners who have below-average satisfaction with radio overall are Rock and Public Radio P1’s. I find the Public Radio P1’s amusing, because they rated their station above average in satisfaction. So what they’re saying as a group is: I don’t think much of radio, but MY station’s great! (Unlike the Urban P1’s, I understand these listeners perfectly, even though I’m not one of them, because I’m surrounded by them… I live in Ann Arbor!)
But beyond the interesting aspects of this research, what does it all mean?
It’s tough to assess, because we don’t have a point of comparison…for example, with a decade ago, or the pre-consolidation era. But my personal conclusion is that radio is doing a good job satisfying listeners, overall. And I suspect that people in the industry are harder on radio than listeners are.
Maybe we’ll research that in a future ListenerThink study.