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
VERY IMPORTANT 30% 34%
SOMEWHAT IMPORTANT 34% 38%
SLIGHTLY IMPORTANT 22% 20%
NOT AT ALL IMPORTANT 12%   7%
Don’t know   2%   0%

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
VERY IMPORTANT 35% 42%
SOMEWHAT IMPORTANT 32% 31%
SLIGHTLY IMPORTANT 19% 17%
NOT AT ALL IMPORTANT 12%   9%
Don’t know   2%   1%

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