This year’s ListenerThink P1 research looks at different formats’ P1’s to see how they differ in terms what they personally get from radio. That’s a challenge with Adult Contemporary P1’s, because they’re average in almost all respects…
Now, “average” may sound like a put-down. But in this case, it’s definitely not…it speaks to the how mainstream A/C is!
Like almost all P1’s (with News/Talkers the exception), A/C P1’s listen most to get into a better mood and to relax. And on all but two of the 18 motivations we tested, A/C P1’s exactly match the total audience average or are with 0.1 of it…statistically no different!
A/C P1’s differ from others (though not greatly) in two respects. One is that they listen for companionship a bit more than listeners as a whole do:
|KEEP YOU COMPANY||TOTAL||A/C P1’s|
|NOT AT ALL IMPORTANT||12%||7%|
A/C P1’s are the #1 “keep me company” P1’s.
More surprising is that (more than most) A/C P1’s listen to…
|GET AN ENERGY BOOST||TOTAL||A/C P1’s|
|NOT AT ALL IMPORTANT||12%||9%|
I say “surprising” because many listeners see the format as soft and slow. And that’s why you hear A/C stations using lines like “an upbeat mix “…they’re trying to counter the perception!
They’re right to do that! Because even among listeners who want “soft,” very few want “slow.”
Tomorrow: Classic Rock